Acko, an independent general insurance company, has marked its debut with a campaign created by BBH featuring Tanmay Bhat and Mallika Dua.
Titled ‘Aaaaaaa ko kare stop’, the films introduce Acko as a new age insurance provider and use wit to communicate the importance of insurance in our daily lives.
Founded by Varun Dua, Acko will start with offering automobile insurance to its users on a digital platform. The users will be able to purchase insurance seamlessly and instantly on Acko.com.
In May this year, Acko raised $30 million in seed funding from Narayan Murthy’s Catamaran Ventures, Accel and SAIF Partners, Kris Gopalakrishnan, Co-founder Infosys, Hemendra Kothari of DSP Blackrock, Atul Nishar, Founder & Chairman of Hexaware Technologies, Rajeev Gupta, veteran investment banker and Founder of Arpwood Capital, Venk Krishnan and Subba Rao of NuVentures, Swiss Re & Transamerica Ventures.
The campaign created and executed by BBH is a pre-launch initiative aimed to create intrigue and buzz around the brand.
Varun Dua, Founder & CEO, Acko General Insurance, said, “We are all set now and will be starting with automobile insurance. With BBH’s help, we have tried to strongly differentiate and introduce Acko as a young and contemporary insurance player.”
Vaibhav Manchanda, Head of Brand Strategy & Communication, Acko, added, “When we say new age insurance, we mean it. We want to be relevant for today's consumer and make them look at insurance in a new light. Ours is a company that is dynamic, inventive and approachable and that is what you will see in our brand communication as well.”
Russell Barrett, Chief Creative Officer & Managing Partner, BBH, said, “Acko promises to be a genuinely disruptive player in a rather staid and boring category. We love that. We needed to make a couple of videos that created some ‘noise’ for the brand. If nothing else, these films do that. But I believe they also signal the intent of this hugely exciting brand; to be a young, modern, creative influence in the world of insurance."
Arvind Krishnan, Managing Director, BBH added, “It's great when you have clients who believe in the power of difference. That’s our strength, and we're very happy to create a brand that exemplifies this power at every touchpoint.”
Client: Acko General Insurance Limited
Chief Executive Officer: Varun Dua
Head, Brand Strategy & Communication: Vaibhav Manchanda
Agency: BBH India
Chief Creative Officer & Managing Partner: Russell Barrett
Managing Director: Arvind Krishnan
Creative Directors: Sapna Ahluwalia, Yohan Daver
Head of Production: Khvafar Vakharia
Principal Consultant: Content and Entertainment: Pranay Anthwal
Business Head: Monideepa Nandi
Sr. Business Partner: Aditya Kaushik
Business Partner: Aishwarya Sundaram
Head of Strategy: Sanjay Sharma
Strategy Director: Soumitra Patnekar
Strategist: Nidhi Sinha
Production House: Gobsmack Entertainment
Executive Producers: Shyam Madiraju, Mohit Rastogi
Director: Shivaji Sen
DOP: Lawrence D Cunha
Producer: Mukesh Pathak
Line Production: Deepak Mishra
Post Producer: Saurabh Khurana
Assistant Director: Hamil Wassan