ACKO Launches New Brand Campaign “Car Insurance Ke Tedhe Games”

ACKO Insurance, India's first and fastest-growing wholly digital insurance provider, has launched its latest marketing campaign - ‘Car insurance ke tedhe games’. Conceptualised and created by Leo Burnett Orchard, the campaign’s creative depicts the current car insurance journey as a complex and absurd game, and showcases ACKO as a direct-to-consumer insurance that helps save both time and money.  The narration in the campaign is by popular Indian actor and comedian, Javed Jaffrey. This is an integrated 360 degree campaign across television, digital, social media and will be amplified across radio and out-of-home in the coming weeks.

Insurance in India has suffered from a trust deficit due to the perceived complexity of the product offerings, the purchase and claims journey. This directly reflects in how underserved the Indian insurance market is. Today, the typical insurance purchase to claim journey is a  complicated, multi-step process that involves a lot of paperwork and services of third party agents and middlemen that inflate the price. ACKO provides frictionless insurance through an intuitive purchase experience, zero-paperwork and stress-free claims process. Being a digital and direct to consumer brand, ACKO has transformed  the entire insurance process that makes it simple and transparent. By eschewing the agent/broker channel, there are no hidden charges or agent commissions. 

ACKO’s new campaign depicts the challenges that consumers have to navigate to buy car insurance today, in a ‘gameworld format’. Featuring contestants competing on an obstacle course, the films highlight issues such as insurance agents that chase you, commissions that inflate  premiums, drawn out claim processes and sub-standard service experience  The campaign informs users on the advantages of buying car insurance from ACKO, by ‘knocking out’ each one of these challenges. The intent of the  campaign is to establish  three key benefits offered by  ACKO Car Insurance in the consumer minds -   zero commissions, zero paperwork and a seamless claims process, along with its free pick up, 3 day repair and doorstep delivery promise.

Ashish Mishra, EVP Marketing said, “With this marketing campaign, we really wanted to highlight how ACKO Car Insurance can be beneficial to customers. We know that buying car insurance can often be expensive, complicated and time consuming for most consumers. They also end up paying the same amount despite differences in their car usage. ACKO Car and Bike Insurance products are designed to overcome these challenges, using advanced technology and consumer data to arrive at the best pricing unique to each consumer. ACKO sells direct to consumers, which has removed commissions and hidden charges, making ACKO's insurance cheaper than other policies in most cases.  So far ACKO has successfully insured 60Million Indians across 550 cities”.

“We are very excited to launch this new campaign informing the consumers about these benefits in a fun and entertaining manner. Our agency partners, LBO and Wavemaker, have helped us in developing a clutter breaking creative campaign and a robust media strategy that will definitely help in driving awareness,” he added.

Vikram Pandey - National Creative Director, Leo Burnett India, said,“Car insurance is boring and car insurance ads even more so. So we created ads that don’t look like ads, they look like snippets out of Japanese Game Shows. The costumes, sets, edit pattern, even Javed Jaffery’s compering, were designed accordingly. We used the ‘Tedhe Games’ format to show what people go through while purchasing or claiming car insurance, and how car insurance from ACKO is a better choice. ‘Paperwork ka Mayajaal’, ‘Commision ka Attack’ and ‘Repair Run’, each ad illustrates the current category grievances and how ACKO is a solve for it all.”


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