Acko Insurance has launched a campaign titled ‘Car insurance ke tedhe games’.
Conceptualised by Leo Burnett Orchard, the campaign consists of three films.
One of them is currently on air and shows the current car insurance journey as a complex game. The narration in the film comes from Javed Jaffrey. It shows how participants struggle to get to the finish line because of commission halting their progress. One participant uses a jetpack and avoids the obstacles to reach the finish line.
Ashish Mishra, EVP - marketing, Acko Insurance, said, “With this marketing campaign, we really wanted to highlight how Acko Car Insurance can be beneficial to customers. We know that buying car insurance can often be expensive, complicated and time consuming for most consumers. They also 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 has removed commissions and hidden charges, making Acko's insurance cheaper than other policies in most cases. 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.”
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 solution 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