Bengaluru, India – In line with the upcoming Indian Premier League this year, insurance company ACKO has launched a marketing campaign in a bid to highlight the value propositions that a consumer can expect when buying directly from ACKO’s.

The ad films, created and conceptualised by The DDB Mudra Group, rely on quirky, humorous scenarios to drive home a simple message and a call to try the ACKO app to experience these benefits firsthand. The new campaign also brings back the characters of Murthy and Funcle from last year’s campaign and builds on the funny dynamic between them. 

In addition, the campaign, titled #CheckACKO, encourages viewers to check the ACKO app to discover the benefits, such as savings up to Rs. 50,000 on new car insurance, claim settlements in 24 hours and the benefits of buying directly from ACKO.

Ashish Mishra, executive vice president for marketing at ACKO General Insurance, said, “Research told us that consumers are unaware that they can actually save a huge amount of money if they pay attention to the cost of the insurance. With ACKO, the savings can be as high as 50k as they are buying straight from the company. That’s what the campaign is focused on, delivering the message in ACKO’s unique style of humour. The character Murthy has become very popular with the audiences and we just had to keep his adventures going.”

He added, “IPL is a great media property to launch new campaigns as it attracts large audiences. This year, we are the leading sponsors of six IPL teams and we are hoping that this campaign will play a crucial role in helping the brand connect with the base of IPL fans.”

Commenting on the campaign launch, Pallavi Chakravarti, creative head at DDB Mudra West, commented, “Getting one’s car ACKO insured is a no-brainer – what with same day claim settlements, savings of up to fifty thousand and much more. But sometimes one misses the boat and goes on to regret it. With this new 360 campaign, the misadventures of the long-suffering Murthi continue, as Funcle keeps extolling the many virtues of Acko at the strangest of moments.”

The first ad film of the series went live on March 31 and amplified across television, digital, and social media.

Bengaluru, India – In one of the most unexpected gifts for the holiday season, local insurance provider ACKO Insurance has recently launched a holiday campaign that targets to make roads in the city of Bengaluru safer to travel by fixing its current inconsistent road structure.

Done in partnership with creative agency Leo Burnett Orchard, the campaign sees a bunch of workers clad in Santa Claus costumes working to fix the road potholes in the wee hours of the night. The project, which is also made in partnership with organization PotHoleRaja, patched over 150 potholes near Royal Meenakshi Mall in Bannerghatta to help make the roads safer and ensure a smooth ride for the commuters.

Further in the campaign video, onlookers watch the truck doors open as the Santas get to work, with a Christmas melody as a backdrop. The following morning, residents express their joy and gratitude upon waking up to the gift of a patched-up road.

Speaking about the campaign, Ashish Mishra, EVP for marketing at ACKO, said, “The campaign was born out of our desire to play a part in eliminating this menace and making road travel safer. We made this vision a reality by collaborating with PotHoleRaja to give the city’s residents an ideal Christmas gift. The campaign is also especially close to our hearts since it is part of ACKO’s bigger mission to promote and prioritise road safety for all.”

Meanwhile, according to Prathap B., founder and CEO at PotHoleRaja, their focus is to have accident-free roads and save lives by fixing potholes. He also added that their agenda is to drive awareness and find effective means to fix potholes.

“So, when we were approached for this campaign, we felt this would be the best thing we could do during Christmas for the people of Bengaluru. We are always on the lookout for companies and partnerships that understand our vision of pothole free roads, so we thank ACKO for supporting our cause,” Prathap said.

Pravin Sutar, creative head India at Leo Burnett Orchard, added, “Christmas is all about childlike innocence and smiles. And that’s exactly what we wanted to spread for the residents of Bengaluru. We hope that we’ve raised the bar for Christmas advertising in India, with this piece.”

The film is being amplified through digital channels and across social media.

New Delhi, India – Digital insurance policy provider ACKO General Insurance in India has tapped Dentsu Webchutney to handle its digital and social media duties for the company, with its entire operations offered through the digital platform.

Dentsu Webchutney, which operates as the official digital creative agency of dentsu India, won the account after a multi-agency pitch.

With ACKO setting new benchmarks for customer experience in an otherwise slow-moving category, Dentsu Webchutney comes in with a specific goal to grow ACKO’s place in the market, with an always-on social excellence approach.

Ashish Mishra, executive vice president for Marketing at ACKO General Insurance said that they are absolutely thrilled to be joining forces with Dentsu Webchutney, adding that partnering with them to lead their charter on digital marks the beginning of a journey that is filled with intent and backed by action.

“We are certain that Dentsu Webchutney, with their nuanced understanding of the digital landscape, will fuel our vision to be the country’s most loved general insurance brand,” Mishra said.

Meanwhile, GD Prasad, vice president at Dentsu Webchutney, the agency will continue to push the bar for the team in what has turned out to be a year of fantastic partnerships with disruptive new brands for the agency.

“In a short time, ACKO has established itself as a disruptive brand that every player in the category will soon follow. To partner with them, is to take another step into the deep end of the impact of digital technologies. We have the enviable chance to build a brand whose actions are aligned with its values,” Prasad stated.