ACKO’s commercials break away from traditional insurance ads, offering a refreshing mix of humour and simplicity. These ads may not be packed with clever twists or intricate storytelling, but their straightforwardness sets them apart.
The charm lies in their ability to entertain.
After a successful car insurance campaign last year, the new-age company is back with two follow-up ads, once again featuring the Bollywood father-daughter duo, Saif and Sara Ali Khan.
Conceptualised by Leo Burnett, the campaign takes a fresh approach, challenging conventional ideas about car insurance. One ad tackles a common misconception: that buying car insurance from a car dealer is mandatory when purchasing a new vehicle.
The second ad addresses the frustration consumers feel when bombarded with multiple calls offering different insurance renewal prices. The ad goes on to plug ACKO’s straightforward renewal process.
The communication is direct and sprinkled with cheesy humour. Saif and Sara, as usual, are effortless while portraying exaggerated versions of themselves. Actor Brijendra Kala adds to the humour with his impeccable comic timing.
The ads aren’t technical or complicated, which might be why they resonate with viewers.
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The success formula
ACKO’s partnership with Saif and Sara has proven to be a winning formula. While the actors’ popularity helped the brand, there’s more to the decision than just star power.
“Saif and Sara Ali Khan represent a contrast between millennial and Gen X mindsets when it comes to insurance decisions,” reads a media statement from ACKO, when they were first named brand ambassadors.
ACKO seems to have a knack for harnessing the power of famous duos. Saif and Sara aren’t the only stars they’ve teamed up with.
Two weeks ago they brought together Tamil rap sensation Arivu and Carnatic maestro Sanjay Subrahmanyan for a music video anthem called Chennai Kaaran (Proud Chennaite). Their collaboration beautifully blended Chennai’s modern vibes with its deep-rooted traditions, mirroring ACKO’s mission to revolutionise insurance.
The music video has already racked up over 2.5 million views, a testament to the effectiveness of combining local flavour with innovative marketing.
It’s part of the brand’s Tamil campaign titled ‘ACKO Pola Varuma’, which was launched in celebration of Madras Day earlier this year.
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Long-term success
And Acko has kept this streak up. When promoting their health insurance product, ACKO Platinum Health Plan, last year they brought in Bollywood favourites Sanjay Dutt and Arshad Warsi, reprising their beloved roles as Munna Bhai and Circuit.
For years, India’s health insurance industry stuck to a predictable marketing formula. Most ads featured a concerned father worrying about his children’s future, often lamenting the lack of financial support for their education or household needs after his death.
Fear-based marketing was the norm because it seemed like the only way to sell insurance.
But, ACKO stepped away from the norm.
Their six-film campaign last year took a humorous approach to explain complex health insurance features like zero waiting periods, 100 per cent bill payment, full disclosure of ailments, and hassle-free claims.
“Munna and Circuit have always challenged the status quo in their own unique style, and this fits perfectly with what we’ve been doing at ACKO. We’ve focused on simplifying health insurance and removing the pain points for customers,” said Ashish Mishra, EVP of Marketing at ACKO, during the launch of the campaign.
ACKO’s creative team deserves a raise. They’ve made us laugh, given us nostalgia, ventured into music anthems, and continued to keep the brand relevant and fresh.
Brand: Acko
Agency: Leo Burnett
Cast: Saif Ali Khan, Sara Ali Khan, Brijendra Kala
(Edited by Theres Sudeep)