ACKO has launched a high-octane brand campaign bringing together MS Dhoni and R Madhavan for the very first time on screen. Positioned as India’s go-to car-care partner, the campaign highlights ACKO’s promise of simplifying insurance and making every car owner’s journey smoother and safer.
A Cinematic Take on Car Care
Directed by acclaimed filmmaker Vasan Bala and conceptualized by Leo, the campaign blends humor, action, and relatable everyday driving situations to portray ACKO as the ultimate “Car ka Action Hero.” The films also feature popular creator Viraj Ghelani, adding a dose of comic relief to the high-energy narrative.
Brand Ambassadors Speak
MS Dhoni, Investor & Brand Ambassador at ACKO, shared:
“ACKO is solving real challenges for car owners and is built on trust. Driving in India is a daily adventure, and with ACKO, you have a dependable partner through every twist and turn. Shooting this campaign with Maddy felt like starring in an action film – but one with a message that truly matters.”
R Madhavan, Voice of Customer at ACKO, added:
“Insurance can feel complicated, but ACKO flips that with a transparent, reliable experience. This campaign is about telling a story every car owner relates to, and teaming up with Dhoni made it even more special.”
Marketing Perspective
Ashish Mishra, CMO, ACKO, said:
“Our mission has always been to make the car insurance experience as seamless as possible. This campaign captures that perfectly, while giving our audience a never-seen-before pairing of Dhoni and Madhavan. A big thanks to the team at Leo Burnett for conceptualizing this blockbuster idea.”
Creative Approach
Vikram Pandey, CCO, Leo South Asia, explained:
“ACKO is more than just an insurer – it’s a superhero for car owners. To convey this, we leaned into India’s love for cinema, giving the campaign a true blockbuster treatment. The action, the stars, and the story together bring alive the idea of ACKO as ‘Car ka Action Hero.’”
Where to Watch
The campaign will roll out across digital platforms, television, and social media this month. It includes a series of 30-second and 15-second films, each dramatizing key car ownership moments – from buying a new car to renewing insurance, filing claims, and accessing roadside assistance – all with ACKO as the hero.
