Mumbai, December 10 2024: Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), one of India’s leading life insurance providers, hosted an exciting on-ground activation as part of its widely acclaimed #BoodheHokeKyaBanoge campaign. The event offered participants a chance to upload their selfies, catch a glimpse of their future selves’ post-retirement, and even see themselves in their dream retirement profession.
Bringing Retirement Aspirations to Life with Innovative Technology: The activation employs cutting-edge facial transformation technology to help participants visualize their future selves and explore what retirement could look like—whether as an artist, entrepreneur, or traveller. Selected participants had their transformed images displayed live on a billboard, creating an unforgettable and empowering experience.
This initiative brought to life the campaign’s core message: encouraging individuals to rethink their retirement plans and envision their golden years as a phase of fulfilment and purpose. By blending creativity with meaningful storytelling, ABSLI inspires audiences to see retirement planning as a journey of self-discovery and joy.
Sparking Conversations on Retirement with a Unique Campaign: The #BoodheHokeKyaBanoge campaign reimagines a familiar childhood question, “Bade Hoke Kya Banoge?” (What will you become when you grow up?), into the reflective, “Aap Boodhe Hoke Kya Banoge?” (What will you become in your old age?). Through this narrative, ABSLI encourages people to think beyond traditional notions of retirement savings and embrace a holistic approach to financial preparedness.
This on-ground activation complements a broader multimedia campaign spanning television, digital platforms, and outdoor advertisements. By combining interactive engagement with innovative technology, ABSLI reaffirms its commitment to redefining retirement planning for India.
Hyphen Brands is the creative agency and the event was executed by Platinum Outdoor.
