ACKO has launched a series of quirky ad films that highlight the benefits of buying insurance directly from an insurer. To continue to educate the consumers and engage with them in a fun yet informative manner, the ad films display the benefits of purchasing and renewing hassle-free bike insurance through the ACKO app.
The ad films have been conceived by Leo Burnett Orchard, which uses an engaging and explanatory tone with a hint of humour to drive the ACKO advantage home.
The campaign highlights that benefits like zero commission, zero paperwork, instant renewal, and extensive savings are a ‘welcome change’ compared to what is available in the traditional insurance space.
The platform stated that the core insight behind the campaign are the preconceived notions such as youngsters are usually irresponsible and don’t care about safety, smaller towns are not digitally savvy and don’t use apps, and the choice of renewing insurance is still with the men of the house. ACKO, with these ad campaigns, wants to break the stereotype.
The ad films went live on September 23rd and amplified on TV, social and digital. Platforms have been selected based on the tonality of the films in order to maximize the impact of messaging across target groups.
Commenting on the campaign launch, Ashish Mishra, Executive Vice President – Marketing, ACKO, said, “We at ACKO are trying to fundamentally change the way people buy insurance in India. We believe that a huge part of the country’s population is still unaware of the benefits of buying insurance directly from a trusted insurance provider. We focus on three segments of young individuals, folks in tier II towns, and women in the new campaign. We want to change how people view these segments while educating them on the benefits of buying insurance directly.”
Pravin V Sutar, Creative Head, Leo Burnett Orchard, said, “ACKO has disrupted the industry in the last three years by changing how people interact with the insurance industry. ‘Welcome Change’ is an excellent plank for ACKO that allows us to showcase the change that ACKO brings to the insurance category and also allows us to spectate and comment on the changing dynamics of our audience. With our campaign, we decided to spotlight the nuanced cultural and societal changes happening all around us. For example, women are not financial bystanders anymore; they are empowered financial decision-makers. Young people don’t lean on their parents for financial advice, and they are becoming financially aware and active. Even people who were dependent on other people’s advice are now taking financial matters into their own hands. ACKO insurance is here to make insurance simple and easy for everyone.”
Agency: Leo Burnett
Creative: Rajdeepak Das, Vikram Pandey, Pravin V Sutar, Mayank Trivedi, Niharika Mishra, Siddhi Kapse, Dilin Mathew
Business: Gaurav Dudeja, Sriya Banerjee, Vidisha Dave, Nikhil Aditya R
Strategy: Dheeraj Sinha, Raghav Swamy, Shashank Bhagchandani
Films: Akshay Multani, Bhavna Gupta, Shariq Velkar
Production House: Prodigious
Director: Sharat Katariya