Acko launches Diwali Anthem with a new digital campaign #LetsReverse
India’s first and fastest growing insurance policy provider, Acko General Insurance has launched a new digital campaign that urges consumers to help #LetsReverse the effects of pollution caused by firecrackers during Diwali by not taking their car out on the next day of Diwali.
Firecrackers are an integral part of Diwali celebrations and while there's been a growing movement towards green crackers, how we want to celebrate Diwali is still a personal choice. The campaign proposes a practical solution and encourages people to not drive their car the next day to reduce the pollution in the air.
Created by Leo Burnett Orchard, the film celebrates the festive spirit while motivating people to take action to #LetsReverse, all delivered in a humorous way that is Acko’s signature style in its ads. The creative execution shows people preparing to celebrate Diwali in a big way by buying new clothes, decorating the house with diyas, lights and rangoli colors and enjoying delicious food. When it comes to lighting crackers, it educates about the harmful impact a single firecracker can have on the environment and how by taking a small step, each one of us can help reduce pollution and make a big difference.
In addition to the film releasing on digital platforms, it will be amplified across all of Acko’s social channels. Acko will also engage with influencers known to have a voice for sustainable causes and who can rally up their followers to join the #LetsReverse initiative.
Speaking on the campaign, Kavita Chowkimane - VP Marketing, Acko said, “As a young & growing consumer brand, we recognise the need to take positive action towards our environment. #LetsReverse is a call to action for each one of us. By simply not taking our car out for the full day after Diwali, we can contribute our bit to help reverse the effects of air pollution. With this campaign, we want to encourage people to take some action and hope to start a movement towards greener choices.”
Rajdeepak Das, Managing Director India and Chief Creative Officer Leo Burnett South Asia said,“It’s a practical idea, with an act at the center of it. Diwali is the time of festivities and celebrations with our family, friends and loved ones. But a real aftermath of these festivities is the pollution that we inadvertently create. Small acts like taking public transport, or just spending the day at home can go a long way in balancing the pollution created by our crackers and more. It’s a simple act which is easy to do. Simple but powerful.”
Agency: Leo Burnett Orchard, Bangalore
Branch Head and EVP: Gaurav Dudeja
Brand Partner: Syed Nabeel
Brand Director – Chirag Jain
AECD: Ashish Sharma
Copywriter: Nayantara Shah
Production: Content Factory
Director: Jeet Lotia
Executive Producer: Haider Ali
Producer: Meet Sampat