Mumbai: Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), the life insurance subsidiary of Aditya Birla Capital Limited (“ABCL”), announces the launch of a campaign #YouDontWantToMissTheBus a heartfelt tribute to bid adieu to the beloved BEST "Open Double Decker Bus" and immortalise its beautiful legacy in the hearts of every Mumbaikar.

The BEST Open Double Decker Bus has been an integral part of Mumbai's identity and charm for decades. As it prepares to retire, ABSLI recognizes the importance of preserving the memories and emotions associated with this iconic mode of transport. The #YouDontWantToMissTheBus campaign is a heartfelt gesture towards celebrating the rich history of Mumbai and its vibrant culture.

This campaign empowers Aditya Birla Sun Life Insurance Company Limited (“ABSLI”) to implement an engaging campaign in honour of the retirement of the Double Decker Bus, a cherished symbol of Mumbai. #YouDontWantToMissTheBus highlights the significance of transitions in life, just as the Double Decker Bus transitions into retirement. ABSLI's commitment to securing the future and celebrating life's milestones resonates perfectly with this heartfelt farewell to an iconic part of Mumbai's heritage. Through this campaign, ABSLI hopes to reinforce the importance of planning for retirement and cherishing the memories of the past, creating a seamless connection between the city's history and the financial security offered by ABSLI's retirement solutions.

The journey will culminate at the Gateway of India, where testimonials from the riders will be collected, and a fond farewell will be bid to the bus, making this an unforgettable experience for all.