In an advertising landscape dominated by fleeting trends, revisiting iconic campaigns is a rarity. Yet, ACKO, the digital insurance platform, has taken on this challenge with confidence. Following the success of its 2023 campaign, #HealthInsurancekiSubahHoGayiMamu, which amassed over 7.2 million views on YouTube, ACKO has launched a sequel titled Health Insurance ki Subah Ho Gayi Mammu.
ACKO X Munna Bhai & Circuit
The New Campaign: What’s Fresh This Time?
The sequel retains the beloved characters of Munna Bhai and Circuit while introducing Dr. Rustam Pavri, a character known for his earnestness in the movie Munna Bhai M.B.B.S.. This addition brings a fresh dynamic to the ad. Directed by the iconic Rajkumar Hirani and curated by Leo Burnett India, the campaign dives deeper into key health insurance themes:
- No limits on hospital room rent.
- The importance of personal health insurance beyond corporate coverage.
- Encouraging younger audiences to secure health insurance early.
Challenges in Creating a Sequel
Ashish Mishra, CMO of ACKO, acknowledges the challenge of meeting the high expectations set by the original campaign. “The second album is always the toughest,” he shares, noting that the rich universe of Munna Bhai and Circuit offers ample creative opportunities. However, the risk of appearing repetitive loomed large.
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Success Metrics: A Tough Benchmark to Meet
The 2023 campaign’s launch day saw a staggering 56x spike in app downloads, and its view-through rate (VTR) exceeded 50% on YouTube—a remarkable feat compared to the platform’s average of 30-35%. Can the sequel replicate this success? Time will tell.
ACKO’s Brand Evolution: Rebranding for the Future
ACKO’s rebranding reflects its growth from an auto insurance provider to a diverse insurance platform covering health, life, and travel insurance. Mishra explains that the new identity, inspired by the Mobius strip, symbolizes continuity and commitment to customers.
Prateek Malpani, Senior Director of Brand Marketing, adds, “The Mobius strip reflects our ethos of standing by customers and acting in their best interests.”
Content and Platform Strategy: Shorter Ads for Modern Viewers
With attention spans shrinking, ACKO’s ads are crafted to fit within 30-35 seconds. This strategy ensures engagement while delivering impactful messaging.
ACKO’s media strategy focuses on:
- Connected TV (CTV)
- OTT platforms
- YouTube
- Meta platforms (Instagram and Facebook)
No major TV spends are planned, as ACKO prioritizes platforms aligned with its target audience in the top 20 cities.
Shark Tank India: A Strategic Collaboration
ACKO’s partnership with Shark Tank India continues in 2025. The move to a digital-exclusive format on Sony LIV raises questions about its impact, but Mishra remains optimistic, citing strong past performance and the quieter January-February window as a strategic advantage.
This year’s collaboration introduces the Changemaker Wall, a tribute to individuals driving societal change, through artwork inspired by Kalamkari and Kalighat styles.
Educational Content: Simplifying Insurance with Engaging IPs
ACKO’s 2024 focus includes large-scale, informative content to educate customers. Building on the success of its YouTube series, What’s The Catch? featuring R. Madhavan, ACKO plans to launch more IPs centered on simplifying insurance concepts.
Mishra emphasizes, “Content is central to our strategy. This year, we aim to guide customers through engaging, educational initiatives.”
ACKO’s Winning Formula: Nostalgia Meets Innovation
By blending nostalgia with modern-day relevance, ACKO aims to replicate its past success. Whether it’s through content-driven initiatives, rebranding efforts, or iconic collaborations, the brand continues to position itself as a leader in the insurance industry.
