Of course in the current scenario Aviva is one of the best option for term plan, I had already taken it and recommended it to many of my friends.
One thing I feel it should have max age limit 70 (as right now it is there) but the tenure should not be limited (as in current it is for max of 35 years), by which more youngsters can get attracted toward it. It should be focused on the group of 25-35 years age.
Moreover, public advertisement and awareness campaigns towards the requirement of term plans/insurance is also required, because still a significant % of our population is not in internet touch.