Mumbai: Following the success of last year’s campaign, ACKO has launched the second edition of its car insurance campaign, again featuring the father-daughter duo Saif Ali Khan and Sara Ali Khan.
Conceptualised by Leo Burnett, the campaign continues to challenge conventional views of car insurance and offers a new perspective on the insurance buying and usage process. It addresses common concerns in the insurance business, such as the misconception that insurance must be purchased from the car dealer when buying a new car. The ad films also highlight the confusion caused by numerous calls and varying prices during renewals. ACKO’s straightforward renewal process allows customers to see the price, understand coverage, and renew easily.
The campaign also showcases value-added services available on the ACKO app, including paying traffic challans and checking car resale value, enhancing the overall customer experience.
Speaking about the campaign, ACKO CMO Ashish Mishra shared, “ACKO’s auto business experienced a breakout year in FY’24, with demand significantly surpassing previous benchmarks. The Saif & Sara campaign helped in landing what could be boring car insurance messages in a quirky yet informative manner.” He added, “We are absolutely delighted to bring this dynamic duo back on screen. I am happy that we have stuck to our core principle of having humor in our advertising. 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.”
“Saif and Sara embody the new-age father-daughter dynamics where we see the younger generation teaching the older gen how to embrace technology for good. In our case, car insurance is traditionally seen as a dealer/agent driven process, and ACKO is transforming this with its value-added services which make insurance in the modern day more valuable. Our films leverage the bond between Saif and Sara; keeping the signature ACKO humor and lighthearted approach to addressing important insurance-related issues for consumers,” said Leo Burnett South Asia chief creative officer Vikram Pandey (Spiky).
The ad films are live and will be promoted across various platforms, including television, social media, OTT, and digital channels. The campaign's media mix, which also includes radio and OOH, has been strategically selected to align with the tone and message of the films, ensuring broad reach and impact with the target audience.
