Health Insurance Ki Subah Ho Gayi Mamu! Here’s how we designed the ACKO Platinum Plan (and got Munna & Circuit on board)
The ACKO Platinum Plan was created to change the way health insurance worked from the ground up.
Before we built the product, we got on the ground to understand the real world challenges that consumers encountered with their health insurance. Here’s what we learned:
These were the three problems that we wanted to solve when we started our health insurance journey…and we’d like to believe that the ACKO Platinum Plan manages to tick all the boxes and so much more.
A Special Product Needs A Special Campaign
We built our product by thinking about the industry from a first principles perspective, asking the questions that no one else would, building solutions that no one else would.
We wanted to build a solution from the outside-in: a welcome change with a fresh perspective that only a new age insurer could bring. We knew we needed ambassadors who’d signify what we stood for. And the more we thought about the ways in which the ACKO Platinum Plan questioned the status quo of health insurance, a light bulb went off - Munna & Circuit.
The very possibility of having Munna and Circuit as our brand ambassadors thrilled us, but also gave us a scare - how do you bring a pair as iconic as them back on screen? The last we’d seen them on screen together was in 2007.
Incidentally, 2023 also marked 20 years since the duo first came on screen. So, along with our creative agency, Leo Burnett, we made the trip to Mumbai to meet the brain behind it all - Raju Hirani. Our EVP of marketing, Ashish Mishra, along with senior folks from our agency made a passionate case for bringing the duo back on screen…and Mr. Hirani agreed.
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Once Mr. Hirani came into the picture and the shoot began, we knew we had a winner on our hands. The crackling chemistry between Sanjay Dutt and Arshad Warsi as Munna and Circuit was as powerful as it had been in 2003 - if not more!
And with great power, comes great responsibility. The films inspired us to ensure that our systems, our processes and customer experience was on par with the ads that we’d just created.
The journey from conception, filming and finally release, was a roller coaster ride of its own. Apart from the thrill of putting this campaign together, we were also tasked with the responsibility of keeping it all under wraps until we were ready to release. This was easily the toughest part of the entire process. The days leading up to the release saw us at our nervous best as we fretted about how audiences would absorb it.
Would they love it as much as we did? Would they celebrate the comeback? Or would there be criticism?
We went live with our ads during the Asia Cup final between India and Sri Lanka.
And the rest, as they say, is history.
If you haven’t caught our campaign yet, do check out our ads here. We’ll be back next month with more useful tips on health and health insurance.
Stay Healthy,
ACKO
Admin & Facility
6moI tried to purchase health insurance from Acko multiple times, but every time I receive the following reply from Acko: "Sorry, we are unable to cover you at this time. We're working hard to bring our plans to more families. We'll let you know when we're ready." I would really like to understand that if your product is not ready to sell than what is the point of advertising about the same. #acko
Regional Manager Gujarat || Service Industry || Sales & Marketing
7moI had purchased a Car in August 23. Before giving handover Nexa wanted insurance of vehicle, so I did the same with ACKO. Unfortunately, at time of delivery we found some technical issues with Car and dealer issued a new car so we again requested ACKO to change the insurance in New vehicle enging and chassis. They demanded document and same was gvento them. Now Nexa rectified and sold the car to a customer. New customer want to do the registration of vehicle however they found that this car is already insured with ACKO in my name. So ACKO missed to remove the old Engine and Chassis of first car from RTO/Vahan portal. I had been requesting many time and everytime new person is coming and I have to sing same story to ACKO.. Everytime ECKO need 24hrs of time so they have already taken 5 days. They dont give ticket number upfront but we have to keep asking and recording details. ACKO is excellent when its come to new customer however for existing customer 24hrs is not enough. Moreover, the CSR knowledge is very poor. I can be reachable at rajeev.bharadwaj@outlook.com
I'm writing to share my recent experience with ACKO car insurance claim processing for my 2-year-old Honda City (Claim No: MTNDCR468461). Unfortunately, it fell far short of my expectations. Here are the key issues I encountered: Limited communication and information access: It was difficult to get clear and consistent information about the claim process. Arrogant Acko staff: Interactions with ACKO representatives were frustrating due to a lack of empathy and assistance. Significant disparity in repair estimates: The approved repair cost was substantially lower than the estimate provided by the authorized Honda showroom, raising concerns about the adequacy of the repairs. This experience has left me questioning the value proposition of ACKO's zero-depth insurance. It appears the focus is on minimizing costs at the expense of customer satisfaction and proper repairs. Many online reviews suggest I'm not alone in this experience. Given the lack of transparency and inadequate claim settlement, I cannot recommend ACKO car insurance to my network. #badservice #ackoceo #ackouser #ackobadservice #ACKOClaimIssues #CarInsuranceReview #ACKOExperience #ackoceo #ackoemployee #ackounsatisfiedcustomer #donotgowithackocarinsurance