Aditya Birla Sun Life Insurance (ABSLI) has launched its new brand campaign, ‘Boodhe Hoke Kya Banoge’, aimed at encouraging people to rethink their retirement planning. The campaign highlights the growing retirement savings gap in India, where many individuals begin planning too late. As life expectancy in India rises, ABSLI stresses the importance of early financial planning to ensure a fulfilling and stress-free retirement.
The campaign creatively reimagines the childhood question, “Bade Hoke Kya Banoge?” (What will you be when you grow up?), by asking adults, “Aap Boodhe Hoke Kya Banoge?” (What will you become in your old age?). This question encourages individuals to envision a purposeful post-retirement life, full of passion and new possibilities.
ABSLI’s Managing Director & CEO, Kamlesh Rao, emphasized that retirement should be a time of joy and personal fulfillment, and early planning is essential to avoid financial insecurity. The campaign includes three ad films, each telling emotionally engaging stories about the importance of planning early for a rewarding retirement. The campaign will be promoted across TV, digital platforms, and print media.