Title | SCARIEST |
Brand | ACKO |
Product / Service | ACKO INSURANCE |
Category | A05. Consumer Services / Business to Business |
Entrant | ACKO GENERAL INSURANCE LIMITED Bangalore, INDIA |
Idea Creation | BRAND DAVID COMMUNICATIONS Bangalore, INDIA |
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 |
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