The Secret Behind Acko’s Viral Insurance Campaigns

Let's explore how Acko, India’s first digital-only insurance company, uses celebrities and creative content to connect with millions. From Saif and Sara Ali Khan to the audience's beloved Munna and Circuit, see how Acko's smart marketing makes insurance simple and engaging.

Acko is a private general insurance company in India that operates fully online. Founded in 2016 by Varun Dua, Acko set out to make insurance simpler and more accessible for everyone. It is India’s first digital-native insurer, which means it doesn’t rely on traditional agents or offline paperwork. Everything from buying a policy to making a claim happens online through its app or website.

Over the years, Acko has grown fast. According to the studies by Inc42, Acko served over 80 million customers and has issued more than 1.3 billion policies. It has raised over $450 million in funding from investors like Amazon, General Atlantic, and Lightspeed. In FY 2023-24, Acko’s gross written premium (GWP) crossed Rs. 2,000 crore, showing solid growth across auto, health, and embedded insurance products. Its health insurance business, launched in 2020, has also been expanding steadily, with new plans that are simple, easy to understand, and tech-driven.

Acko’s fresh take on insurance, clear communication, and strong online presence have made it a favourite among younger customers who want fast and simple solutions. Now let’s understand how Acko markets itself and why its campaigns stand out from the rest.

Digital-First: Acko’s Strong Online Presence

Acko is built around the idea that insurance doesn’t need to be complicated. It focuses on creating a smooth, fully digital experience for its customers, one that is fast, easy, and transparent.

1. A Smooth Online Journey from Start to Finish

One of Acko’s biggest strengths is that it offers a complete online process. Whether you're buying health, car, or bike insurance, everything happens digitally; no paperwork, no agent visits. From exploring policy options to paying and even claiming, everything can be done on Acko’s app or website.

The user interface is clean and easy to understand. You can compare plans, check coverage, and see pricing in just a few clicks. The claims process is also very simple; you can upload documents, track progress, and receive payouts through the app.

2. Connecting on Messaging Platforms

Acko understands that customers spend a lot of time on platforms like WhatsApp. So, it has extended its services to such platforms, allowing users to get updates, reminders, and even support right where they chat. This keeps the experience effortless and in tune with modern habits.

3. Smart Partnerships with Digital Platforms

Acko has also teamed up with well-known digital companies to reach more people. For example:

• Ola: Acko provides trip insurance for Ola riders, automatically included in your fare for a small fee.

• Amazon: Acko’s mobile protection plans and extended warranty options are offered when people buy electronics on Amazon.

• Practo: Through Practo, Acko promotes health insurance offerings targeted at customers looking for medical consultations.

These partnerships help Acko grow its customer base without spending heavily on advertising. It also introduces insurance to users at the right moment, like while booking a ride or shopping online.

Using Content and Humour to Talk Insurance

Insurance can be a dry topic, but Acko has managed to make it interesting by using clear content, funny videos, and popular faces to explain what’s often seen as confusing. This approach makes people more open to learning about insurance and remembering the brand.

Acko has worked with many well-known celebrities like Saif Ali Khan, Sara Ali Khan, Sanjay Dutt, Arshad Warsi, and Vijay Varma to create entertaining and trustworthy campaigns. Let’s look at some of the campaigns that stood out.

1. Saif and Sara Ali Khan: Breaking Insurance Stereotypes

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In July 2023, Acko launched a fun campaign featuring Saif Ali Khan and his daughter Sara Ali Khan. The campaign showed the two stars debating how to buy car insurance. Saif played the traditional, cautious father (representing Gen X), while Sara played the tech-savvy daughter (millennial/Gen Z), who confidently uses Acko’s app to buy insurance in minutes.

After the success of the first series, a second campaign launched in September 2024. This time, the ads addressed common myths, like needing to buy insurance from the car dealer. The tone remained light and humorous, with Saif and Sara’s natural chemistry adding to the appeal. This series also highlighted Acko’s renewal process and real-time updates.

The campaigns were everywhere: TV, YouTube, social media, OTT platforms, radio, and OOH hoardings. According to Chief Marketing Officer Ashish Mishra, these ads helped drive a big jump in Acko’s auto insurance growth in FY 2024.

2. Munna and Circuit Are Back; But for Health Insurance

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In another major campaign, Acko brought back Sanjay Dutt and Arshad Warsi as Munna and Circuit. Titled “Health Insurance ki Subah ho Gayi Mamu”, the ad was directed by Rajkumar Hirani.

This campaign promoted the Acko Platinum Health Plan, which offers:

• 100% bill payment

• No waiting periods

• Smooth claim process

• 100% Transparency

The ad used humour and nostalgia to explain how Acko makes health insurance easier. By using familiar characters, it helped people connect emotionally while also learning about Acko’s benefits.

3. Vijay Varma: Promoting Calm and Claims

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Actor Vijay Varma starred in a short, smart campaign to talk about Acko’s quick claim settlement. In the ad, his car gets hit from behind. Instead of shouting or getting into a fight, he simply opens the Acko app, files a claim, and tells the other person not to worry. This campaign highlighted how a quick insurance process can even reduce road rage. It sent a strong message in a subtle, real-world way.

More Ways Acko Markets Itself

Acko doesn’t rely on just one method. It uses a mix of smart strategies to stay ahead.

1. Reaching Different Towns - Acko has been expanding its services beyond metros into smaller towns. With mobile-first plans and language support, it’s reaching more users than ever before.

2. Focus on Education - Many people still don’t understand insurance. That’s why Acko’s marketing often includes videos and guides that explain things clearly, helping customers feel confident when choosing a plan.

3. Advertising Across Channels - Acko makes sure its campaigns are everywhere: TV, OTT, YouTube, Instagram, radio, and hoardings. This helps them stay visible and remind customers of their digital-first approach.

Wrapping Up

Acko’s marketing stands out because it’s simple, honest, and in tune with how people live and shop today. By being 100% digital, using humour, partnering with stars and creators, and educating its users, Acko has made a name for itself in a space that most people once found dull or confusing.

Whether it’s a fresh ad or a nostalgia-filled video, every campaign works toward one goal: making insurance feel less like a burden and more like a useful tool.

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We can connect you with famous celebrities to give your brand the attention and trust it needs. Additionally, our network of influencers can help you speak directly to your audience in a way they enjoy. Need someone to show up at your event or launch? We can help you get celebrities and creators on board.

Our team also helps plan and produce campaigns from start to finish, so your message is always clear and engaging.

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