Acko, a general insurance company, launched a campaign titled '#PaisaVasoolInsurance'.
Conceptualised by BBH, the campaign consists of a humorous film which pushes the brand's 'paisa vasool' thought.
Varun Dua, founder and CEO, Acko General Insurance, said, “Consumers today choose auto insurance mainly based on pricing followed by quality of service. We are able to offer disruptive prices to the consumers due to the possibility of distribution and underwriting efficiencies in the lean digital model."
Jagjeet Harode, business head, Acko, added, “We have taken a quirky route to stand out amongst other Ads and establish the “paisa vasool” proposition of Acko. This is the first time in India, an insurance company has taken value for money positioning and the idea of the campaign is to encourage consumers to check out car and bike insurance prices on the Acko website before making the decision.”
Russell Barrett, CCO and managing partner, BBH, said, “Acko is a disruptive product in a fairly standardised category. While the 'paisa vasool' message is not new in the world of advertising, we needed the work to be as disruptive as possible without losing simplicity or compromising the codes of the category. We have had great fun working on this brand and when that happens, it shows in the work too.”