Chennai: ACKO has unveiled a high-octane brand campaign featuring cricket legend MS Dhoni and actor R. Madhavan together for the very first time. Conceptualised by Leo Burnett, the campaign also stars popular digital creator Viraj Ghelani, with the films directed by acclaimed filmmaker Vasan Bala.
Building anticipation with a teaser and trailer ahead of launch, the campaign reimagines everyday driving challenges in an action-packed cinematic format where ACKO plays the role of a ‘Car ka Action Hero,’ always by the customer’s side.
Sharing his views about being part of a first-of-its-kind role in a brand campaign, MS Dhoni, Investor & Brand Ambassador, ACKO, said, “ACKO is solving real challenges for car owners and has been built with trust at its core. For most Indians, driving is a daily adventure, and with ACKO you have a reliable partner for every twist and turn. Being part of this campaign with Maddy felt like a full-fledged action film, but with a message that truly matters.”
Adding to it, R. Madhavan, Voice of Customer at ACKO, shared, “To me, ACKO reflects what every customer looks for – clarity, simplicity, and trust. Insurance often feels complicated, but ACKO flips that with an experience that’s refreshingly transparent and reliable. This campaign tells a story that every car owner can instantly connect with, and teaming up with Dhoni made it all the more special.”
Commenting on the campaign’s insight, Ashish Mishra, Chief Marketing Officer, ACKO, said, “At ACKO, we have always focused on making the car insurance process as seamless as possible. This campaign does exactly that. We are also super excited to bring the duo of Dhoni and Madhavan to our audiences in a ‘never seen before’ avatar. I am thankful to my team at Leo Burnett for coming up with this brilliant concept and am hopeful that this campaign will strike a chord with our customers.”
The films, created in 30-sec and 15-sec formats, dramatize key milestones in a car owner’s journey — from buying a car and renewing insurance to filing claims and accessing roadside assistance. Through humor and stylized action, the campaign reinforces ACKO’s mission of making car ownership seamless, smart, and stress-free.
Speaking about the creative approach, Vikram Pandey, Chief Creative Officer, Leo – South Asia, said, “In the cluttered insurance category, ACKO is quite literally a superhero—bringing together insurance, maintenance, and repairs into one seamless experience. But many car owners don’t yet see the scale of what ACKO can do. So, we leaned into the language India loves most – cinema. By giving the brand a blockbuster treatment, complete with a star-studded cast and larger-than-life action, we brought alive the idea of ‘Car ka Action Hero. ACKO.”
The campaign is set to roll out across digital platforms, television, and social media this month, positioning ACKO as a trusted, customer-first partner for car owners nationwide.
