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.