Cultural / Context information for the jury

Objective: Acko, a new-age insurance company, wanted to communicate the advantage of using its services over traditional insurance provider to the digitally-savvy youth. Insight: Insurance companies in India are known for the truckloads of paperwork they make their customers fill up. The hassle of getting a claim through becomes a huge hindrance because of this. As a result, paperwork becomes a real pain-point for insurance holders. Idea: Exaggerate the pain-point. In this case - paperwork. We created a setting of the typical government offices in India - dilapidated, with piles and piles of files and folder. And using the very same files and folders, we created the face of a monster. Through this we represented how horrifying the paperwork with other insurance companies is to customers - as opposed to the smooth, paperless process that Acko offers