MUMBAI: Acko, India’s first online-led independent general insurance company, has launched its latest campaign - #PaisaVasoolInsurance.

The campaign conceptualised and executed by BBH is aimed to break through a category cluttered with melodramatic communication, with a fresh voice full of wit and humour.

Founded by Varun Dua, Acko is a third-generation insurance company aimed at making insurance effortless. With is its digital-first interface, Acko is ushering in a new age of Insurance in India. Acko had raised a record seed round of $30 million from some of the marquee investors. More recently, in May 2018, the company raised $12 million in a new round of funding led by e-commerce giant Amazon.

#PaisaVasoolInsurance

The campaign draws from the insight that while purchasing insurance, people look for a product that provides value for every buck they spend. Acko’s consumer-centric offering at value for money prices along with a completely digital interface and hassle-free claims fills this market gap. The film’s hilarious storyline highlights this.

Acko general insurance founder and CEO Varun Dua says, “Consumers today choose auto insurance mainly based on pricing followed by quality of service. We are able to offer disruptive prices to the consumers due to the possibility of distribution & underwriting efficiencies in the lean digital model. We also offer 3 days claim guarantee along with doorstep pick and drop facility.”

Acko business head Jagjeet Harode adds, “We have taken a quirky route to stand out amongst other Ads and establish the “paisa vasool” proposition of Acko. This is the first time in India, an insurance company has taken value for money positioning and the idea of the campaign is to encourage consumers to check out car and bike insurance prices on the Acko website before making the decision.”

BBH chief creative officer and managing partner Russell Barrett mentions, “Acko is a disruptive product in a fairly standardized category. While the “paisa vasool” message is not new in the world of advertising, we needed the work to be as disruptive as possible without losing simplicity or compromising the codes of the category. We have had great fun working on this brand and when that happens, it shows in the work too.”