ABSLI Super Term — Hyphen Brands Case Study

01

In a cluttered market where consumers are overwhelmed with multiple plans, the strategic goal was to cut through the noise by positioning the ABSLI Super Term Plan as the 'one and only' solution.

Yeh akela hi kaafi hai — the line best expresses the unique core of this product. Strategically, it puts forth that this really is all you need when it comes to insurance. In a category filled with complex product matrices and confusing options, we chose simplicity as the sharpest strategic knife. The connection between the multi-facetedness of ABSLI's Super Term Plan and a superstar like Farhan Akhtar — himself a versatile one-of-a-kind talent — worked like magic.

02

We moved away from the traditional fear-based insurance narrative — using humour and relatable moments from everyday life to showcase the plan's unique features.

Casting Farhan Akhtar — an individual who embodies versatility as actor, writer, director and singer — was central to this idea. Just like the product, Farhan is a one-of-a-kind individual. The three films use witty banter and unexpected twists to engage the audience. Insurance can be both a serious necessity and a source of peace of mind — and the tagline captures exactly that.

03

Three films. Three distinct features. One tagline that ties them all together.

The first film used a film set to creatively explore the multiple options available with the Super Term Plan. The second film, on the set of a train station, cleverly highlights the unique Return of Premium feature. The third film, shot against a chroma green screen, showcases the Cover Continuance Benefit — allowing a policyholder to miss up to 12 premiums with uninterrupted coverage. Each film found its own comic situation while keeping the product feature unmistakably clear.

04

In the haze of celebrity endorsements, these ads actually put the spotlight on the celebrity and the product in equal measure.

The campaign is a digital-first initiative that brings to life the core proposition of the Super Term Plan through relatable, slice-of-life scenarios. A robust 360° plan supports it across various consumer touchpoints. The three films work individually and together — each one strengthening the simple, powerful idea that this really is the only insurance plan you'll ever need.

ABSLI Super Term — Ye Akela Hi Kaafi Hai