Acko launches ‘Ismein Dimaag Kya Lagana’ campaign

Conceptualised and created by Leo Burnett Orchard, the video establishes Acko as a no-brainer choice for customers

e4m by exchange4media Staff
Updated: Jun 24, 2019 9:08 PM
Acko Ad

Acko, the new-age online general insurance brand, recently launched its latest marketing campaign. Conceptualised and created by Leo Burnett Orchard, the campaign revolves around how Acko has transformed the laborious, yet critical car insurance purchasing process into one that’s quick, easy and fits in your pocket.

Car insurance purchase being a low involvement decision, car owners postpone the decision to the last few days before the policy expires. Once they decide to buy, they spend a lot of time comparing rates online to get the best value, getting help from friends and family, and answering unsolicited insurance agent calls. Through this campaign, Acko establishes its core benefits of providing car insurance at incredibly low premiums almost instantly, thereby making it a no-brainer choice. Hence the idea, “Ismein Dimaag Kya Lagana?”.

“Consumers are bombarded with too many choices today. They want to pick the best one but at the same time, avoid the cognitive load when it’s not worth the hassle,” Kavita Chowkimane, VP Marketing, Acko, said. “Our campaign is inspired by the thought of simplifying this decision for the value-conscious but the time-poor consumer. Buying an insurance policy does not need to be such a taxing process and we think Acko is definitely a no-brainer choice.”

Prashanth Challapalli, COO, Leo Burnett Orchard, added, “The relationship between a man and his car is a fascinating one. Irrespective of how much the car costs, you care for it and also take it for granted. Anything that is critical to the everyday running of the car is always a priority. Anything that is under the hood is taken for granted and usually becomes a hassle to get done. Our story is a classic argument between a car that is upset at being taken for granted and the guy who is trying his best to remedy a bad situation.”

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