Acko’s latest campaign via by BBH India explains the true meaning of #PaisaVasoolInsurance
Acko, India’s first online-led independent general insurance company, launched its latest campaign – #Paisa Insurance. The campaign conceptualized and executed by BBH is aimed to break through a category cluttered with melodramatic communication.
The campaign draws from the insight that while purchasing insurance, people look for a product that provides value for every buck they spend. Acko’s consumer-centric offering at value for money prices along with a completely digital interface and hassle-free claims fills this market gap. The film’s storyline highlights this.
Varun Dua, Founder & CEO, Acko General Insurance said, “Consumers today choose auto insurance mainly based on pricing followed by quality of service. We are able to offer disruptive prices to the consumers due to the possibility of distribution & underwriting efficiencies in the lean digital model. We also offer 3 days claim guarantee (a first in the industry) along with doorstep pick & drop facility.”
Jagjeet Harode, Business Head, Acko added, “We have taken a quirky route to stand out amongst other Ads and establish the “paisa vasool” proposition of Acko. This is the first time in India, an insurance company has taken value for money positioning and the idea of the campaign is to encourage consumers to check out car and bike insurance prices on the Acko website before making the decision.”
Russell Barrett, Chief Creative Officer & Managing Partner, BBH said, “Acko is a disruptive product in a fairly standardized category. While the “paisa vasool” message is not new in the world of advertising, we needed the work to be as disruptive as possible without losing simplicity or compromising the codes of the category. We have had great fun working on this brand and when that happens, it shows in the work too.”
Credits –
Chief Creative Officer & Managing Partner – Russell Barrett
CEO & Managing Partner – Subhash Kamath
Managing Director – Arvind Krishnan
Head of Planning – Sanjay Sharma
Creative Director – Sapna Ahluwalia, Yohan Daver
Copywriter – Yohan Daver, Siddharth Shah
Art Director – Sapna Ahluwalia, Akshay Keluskar
Head of Production – Khvafar Vakharia
Executive Producer – Reema Asrani
Business Head – Monideepa Nandi
Business Partner – Aishwarya Sundaram, Stuti Sethi
Strategy Director – Soumitra Patnekar
Strategist – Nidhi Sinha
Production House – Early Man Film Pvt. Ltd.
Executive Producer – Anand Menon
Director – Ayappa
DOP – Jason West
Producer – Milin Shah
Line Production – Shail Vora & Malcolm
Sound Engineer – Kenneth Basumatari
Post Producer – Gangadhar Chougala
1st AD – Karan Tejpal
Assistant Director – Mandakini Menon
Editor – Prakash Kurup
Assist Editor – Navneet Pant
Online Artist – Jiten
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