Munna-Circuit Return to Simplify Health Insurance with ACKO!

After the immense success of the health insurance campaign - Health Insurance ki Subah ho Gayi Mamu, ACKO, India’s leading D2C protection destination, brings back the legendary Munna-Circuit Jodi as it unveils the second edition of the campaign. Directed by Rajkumar Hirani, the campaign continues to challenge the norms in the health insurance space.

The first campaign introduced ACKO Health Insurance and set a new benchmark for insurance advertising, breaking away from the fear-driven narratives that have long dominated the industry. It embraced humour and relatability, creating a significant cultural impact and establishing a unique connection with audiences. 

In the latest campaign, the three films address the lesser-aware yet key issues such as room rent capping, the importance of buying insurance early, and the inadequacy of corporate health insurance coverage. The films continue to educate the customers around the factors necessary for the customers to keep in mind before picking the right plan and simplifying the complexities of health insurance

Leo Burnett, who conceptualized and executed the first campaign, continues their creative partnership with ACKO by bringing the second edition to life with the same charm, wit, and chemistry of Munna and Circuit.

Commenting on the campaign, Ashish Mishra, Chief Marketing Officer of ACKO, said, "The first edition of the Munna-Circuit campaign was a breath of fresh air for the health insurance industry. It demonstrated that insurance advertising could break away from traditional, fear-driven narratives and instead be engaging, humorous, and thought-provoking while delivering critical messages. With the second edition, we are building on this momentum, bringing a ‘welcome change’ by continuing to challenge conventions and addressing themes that truly matter to customers. Our mission remains the same—to simplify health insurance and build trust by tackling real pain points in a way that connects with everyone.”

“Building on the success of our first Munna – Circuit campaign, the new films bring to life the real and meaningful benefits of ACKO health insurance.  We have also added new characters from the film to the series to help the audiences relate to both the message and the campaign. This campaign truly defines how celebrities can be used effectively and consistently to maximize impact,” says Vikram Pandey, Co-Chief Creative Officer.

This campaign comes at a time when ACKO has been making remarkable strides in the retail health insurance segment. In just 21 months since its launch, ACKO’s retail health insurance has recorded a significant increase in its Gross Direct Premium Income (GDPI). ACKO’s digital-first approach, backed by innovative features such as zero waiting periods and 100% bill payment, has built significant trust and loyalty among its customer base.

The campaign will be rolled out across TV, OTT and digital channels, ensuring a wide reach to its target audience.