Mumbai: Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), the life insurance subsidiary of Aditya Birla Capital, India’s leading diversified financial services company, has unveiled its latest campaign #YeAkelaHiKaafiHai, spotlighting the newly launched Super Term Plan.
Fronted by acclaimed actor, director, and musician Farhan Akhtar, the digital-first campaign highlights how a single, powerful product can deliver total protection across life, health, and income. Farhan, known for his multi-faceted persona, perfectly captures the core proposition of the Super Term Plan – “One Plan. Total Protection. #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.”
The campaign is anchored by three engaging digital films featuring Farhan Akhtar in witty, slice-of-life scenarios that bring alive the product’s unique benefits:
- Film 1: On a movie set, Farhan delivers one scene in multiple moods. When the director asks, “Kitne options dega?” Farhan cheekily responds that if the Super Term Plan offers so many choices, he can too.
- Film 2: At a bustling train station, Farhan quips, “Yeh ABSLI ka premium thodi hai jo wapas aa jaaye!” — showcasing the return of premium feature in the Super Term Plan.
- Film 3: Through playful banter, Farhan highlights how life doesn’t stop even if a dialogue or a premium is missed, underlining the plan’s flexibility that allows missing up to 12 premiums (one full year) with uninterrupted coverage.
The ABSLI Super Term Plan is designed for today’s evolving protection needs, offering life cover, critical illness benefits, health services, and income security in a single solution. Customers can choose from three options: Level Cover, Increasing Cover, and Level Cover with Return of Premium, along with built-in Health Management Services and Enhanced Life Stage Protection for milestones such as marriage or childbirth. The plan also provides flexibility in receiving 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 missed premiums—the ABSLI Super Term Plan redefines comprehensive insurance, giving individuals the confidence that “one plan is truly enough.”
