Future goals in 3D: Retirement planning gets a bold spotlight

Aditya Birla Sun Life Insurance Company Limited (ABSLI) unveiled a 3D anamorphic advertisement as part of its #BoodheHokeKyaBanoge (What will you be when you are old) campaign. Located opposite its Mumbai Priyadarshini Office, the advertisement uses technology to bring the campaign’s core message to life—encouraging people to rethink and plan for a meaningful and fulfilling retirement.

The #BoodheHokeKyaBanoge campaign reimagines a familiar childhood question, “Bade hoke kya banoge?” (What will you become when you grow up?), into the thought-provoking “Aap boodhe hoke kya banoge?” (What will you become in your old age?). This narrative encourages audiences to envision a purposeful post-retirement life, shifting the focus from traditional savings to a more comprehensive approach to financial security.

This advertisement is part of a broader multimedia campaign that spans television, digital platforms, outdoor advertisements, and regional print media. The 3D display, strategically placed in a high-traffic area, is designed to spark curiosity, enhance visibility, and reinforce the campaign’s message in an engaging and impactful manner.

By combining technology with meaningful storytelling, ABSLI’s #BoodheHokeKyaBanoge campaign stands out as a testament to the brand’s innovative approach to addressing the critical need for financial preparedness in retirement.

Campaign’s take: ABSLI’s #BoodheHokeKyaBanoge campaign blends tech with timeless introspection, turning heads—literally. The centrepiece, a 3D anamorphic billboard near its Mumbai office, elevates visual storytelling. Its lifelike, dynamic display draws passersby into a world where dreams of a meaningful retirement feel palpable.

By rephrasing a childhood question, “What will you become?”, into the reflective “What will you become when you’re old?”, the campaign cleverly reframes retirement as a second coming-of-age, rich with opportunities. The vivid imagery on the billboard doesn’t just showcase aspirational lifestyles—it immerses viewers in them, making abstract financial goals tangible and aspirational.

The campaign’s brilliance lies in its ability to bridge futuristic visual technology with a deeply personal narrative. It challenges onlookers to look beyond the humdrum of savings and instead visualise a retirement that’s both secure and fulfilling.

Strategically placed to maximise footfall, the billboard injects vitality into an often-overlooked subject, steering conversations on financial preparedness in a refreshing, engaging direction. ABSLI proves that impactful advertising is as much about innovative formats as it is about resonant messaging—and this campaign nails both.