Acko, an independent general insurance company, marked its debut with a campaign created by BBH featuring actors and comedians Tanmay Bhat and Mallika Dua. Aptly titled ‘Aaaaaaa ko kare stop’ the films introduce Acko as a new age insurance provider and use wit to communicate the importance of insurance in our daily lives.
Founded by Varun Dua, Acko aims to disrupt India’s insurance industry and will start with offering automobile insurance to its users on a digital platform. The campaign created and executed by BBH is a pre-launch initiative aimed to create intrigue & buzz around the brand.
Varun Dua, Founder & CEO, Acko General Insurance said, “We are all set now and will be starting with automobile insurance. With BBH’s help, we have tried to strongly differentiate & introduce Acko as a young and contemporary insurance player.”
Vaibhav Manchanda, Head of Brand Strategy & Communication, Acko added, “When we say new age insurance, we mean it. We want to be relevant for today’s consumer & make them look at insurance in a new light. Ours is a company that is dynamic, inventive & approachable and that is what you will see in our brand communication as well.”
Russell Barrett, Chief Creative Officer& Managing Partner, BBH said, “Acko promises to be a genuinely disruptive player in a rather staid and boring category. We love that. We needed to make a couple of videos that created some “noise” for the brand. If nothing else, these films do that. But I believe they also signal the intent of this hugely exciting brand; to be a young, modern, creative influence in the world of insurance.”
Arvind Krishnan, Managing Director, BBH added, “It’s great when you have clients who believe in the power of difference. That’s our strength, and we’re very happy to create a brand that exemplifies this power at every touch point.”