Aditya Birla Sun Life Insurance Company Limited (ABSLI), the life insurance subsidiary of Aditya Birla Capital, has launched its latest product campaign titled #YeAkelaHiKaafiHai, spotlighting the all-new Super Term Plan by ABSLI.
At the heart of this digital-first campaign is actor, director and musician, Farhan Akhtar. As the protagonist, Farhan brings alive the core proposition of the Super Term Plan: a single, powerful product that offers comprehensive protection for life, health, and income. #YeAkelaHiKaafiHai.
Kamlesh Rao, MD & CEO, Aditya Birla Sun Life Insurance Company Limited said, “Insurance is no longer optional - it’s a necessity. Today’s customers seek more than just life cover; they want a single plan that protects their health, secures their income, and prepares them for life’s uncertainties. The Super Term Plan delivers exactly that - life cover, critical illness protection, health services, and income security, all in one. With this plan, we aim to empower individuals to make confident, informed choices with a solution that truly does it all.”#YehAkelaHiKaafiHai.”
In Film 1, On a film set, Farhan delivers one scene in multiple moods, prompting the director to ask, “Kitne options dega?” Farhan playfully replies that if the Super Term Plan offers so many choices, he can too.
In Film 2, In a witty train station scene, Farhan quips, “Yeh ABSLI ka premium thodi hai jo wapas aa jaaye!”—
highlighting the unique return of premium feature offered under the ABSLI Super Term Plan.
In Film 3, The film features Farhan Akhtar in a witty banter highlighting how life doesn’t stop even if a dialogue or a premium is missed. Through humour and camaraderie, the film brings alive the unique feature of Super Term Plan that allows missing up to 12 premiums (i.e.1 full year) with uninterrupted coverage.
The ABSLI Super Term Plan is built for today’s evolving protection needs, offering life cover, critical illness benefits, health services, and income security in one powerful solution. Customers can choose from three plan options: Level Cover, Increasing Cover, and Level Cover with Return of Premium. It also includes built-in Health Management Services & Enhanced Life Stage Protection for key milestones like marriage or childbirth, and the flexibility to receive death benefits as a lump sum, monthly income, or both.
With features like Instant Claim Pay-out and Cover Continuance Benefit, which keeps protection intact even after missing premiums, the Super Term Plan goes beyond traditional insurance.
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