The Indian general insurance company, ACKO has unveiled a new marketing campaign following the start of the Indian Premier League (IPL) 2022 with several ad films that emphasize the value propositions that a customer can expect when buying from ACKO’s. The name of the new intriguing campaign is #CheckACKO, which motivates viewers to check the ACKO app to explore the advantages, such as saving up to INR 50,000 on new car insurance, claim settlements in 24 hours and advantages of purchasing from ACKO.
The DDB Mudra Group, which created and conceptualised the ad films referred to unconventional and humorous scenarios to portray a simple message and narrate the benefits of the ACKO app. Through this campaign, ACKO has brought back the characters of Funcle and Murthy from the previous year’s campaign.
The three-film series have a common theme of Funcle telling the benefits of using ACKO to Murthy, while stuck in difficult situations and Murthy regretting not referring to ACKO.
The inaugural ad film of the series aired on March 31 and was boosted through digital, social media and television.
Ashish Mishra, Executive Vice President – Marketing, ACKO General Insurance, said, “Research told us that consumers are unaware that they can actually save a huge amount of money if they pay attention to the cost of the insurance. With ACKO, the savings can be as high as 50k as they are buying straight from the company. That’s what the campaign is focused on, delivering the message in ACKO’s unique style of humour. The character Murthy has become very popular with the audiences and we just had to keep his adventures going. IPL is a great media property to launch new campaigns as it attracts large audiences. This year, we are the leading sponsors of six IPL teams and we are hoping that this campaign will play a crucial role in helping the brand connect with the base of IPL fans.”
Speaking on the ad film, Pallavi Chakravarti, Creative Head, DDB Mudra West, said, “Getting one’s car ACKO insured is a no-brainer – what with same day claim settlements, savings of up to fifty thousand and much more. But sometimes one misses the boat and goes on to regret it. With this new 360 campaign, the misadventures of the long-suffering Murthi continue, as Funcle keeps extolling the many virtues of Acko at the strangest of moments.”
Before the commencement of the ongoing season, ACKO secured some fruitful sponsorship deals by teaming up with Mumbai Indians (MI), Sunrisers Hyderabad (SRH), Lucknow Super Giants (LSG), Gujarat Titans (GT), Delhi Capitals (DC) and Kolkata Knight Riders (KKR).