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
DDB harks back to founding trio in new corporate identity
Premium
1 day ago

DDB harks back to founding trio in new corporate ...

Ned Doyle, Mac Dane and Bill Bernbach founded their agency in New York in 1949.

Premium
A first look at the MediaWorks 2019 mentors
Premium
2 days ago

A first look at the MediaWorks 2019 mentors

In addition to attracting the region’s top brand and agency talent, MediaWorks is proud to draw the industry’s game-changers who will mentor and guide this year’s delegates.

Premium
Blog: T-Series topples PewDiePie for a day, but success is shortlived
Premium
2 days ago

Blog: T-Series topples PewDiePie for a day, but ...

T-Series, bolstered by the viral trailer of new movie, ‘PM Narendra Modi’ took what looked like an unassailable lead over rival PewDiePie yesterday but the savvy Swede was back at No 1 by the late night in the Great Subscriber War!

Premium
AME Awards: ADK-Fortune receives India's only shortlist
Premium
2 days ago

AME Awards: ADK-Fortune receives India's only shortlist

The agency's work for Manforce Condoms makes the cut