ACKO continues its hyperlocal approach to educate customers in Chennai, Ropes in Ravichandran Ashwin to drive the Brand Proposition of ‘Welcome Change’

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  • The ad film draws a parallel between the olden times and the present, comically, to educate customers on buying insurance the ACKO way

CHENNAI: From chariots to cars, we have evolved in the way we travel but have we also changed the way we buy and use insurance? The answer is no, and to change this, ACKO, India’s first digital native insurer, has launched its latest campaign exclusively for the Chennai market, tying to its value proposition of ‘Welcome Change.’      

The cost of Insurance can be a huge amount when buying a car. But customers rarely pay attention to the insurance as it gets bundled under other fees and charges and moreover, people are more interested in the new car than the insurance.

Unfortunately, this is where they miss out on huge savings. And this is what ACKO wanted to highlight through this campaign. In some models, the difference between the price from ACKO versus the insurance provided by the dealership can be as high as up to Rs.45,000/-. Just imagine what all customers can do with that savings.

The campaign takes an interesting narrative of comparing the past to the present and moves back and forth in time to enlighten the audience about the necessity of changing with changing times. ACKO has roped in the cricketing sensation Ravichandran Ashwini for the campaign to appeal to its Chennai audience. 

Conceptualized by DDB Mudra, the ad film brings to life the latest value proposition of ACKO – ‘Welcome Change’ that shifts the needle from traditional ways of buying insurance to a fresh perspective of picking insurance directly from the insurer in a highly hassle-free and convenient manner with the added benefits of saving as much as Rs 45000 on premiums.

Along with Ravichandran Ashwin, the ad film also features Chennai’s famous stand-up comedians Jagan Krishnan and Vikram Arul Vidyapathi. Their Tamil tone and lingo only add to the fun element with a strong underlying message of shifting the paradigm from a traditional way of buying insurance to buying insurance from the ACKO app.

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