Acko exposes the monsters of insurance in ‘scary’ print campaign via Ogilvy India

Ogilvy India has created this print campaign for Acko General Insurance Limited. Acko, a new-age insurance company, wanted to communicate the advantage of using its smooth, paperless services over traditional insurance providers, to the digitally-savvy youth.

Insurance companies in India are known for the truckloads of paperwork they make their customers fill for submission for their records. The hassle of obtaining a claim, becomes a huge hindrance because of this. As a result, paperwork becomes an enormous and real pain-point for insurance holders.

Acko wanted to exaggerate the pain-point. In this case – paperwork. Ogilvy created a setting of the typical brick and mortar offices in India – in a decrepit state, with piles of files and folders. The print ads showed how horrifying the paperwork with other insurance companies is to customers – as opposed to the smooth, paperless process that Acko offers.

Mahesh Gharat, Chief Creative Officer, Ogilvy India (South), said: “With Acko, there is zero paperwork. Our creative idea and execution was born out of this simple product insight. We wanted to dramatize the pain point and highlight the horrifying experience one has to go through while dealing with traditional insurance companies. To see the campaign come alive on print was truly gratifying. Acko believed in the idea, and to see brands like Acko investing in the craft and not just the message, is great to see.”

Credits
Client: Acko General Insurance Limited
Agency: Ogilvy India (South)
Chief Creative Officers Ogilvy India (South): Mahesh Gharat & Kiran Anthony
President – Ogilvy India (South): N Ramamoorthy
Group Creative Director: Sharat Kuttikat
Creative Director & Art Director: PA Vidyanath
Sr. Creative Director & Copywriter: Nikhil Narayanan
Account Management: Sivaramakrishnan Dandapani
Illustration & 3D: Twinbrains, Delhi