Campaign India Team
Sep 23, 2022

Acko lets users tap renew on the app

Watch the films conceptualised by Leo Burnett Orchard here

Acko has launched a campaign to highlight the benefits of buying insurance directly from an insurer. Conceptualised by Leo Burnett Orchard, the films display the benefits of purchasing and renewing hassle-free bike insurance through the Acko app. Each of the films highlight one of the three USPs of the app, including more savings, zero commission, and instant renewal. 
The first film depicts a father taunting his son about buying bike insurance for his new bike. To his surprise, his son had already purchased insurance from the Acko app and landed up saving money on premium. Towards the end, his father jokes and asks his son to buy a pair of new jeans as well, instead of the ripped ones he’s wearing. 
The second film features a frustrated bank manager asking his colleagues for a quick fix to renew his policy. His colleagues mock him by asking him to keep up with the changing times. He learns that everybody in his office uses the app for all their bike insurance needs. 
The final film sees two friends chatting on the street, while the third enters and apologises for being late. She tells her friend that she got late since her bike insurance had expired. Her friend then compliments her clothes and bag, and sarcastically asks her where she got those from. When she reveals that she got it all on an app, her friend asks her why she can’t get her insurance  done via the app too.  
Ashish Mishra, executive vice president - marketing, Acko, said, "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, said, “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.
The campaign will be rolled out across TV, social and digital. 
Agency: Leo Burnett 
Creative: Rajdeepak Das, Vikram Pandey, Pravin V Sutar, Mayank Trivedi, Niharika Mishra, Siddhi Kapse, Dilin Mathew 
Business: Gaurav Dudeja, Sriya Banerjee, Vidisha Dave, Nikhil Aditya R
Strategy: Dheeraj Sinha, Raghav Swamy, Shashank Bhagchandani 
Films: Akshay Multani, Bhavna Gupta, Shariq Velkar 
Production House: Prodigious 
Director: Sharat Katariya 
Campaign India

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