Campaign India Team
Sep 07, 2018

Acko uses the humour route to push 'paisa vasool' insurance offering

Watch the ad film conceptualised by BBH India here

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.”
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
#MeToo: Utopeia's co-founder and head of strategy Mitali Srivastava Hough resigns
Premium
3 hours ago

#MeToo: Utopeia's co-founder and head of strategy ...

She leaves the organisation with the 'determination to create an equal, kind and safe workplace for all genders and orientations'.

Premium
FCB gets FuelContent to India
Premium
3 hours ago

FCB gets FuelContent to India

The agency's content production arm will be led by Debarpita Banerjee

Premium
Honeywell shows importance of 'healthy sleep' over 'sound sleep'
Premium
6 hours ago

Honeywell shows importance of 'healthy sleep' over ...

Watch the film conceptualised by The Womb here