ACKO is back with a fresh car insurance campaign featuring Bollywood’s Saif Ali Khan and Sara Ali Khan, building on the success of their previous collaboration.
This time, the campaign aims to disrupt conventional views on car insurance, tackling common misconceptions head-on and highlighting the user-friendly features of the ACKO app.
Crafted by the creative minds at Leo Burnett, the campaign seeks to debunk outdated beliefs, such as the necessity of purchasing car insurance through a dealer, and addresses the frustration many customers face with endless renewal calls and fluctuating premiums. ACKO simplifies this process by offering a clear and transparent approach to renewals, ensuring that customers receive consistent and fair pricing.
In addition to streamlining the insurance renewal process, the campaign showcases the convenience of the ACKO app. With features like the ability to pay traffic fines and check car resale values, the app is designed to enhance the overall experience for car owners, making it a one-stop solution for various automotive needs.
Ashish Mishra, Chief Marketing Officer at ACKO, expressed his excitement about the campaign, stating, “The past year has been exceptional for ACKO’s auto business, with demand exceeding all expectations. The Saif & Sara campaign has played a crucial role in delivering key messages about car insurance in an engaging and memorable way. We’re thrilled to have this father-daughter duo back on screen, and we believe their chemistry will resonate with our audience while also providing valuable information about our services.”
Vikram Pandey, Chief Creative Officer at Leo Burnett South Asia, added, “Saif and Sara represent the evolving dynamics between generations, with the younger generation often guiding the older one in embracing new technology. This mirrors what ACKO is doing in the car insurance space—shifting from a traditional dealer-driven model to a more modern, value-added approach. Our campaign leverages the natural bond between Saif and Sara, while maintaining the signature humor that ACKO is known for, to address important issues in a light-hearted and accessible way.”
The campaign is being rolled out across multiple platforms, including television, social media, OTT, and various digital channels, ensuring that it reaches a broad and diverse audience. Additionally, the media mix incorporates radio and out-of-home (OOH) advertising, strategically selected to maximize the campaign’s impact and deliver its message effectively.
With this innovative campaign, ACKO continues to position itself as a leader in the car insurance industry, offering solutions that are not only easy to understand but also designed to meet the needs of today’s tech-savvy consumers.
