Acko is celebrating the new Mumbai in its latest campaign by inspiring the people of the city to welcome positive changes in all aspects of their lives.
The campaign salutes the positive changes that the city has seen over the years - more sports at Shivaji Park, the Sasson dock art project, a cleaner Juhu beach, rappers of Dharavi, air-conditioned local trains, etc.
Through the campaign, Acko highlights that "Welcome Change" is at the heart of everything they do.
Ashish Mishra, Executive Vice-President - Marketing, Acko, said, "Empathy towards customers and the recognition that they deserve better than the traditional approach to insurance is at the core of everything we do. This empathy is reflected in our innovative way of thinking and doing things. Mumbai, the city where Acko was born, is our first market where we are bringing this philosophy to life through our campaign by showcasing all the positive changes that the city has witnessed."
The campaign is conceptualised by Mahesh Gharat. The initial stage of the campaign features large black-and-white outdoor advertisements captured by photographer Prashant Godbole.
The next phase of the campaign features a music video in black and white, showcasing the essence and character of Mumbai, witnessed through the eyes of someone traveling across the city.
The video has been directed by Mahesh and produced by Hungry Films.
Acko will also partner with Red FM to further extend the campaign. ACKO will also solicit ideas from the city's residents on the changes they would like to see in their community and are hoping to be able to execute and deliver the changes.
It has also launched a photography competition inviting Mumbaikars to showcase the positive changes they see in their city. Acko intends to provide a platform for individuals to express these changes through photography.
Agency and Production: Hungry Films
Creative Director: Mahesh Gharat
Producer: Dharam Valia
Consultant: Pradyumna Chauhan
Photographer: Prashant Godbole
Art Director: Abhay Manchekar
Photographer Asst: Himanshu Mestry
Director: Mahesh Gharat
DOP: Kartik Vijay
Creative Consultant: Prashant Godbole
Music: Subhajit Mukherjee
Lyrics: Abhay Dahkane (Marathi), Pradyumna Chauhan (Hindi)
Singing: Ganesh Chandrashive, Sharmistha Chatterjee, Subhajit Mukherjee