Digital insurance platform, Acko, has launched a marketing campaign for the IPL’s 2021 edition. The film-led campaign features actor Arshad Warsi with Mumbai Indians' cricketers Rohit Sharma, Jasprit Bumrah and Krunal Pandya.
The campaign, conceptualised by Leo Burnett Orchard, aims to tell consumers that Acko offers a better way to buy insurance. In the film, Warsi is shown to represent people who are disbelieving of the brand’s claims, but the cricketers end up convincing him to give the app a go and see for himself.
Ashish Mishra, EVP – marketing, Acko General Insurance, said, “Most customers are not aware that when buying insurance directly from the company, they will be paying a much lower insurance premium for getting their car insured. Once they see a quote from Acko, most of the time, their immediate reaction is “How is this possible?” Our campaign is designed to answer that very question. In all sincerity, we didn't think we would have to do a campaign to tackle ‘price unbelievability’. But we are glad to address this concern and hopefully, this will encourage more people to try Acko for their car insurance needs.”
Amod Dani, ECD, Leo Burnett Orchard, said, “During the IPL, we see a lot of campaigns where our favourite cricketers endorse multiple products. Quite often, these ads create a sense of disbelief. So could an Acko ad change this? That’s the behaviour we tapped into. Acko offerings like zero commission are as amazing as they come and to top it, with cricketers endorsing it, it does raise a few eyebrows. We got Arshad Warsi on board, to react to the Acko ads, literally in an Acko ad. The disbelief factor in the ad comes from cricketers talking to Arshad from inside a television set while convincing him in their unique ways by asking him to check the Acko app and believe in Acko.”
The film will be seen across TV, digital and social media.
Agency: Leo Burnett Orchard, Bangalore
MD India and CSO Leo Burnett South Asia: Dheeraj Sinha
MD India and CCO Leo Burnett South Asia: Rajdeepak Das
Branch head and EVP: Gaurav Dudeja
Executive creative director: Amod Dani
Creative team: Bhoopendra Pandey, Mahima Sharma, Anubhav Srivastava, Suketu Gohel, Dilin Mathew
Account management: Sriya Banerjee, Chirag Jain, Ishita Chaterjee
Head of films department: Jignesh Maru
Agency executive producer: Sagar Bhanushali
Production house: Offroad Films
Director: Shaaze Merchant
Director of photography: Siddharth Kale
Executive producer: Khalil Bachooali
Co-executive producer: Fahad Pathan
Producer: Manjula Dasgupta
Associate producer: Aishwarya Bhatia