Aditya Birla Sun Life Insurance (ABSLI), the life insurance subsidiary of Aditya Birla Capital, has rolled out a campaign, 'Ye Akela hi Kaafi hai' (this alone is enough), featuring actor Farhan Akhtar, to spotlight its new super term plan offerings.

The campaign consists of three ad films.

In the first film (above), Akhtar is on set, declaring his love from a balcony. The director cuts in, asking him to play it bigger, more musical, more dramatic. When the director complains he’s giving too many options, Akhtar quips that ABSLI’s term plan offers plenty of options too and then breaks down the benefits.

The second film places Akhtar at a railway station set, explaining a scene to an actor. The actor assumes it’s a romance, declares love, and she returns. Akhtar corrects him, saying if she were like ABSLI’s term insurance plan, maybe she really would have come back before introducing the plan’s 100% return of premium feature.

In the third film, Akhtar is in a car scene with two other actors, mid-dialogue about love. When one actor forgets his lines, Akhtar reminds him and points out that even if a line is missed, the story continues, just like ABSLI’s plan, which covers you even if you miss up to 12 months of premiums.

What we think about it: They’ve tried to play off Farhan Akhtar's film background to draw clever parallels with the product, but the execution feels sloppy and uneven. The concept has potential, yet the films lack the finesse needed to land both the humour and the message.

Denise Dsilva, co-founder and CCO, HyphenBrands, said, "The strategic goal for the 'Ye Akela hi Kaafi hai' campaign was to simplify the complex world of insurance. In a cluttered market where consumers are overwhelmed with multiple plans, our approach was to cut through the noise by positioning the ABSLI Super Term Plan as the 'one and only' solution they will ever need. Yeh akela hi kaafi hai is a line that best expresses the unique core of this product- and strategically puts forth that it really is all you need when it comes to insurance. The connection that we at Hyphen created with the multi-facetedness of ABSLI's Super Term Plan and a superstar like Farhan Akhtar worked like magic."

Prasanna Sankhe, co-founder and managing director, HyphenBrands, added, "Creatively, we aimed to move away from the traditional fear-based insurance narrative. We chose to use humour and relatable moments from everyday life to showcase the plan's unique features. Casting Farhan Akhtar, an individual who embodies versatility, was central to this idea. It helps that Farhan Akhtar truly is a one-of-a-kind star who is equally successful at acting, writing, directing and singing- like our one-of-a-kind term product- The ABSLI Superterm Plan. The three films use witty banter and unexpected twists to engage the audience, proving that insurance can be both a serious necessity and a source of peace of mind, all captured in the memorable tagline, 'Ye Akela hi Kaafi hai.'"