Acko Insurance, a digital insurance provider, has launched a marketing campaign ‘Car insurance ke tedhe games’. The narration in the campaign is by actor Javed Jaffrey. This is an integrated 360-degree campaign across television, digital, social media and will be amplified across radio and out-of-home in the coming weeks.
Conceptualised and created by Leo Burnett Orchard, the campaign’s creative depicts the current car insurance journey as a complex and absurd game, and showcases Acko as a direct-to-consumer insurance that helps save both time and money.
Acko provides frictionless insurance through an intuitive purchase experience, zero-paperwork and stress-free claims process. Being a digital and direct-to-consumer brand, Acko has made the insurance process simple and transparent. By eschewing the agent/broker channel, there are no hidden charges or agent commissions.
Acko’s new campaign depicts the challenges that consumers have to navigate to buy car insurance today, in a ‘gameworld format’. Featuring contestants competing on an obstacle course, the films highlight issues such as insurance agents that chase you, commissions that inflate premiums, drawn out claim processes and sub-standard service experience The campaign informs users on the advantages of buying car insurance from Acko, by ‘knocking out’ each one of these challenges. The intent is to establish three key benefits offered by Acko Car Insurance in the consumer minds — zero commissions, zero paperwork and a seamless claims process, along with its free pick-up, three-day repair and doorstep delivery promise.
Ashish Mishra, EVP Marketing, said, “With this marketing campaign, we wanted to highlight how Acko Car Insurance can be beneficial to customers. We know buying car insurance can often be expensive, complicated and time consuming for most consumers. They end up paying the same amount despite differences in their car usage. Acko Car and Bike Insurance products are designed to overcome these challenges, using advanced technology and consumer data to arrive at the best pricing unique to each consumer. Acko sells direct to consumers, which removed commissions and hidden charges, making Acko's insurance cheaper than other policies in most cases. So far Acko has successfully insured 60 million Indians across 550 cities.”
“We are very excited to launch this new campaign informing the consumers about these benefits in a fun and entertaining manner. Our agency partners, LBO and Wavemaker, have helped us in developing a clutter-breaking creative campaign and a robust media strategy that will definitely help in driving awareness,” he added.
Vikram Pandey, National Creative Director, Leo Burnett India, said, “Car insurance is boring and car insurance ads even more so. So we created ads that don’t look like ads, they look like snippets out of Japanese Game Shows. The costumes, sets, edit pattern, even Javed Jaffery’s compering, were designed accordingly. We used the ‘Tedhe Games’ format to show what people go through while purchasing or claiming car insurance, and how car insurance from Acko is a better choice. ‘Paperwork ka Mayajaal’, ‘Commision ka Attack’ and ‘Repair Run’, each ad illustrates the current category grievances and how Acko is a solver for it all.”
Agency: Leo Burnett Orchard, Bangalore
Managing Director India and Chief Strategy Officer Leo Burnett South Asia: Dheeraj Sinha
Managing Director India and Chief Creative Officer Leo Burnett South Asia: Rajdeepak Das
Branch Head and EVP: Gaurav Dudeja
National Creative Director: Vikram Pandey
Creative Team: Geo Joseph, Indrajeet Kadam, Ashish Sharma, Gokulkrishnan, Nobin Yesudass
Account Management Team: Syed Nabeel, Chirag Jain, Rahil Sheth
Production House: Prodigious Brand Logistics/Benetone Films
Director: Tae Anupron
Executive Producer: Varun Shah
Producer: Rudra Mawani