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Pampered octopus takes centre stage in BBH campaign for insurance firm Acko

A pampered octopus is the central character in a campaign for online insurance firm Acko in a marketing push from BBH.

The campaign, #PaisaVasoolInsurance, is designed to cut through what BBH said was a category “cluttered with melodramatic communication”.

The creative follows insights that when buying insurance, people look for a product that provides value for every cent they spend.

BBH chief creative officer and managing partner Russell Barrett: “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.”

Acko business head Jagjeet Harode said it adopted a “quirky route” to stand out in the market. He claimed it was the first time an insurance firm has taken value for money positioning.

“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,” he said.

Acko recently raised $12m of funding from Amazon.

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