I went for HDFC Std Life for my Term Cover plans as they had the lowest quote. I also feel a little more confident about HDFC than the other companies and I personally have bad experience with LIC agents - they tend to dupe people (again my own experience, I do not insist this should be everyones experience).
Service levels are good but I am sure they are as good for any other companies.
A term cover plan is the best form of life insurance to buy. It is affordable when you do not mix up the savings aspect with insurance. People only need to give up the traditional mindset that they should get back something at the end of the term if they dont die.
Term cover plans work just like your vehicle insurance or mediclaim - if you dont claim anything the policy expires at the end of the term and you dont get back anything.