Retirement, if not a negative, is at least a non-productive phase in life. That's the widely prevalent belief in India. Aditya Birla Sun Life Insurance wanted to make retirement a more optimistic topic — by taking the stigma away and presenting the positives.
In India, almost from age five to thirty, everybody is hounded by this question: "Bade hokar kya banoge?" We decided to use this common practice to our advantage. People have a passionate point of view about their career but no clarity on what they want to do for their retired life. So we changed the phrase: "Boodhe Hoke Kya Banoge?" This clever twist gained tremendous popularity.
Fortunately, after two legends of Indian cricket announced their retirements, Sunil Chhetri — an extremely popular pan-India celebrity with an 8 million Instagram following — also announced his retirement. We saw the perfect opportunity to drive our message more impactfully.
We used a commonplace occurrence of India — other people having an opinion of what you should do — as a reference point and made Sunil Chhetri our main protagonist. He presented his retirement and the varied advice he received, but also said he had planned his retirement well in advance with the help of ABSLI — then posed the same question to the viewer.