The ad films reinforce the value proposition of ACKO bike insurance of more savings, zero commission, and instant renewal
23 September, 2022
ACKO has launched a series of quirky ad films that highlight the benefits of buying insurance directly from an insurer. To continue to educate the consumers and engage with them in a fun yet informative manner, the ad films display the benefits of purchasing and renewing hassle-free bike insurance through the ACKO app. The ad films have been conceived by Leo Burnett Orchard, which uses an engaging and explanatory tone with a hint of humour to drive the ACKO advantage home.
The campaign highlights that benefits like zero commission, zero paperwork, instant renewal, and extensive savings are a 'welcome change' compared to what is available in the traditional insurance space. The core insight behind the campaign are the preconceived notions such as youngsters are usually irresponsible and don't care about safety, smaller towns are not digitally savvy and don't use apps, and the choice of renewing insurance is still with the men of the house. ACKO, with these ad campaigns, wants to break the stereotype.
The first film depicts a father pulling his son's leg about buying a new bike while being concerned about the new bike insurance. To the father's surprise, the son had already purchased insurance from the ACKO App and saved money on premiums. The ad film aims to break the notion that young adults are irresponsible by portraying the protagonist as a responsible son who makes the wise decision to purchase insurance ahead of time.
The second commercial begins in a bank. The data gathered by ACKO shows that this narrative has shifted, and it is not completely correct to say that people in tier II cities are not digitally savvy. ACKO is celebrating societal change through this slice-of-life-humored film.
The third ad opens in front of a café in Mumbai where two friends are seen chatting on the street while the third friend enters the scene and apologizes for being late. Through this film, ACKO encourages women to buy insurance independently, as they make informed choices and buy other items online. Empowering women to make insurance decisions without any assistance from men is a change that ACKO wants to highlight through this film.
Commenting on the campaign launch, Ashish Mishra, Executive Vice President - Marketing, ACKO, says, "We at ACKO are trying to fundamentally change the way people buy insurance in India. We believe that a huge part of the country's population is still unaware of the benefits of buying insurance directly from a trusted insurance provider. We focus on three segments of young individuals, folks in tier II towns, and women in the new campaign. We want to change how people view these segments while educating them on the benefits of buying insurance directly."
Pravin V Sutar, Creative Head, Leo Burnett Orchard, tells, “ACKO has disrupted the industry in the last three years by changing how people interact with the insurance industry. 'Welcome Change' is an excellent plank for ACKO that allows us to showcase the change that ACKO brings to the insurance category and also allows us to spectate and comment on the changing dynamics of our audience. With our campaign, we decided to spotlight the nuanced cultural and societal changes happening all around us. For example, women are not financial bystanders anymore; they are empowered financial decision-makers. Young people don't lean on their parents for financial advice, and they are becoming financially aware and active. Even people who were dependent on other people's advice are now taking financial matters into their own hands. ACKO insurance is here to make insurance simple and easy for everyone."
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