When Love Gets Practical: How Absa Is Turning Sunday Dedications into Real Protection
In Mzansi, love isn’t just said ngomlomo . Love is practical. It is something you can see. It has intention. It has a plan. That cultural truth sits at the heart of Absa Life’s latest campaign, a bold radio activation that reframes life cover as love cover . At the centre of it all is the Absa Eyenu Nonke Funeral Plan , a product designed to cover up to 16 dependants, because in South Africa, love rarely stops at the nuclear family. Reframing Insurance as a Love Language For many, taking out insurance can feel like a grudge purchase. Something you do because you have to. Absa is shifting that narrative. The message is simple but powerful: you do not take out cover because you are obligated to; you take it out because you love. An Absa Eyenu Nonke Funeral Plan becomes more than a policy. It becomes a declaration. A practical act of care. A commitment to ensure that when the time comes, your people are protected and dignified. It is love, with a plan. And while many brands le...
