Aditya Birla Sun Life AMC unveils ‘Plan for Life’ campaign

Aditya Birla Sun Life AMC Limited (ABSLAMC), incorporated in 1994 and promoted by Aditya Birla Capital Limited and Sun Life (India) AMC Investments Inc., has launched its new investor education initiative titled ‘Plan for Life’. The campaign encourages individuals to reassess their financial preparedness with the central message: ‘Outgoing toh jaari hai, aapki kya taiyaari hai?’ (The outgoing is increasing, are you ready?)

The initiative is positioned around a familiar reality in Indian households: daily expenses continue to rise while financial planning often remains static. Costs that appear manageable today may fall short in the future, and while expenses are constant, income may not be. The campaign stresses the need for planning not just for immediate requirements but also for long-term obligations.

The first film presents a man navigating a series of financial pressures, including a home EMI, an unexpected ceiling repair and an obligatory wedding gift, all of which create visible strain. The second film reflects a similar sense of pressure from a woman’s perspective as she balances escalating utility bills, sudden medical costs and substantial school fees. Both narratives depict the unease of being unprepared, reinforcing the importance of building a financial plan that adapts to changing life stages.

A Balasubramanian, managing director and CEO of Aditya Birla Sun Life AMC Ltd., said: “To be truly future-ready, your investment plan must adapt to both what you expect and what you never saw coming.” He added that the campaign aims to show how a disciplined approach, combining a systematic investment plan (SIP) with a systematic withdrawal plan (SWP), can support wealth creation and facilitate regular cash flow when required. SIPs help investors build long-term wealth through compounding, while SWPs allow access to this wealth in a structured manner.

The ‘Plan for Life’ campaign will be deployed across out-of-home, digital channels, investor workshops, distributor programmes and educational content, using relatable scenarios to highlight the need for dynamic financial planning.