“Boodhe Hoke Kya Banoge” Campaign by Aditya Birla Sun Life Insurance Promotes Early Retirement Planning for a Fulfilling Future

Aditya Birla Sun Life Insurance (ABSLI) has launched a thought-provoking new campaign, ‘Boodhe Hoke Kya Banoge’, aiming to prompt individuals to rethink their approach to retirement planning. With a catchy question that twists the traditional "What will you be when you grow up?" into "What will you become in your old age?," ABSLI’s campaign speaks directly to the need for early financial planning to ensure a comfortable, purposeful retirement. The campaign highlights that while many people in India’s aging population delay retirement planning, such delay can significantly impact the quality of life in their later years.

According to Kamlesh Rao, MD and CEO of Aditya Birla Sun Life Insurance, the campaign was inspired by the challenges posed by India’s growing retirement savings gap and rising life expectancy. With the average life expectancy now over 70 years, retirement has evolved into an important and sometimes lengthy chapter of life that needs thoughtful planning. Rao notes that without early and consistent retirement savings, individuals may find themselves with limited options and financial challenges during their golden years. The campaign’s message, he explains, is to urge individuals to take ownership of their future by planning in advance, enabling them to enjoy a retirement filled with joy and purpose.

The #BoodheHokeKyaBanoge campaign has been launched across multiple platforms, including television, YouTube, OTT services, digital spaces, and regional print and outdoor ads. This wide-ranging promotional approach aims to make retirement planning a household conversation in India. The campaign’s three ad films are central to its message, each presenting a story that emphasizes early financial planning and encourages people to consider the life they wish to lead in retirement.

The ad films depict characters imagining their future lives with a sense of fulfillment and financial independence, encouraging viewers to take proactive steps towards building a retirement plan that aligns with their passions and aspirations. ABSLI aims to shift the narrative around retirement from a time of settling down to one filled with opportunity, purpose, and growth.

ABSLI has developed a suite of innovative financial products that cater to diverse retirement goals. These products are designed to empower individuals to pursue their dreams and live independently even after retiring. Rao emphasized that the ‘Boodhe Hoke Kya Banoge’ campaign aims to move the focus away from mere financial security towards a lifestyle that promotes meaningful living, helping retirees lead a joyful, financially secure life.