SCARIEST

Short List
TitleSCARIEST
BrandACKO
Product / ServiceACKO INSURANCE
CategoryA05. Consumer Services / Business to Business
EntrantACKO GENERAL INSURANCE LIMITED Bangalore, INDIA
Idea Creation BRAND DAVID COMMUNICATIONS Bangalore, INDIA

Credits

Name Company Position
Kainaz Karmakar Ogilvy Executive creative direction and supervision
Harshad Rajadhyaksha Ogilvy Executive creative direction and supervision
Sukesh Nayak Ogilvy Executive creative direction and supervision
Mahesh Gharat Ogilvy Executive creative direction and supervision
Kiran Anthony Ogilvy Executive creative direction and supervision
Sharat Kuttikat Ogilvy Creative direction, Ideation, Execution, Campaign implementation
Nikhil Narayanan Ogilvy Creative direction, Ideation, Execution, Campaign implementation
P A Vidyanath Ogilvy Creative direction, Ideation, Execution, Campaign implementation
Ram Moorthi Ogilvy Executive direction, Client supervision
Sivaramakrishnan Dandapani Ogilvy Account Management, Campaign Logistics

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