Direct-to-consumer insurer Acko has launched a campaign featuring Bollywood actor Saif Ali Khan and his daughter and fellow actor Sara, conceptualised by Leo Burnett India.
The campaign includes three films. In each of them, daughter Sara shows Saif Ali Khan the benefits of buying car insurance on Acko. One of the films is set in a shoot where Sara arrives in a new car. When Saif asks about the insurance, she tells him that she has purchased it on Acko. As he begins to sermon her on buying insurance from the car dealer himself, she stops him in his tracks and shows him savings of Rs.36,000. He is silenced and even his funny yes-man manager shifts sides.
Another film is set on a highway where Sara’s car has had an accident. A similar storyline helps establish the instant claims on Acko and also quick roadside assistance.
https://youtu.be/_zKwttpb4Y4
While the two films above seemed to leverage the father and daughter playing themselves, a third film is set in a police station with Saif in a prisoner’s garb and Sara playing the policewoman. Only this time, Saif is the one buying insurance.
Saif and Sara Ali Khan portray an engaging contrast between a millennial and a Gen X mindset when it comes to insurance decision-making, informed a media statement.
Nitin Khanna, Senior Director – Marketing, Acko, said, “Research told us that people have partial awareness about Ackos car insurance offerings, especially around our new car insurance product and claims experience. This can be a hurdle for some customers trying to choose Acko. Through this campaign, our attempt is to bring to life all the benefits that a consumer stands to get across the insurance journey with Acko – during purchase, post-purchase, and during claims. We believe that with the bouquet of digital-first benefits and experience that Acko offers, customers do not need to look beyond Acko for their car insurance needs, and this campaign will nudge them to reconsider their current insurance buying habits.”
“We are delighted to have Saif Ali Khan and Sara Ali Khan join us for this campaign. The authentic bond and chemistry between this real-life father-daughter duo bring a unique charm and freshness to this campaign, which also makes the films highly enjoyable,” he added.
Vikram Pandey, National Creative Director, Leo Burnett, said, “Auto insurance from Acko is loaded with some of the most amazing features. All we had to do was to demonstrate them. We found interesting casting in Saif and Sara, and the campaign just came together effortlessly. Bringing alive the unexplored chemistry of this father-daughter duo was more fun than we had imagined.”
The ad films will premiere on July 27. The campaign will be promoted on television, social media, OTT, digital platforms, radio and OOH.
Credits
Leo Burnett India
Dheeraj Sinha | CEO – Leo Burnett South Asia and Chairperson – BBH India
Rajdeepak Das | CEO & Chief Creative Officer, South Asia
Vikram Pandey | National Creative Director
Abhimanyu Khedekar | Executive Vice President
Ashish Sharma | Executive Creative Director
Sagar Parab | Associate Executive Creative Director
Shailee Mehta | Associate Vice President
Raghav Swamy | Associate Vice President – Strategy
Ryan Carlo | Brand Services Director
Senorika Rajeev | Associate Creative Director
Harshad Mestry | Associate Creative Director
Rohan More | Senior Art Director
Ashish Jha | Copywriter
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