Acko Goes Hyperlocal With New Campaign In Chennai

Acko unveils its new campaign, 'ACKO Pola Varuma' in Chennai to deliver a local flavour to the audience.

Conceptualised by DDB Mudra South, the films are directed by Tamil director Gautham Vasudev Menon and feature Tamil actors Yogi Babu and Paal Dabba as a father-son duo, popular in the southern region.

Commenting on the campaign, Ashish Mishra, Chief Marketing Officer of Acko stated “Chennai is an important, and one of the fastest growing markets for ACKO. We have received a lot of love and positive feedback from the people of Chennai for our insurance product and easy claim process. Customers were especially appreciative of our quick response and turnaround time during last year's cyclone Michaung, and this was a true testament of our commitment to the people of Chennai. With this new campaign that’s as hilarious as it is informative, I'm sure that our message will resonate with the larger audience, and I am looking forward to news spreading about ACKO and its services far and wide in Chennai."

With over 500,000 customers in Chennai, Acko holds a strong market position. Their campaign emphasises the advantages of purchasing motor insurance directly from the insurer. Using humour and a colloquial approach, the films address Chennai's scepticism of seeking advice from family and friends before making important decisions. By incorporating the Tamil phrase 'Naal aalu kitte ketu pannanum' (meaning 'need to consult four others'), Acko encourages viewers to make informed choices for a seamless insurance experience.

Sooraj Pillai, Group Creative Director at DDB Mudra remarked “ACKO, as a disruptive force in the motor insurance segment, required a campaign that is equally innovative and engaging. Yogi Babu and Pal dabba resonate with the audience through their relatable 'neighbour next door' persona and exceptional comedic timing. Collaborating with a director of Gautham Menon’s calibre was a true privilege, bringing a touch of magic behind the camera. I am confident the audience will enjoy the campaign as much as I did.”

Each of the three films explores Acko's customer benefits, including affordability, a straightforward claim process, roadside assistance and easy renewal. These aspects are presented through the son's unconventional decision and the initial scepticism of his father.

Apart from the films, the campaign is being rolled out across Chennai through various channels, such as out-of-home displays in busy city areas and radio promotions aimed at reaching consumers.