Saif and Sara Ali Khan bring humour to Acko's modern take on car insurance

Acko’s second edition of its car insurance campaign, once again features Bollywood father-daughter duo, Saif Ali Khan and Sara Ali Khan. Conceptualised by Leo Burnett, it takes the narrative further to address some concerns prevailing in the insurance business. The ad films also illustrate how consumers sometimes get bombarded with numbers of calls during renewals and are left confused because of differing prices.

Speaking about the campaign, Ashish Mishra, chief marketing officer of Acko, shared that the company’s auto business experienced a breakout year in FY’24, with demand significantly surpassing previous benchmarks. “The first Saif and Sara campaign helped in landing what could be boring car insurance messages in a quirky yet informative manner” he said, sharing his delight to bring this dynamic duo back on screen. “The campaign has come out really well and I am sure our customers will love watching them as well as benefit from new information that we are trying to communicate.”

The company said that Acko’s renewal process allows customers to always see the price, know exactly what’s being covered and renew easily. In addition to tackling these critical issues, the campaign highlights the value-added services offered on the insurance company’s app, such as paying traffic challans and checking the resale value of cars, amongst other services, enabling an overall enhancement of the customer experience.

“Our films leverage the bond between Saif and Sara; keeping the signature Acko humour and lighthearted approach to addressing important insurance related issues for consumers,” said Vikram Pandey, chief creative officer Leo Burnett South Asia.

The ad films are live in the media and will be promoted across a wide range of platforms, including television, social media, OTT, and digital channels. The campaign’s media mix, which also includes radio and OOH, has been carefully chosen to align with the tone and message of the films, ensuring maximum impact and reach to the target audience.

Campaign’s take: Acko’s latest campaign featuring Saif Ali Khan and Sara Ali Khan cleverly mixes humour with practical insights, making the typically mundane topic of car insurance refreshingly engaging. Building on last year’s ads, this father-daughter duo represents the modern generational dynamic—Sara, tech-savvy and confident, guides her father, Saif, through the evolving world of online insurance. This dynamic showcases Acko’s mission to modernise car insurance, steering it away from the outdated, agent-driven model.

What sets this campaign apart is its lighthearted take on real consumer pain points. By highlighting common frustrations, like the misconception that car insurance must be bought from the dealer or the confusion caused by numerous calls during renewal periods, Acko turns these into relatable and laughable moments. The ads make the case that, with Acko, transparency and ease are just a click away—customers can view prices, understand coverage, and renew policies without the typical hassle.

The use of humour not only entertains but also educates, breaking down the barriers of what can be a confusing subject. By leveraging the natural chemistry between Saif and Sara, Acko keeps the messaging approachable and memorable.

Credits:
Creative team: Rajdeepak Das, Vikram Pandey, Ashish Sharma, Ashish Jha, Amey Pandit, Dattaprasad Maestry, Kaushiki Dasgupta, Rohan More, Vignesh Parab

Account management: Amitesh Rao, Abhimanyu Khedkar, Shailee Mehta, Ryan Carlo, Jasmin Nayak, Sanika Raut

Account planning: Raghav Swami, Anushka Mitra, Nabodita Rao

Production: Varun Shah, Akshay Multani, Sheetal Vernekar, Varun Pitkar

Director: Shujaat Saudagar