ACKO goes hyperlocal in Chennai with their ‘ACKO Pola Varuma’ campaign

Following the success of its prior hyperlocal campaigns, ACKO, the tech-driven insurance provider, launches its latest initiative in Chennai – ‘ACKO Pola Varuma’ (ACKO, Let's Go).

This new campaign, conceptualized by DDB Mudra South and directed by renowned Tamil director Gautham Vasudev Menon, features popular actors Yogi Babu and Paal Dabba. The commercials showcase a relatable father-son duo, leveraging humor and local references to resonate with Chennai's audience.

ACKO boasts over 500,000 customers in Chennai and aims to solidify its position as a modern insurance solution provider. The campaign highlights the advantages of purchasing motor insurance directly from the company.

With a humorous touch and colloquial language, the ads address the typical Chennai skepticism of making significant choices without consulting family and friends. The campaign cleverly uses the local phrase "Naal aalukitteketupannanum" (meaning "need to consult four others") to nudge viewers towards making informed insurance decisions for a smooth experience.

The three films explore various benefits offered by ACKO, including affordability, hassle-free claims, roadside assistance, and effortless renewals. Each scenario revolves around the son's "unorthodox" choice and the father's initial doubt.

Ashish Mishra, Chief Marketing Officer of ACKO, commented on the launch: "Chennai is a crucial and rapidly growing market for ACKO. We've received immense appreciation from Chennai residents for our insurance products and streamlined claim process. Customers were particularly impressed with our prompt response during last year's cyclone Michaung, which truly exemplified our dedication to the city. This new campaign, both informative and humorous, will undoubtedly resonate with a wider audience, spreading awareness about ACKO and its services across Chennai."

Sooraj Pillai, Group Creative Director at DDB Mudra, added: "As a disruptive force in motor insurance, ACKO demanded an equally innovative and engaging campaign. Yogi Babu and Paal Dabba, with their relatable 'neighbor next door' appeal and comedic timing, perfectly connect with the audience. Collaborating with the esteemed Gautham Menon was a privilege, bringing a touch of magic behind the scenes. I'm confident viewers will enjoy the campaign as much as I did."

Over the years, ACKO has revolutionized the motor insurance landscape by prioritizing exceptional customer experience and offering competitive prices. In a traditionally broker-dominated market, ACKO empowers customers by simplifying the purchase process through a user-friendly app and providing the best prices. By eliminating middlemen, ACKO successfully transfers cost benefits directly to consumers.

The ‘ACKO Pola Varuma’ campaign extends beyond films with multi-channel deployment across Chennai. This includes out-of-home advertising in high-traffic areas and radio activations for wider consumer reach.

Credits:
Client: Vipin Nair, Gargi Singh, Lavanya Mohan, Dushyant Kotak, Prakhar Saini, Shirsha Majumdar
Director: Gautham Vasudev Menon
Creative: Sooraj Pillai, Smit Jadhav, Anoop Sivadasan
Business: Menaka Menon, D.S.Navin, Darshan.A.R.
Strategy: Sanjana Chetan
Production House: Happy Unicorn