ACKO launches new Health Insurance category with high-octane campaign at ICC Men's Cricket World Cup 2023

Grabbing the attention of millions of cricket fans, ACKO launched its new Health Insurance product with CTV ads during the ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar. The move marked the brand’s foray into the Health Insurance category and created high-decibel visibility and awareness for the new product and its features. The combination of Disney+ Hotstar’s innovative CTV ad offerings and the massive scale of ICC Men’s Cricket World Cup 2023 facilitated the brand to reach affluent audiences seamlessly. To make the most of the association, ACKO introduced its ‘ACKO Platinum Health Plan’ at the tournament.

Execution & Strategy

The ‘Health Insurance Ki Subah Ho Gayi Mamu’ campaign featured Sanjay Dutt and Arshad Warsi as their iconic characters of Munna Bhai and Circuit, amping up the nostalgia for viewers. The campaign explained the product’s exciting features such as zero waiting period, 100% bill payment & easy claims settlement, challenging industry norms, and simplifying health insurance for viewers.

Disney+ Hotstar brought the campaign to life, driving visibility at scale. ACKO tapped into Disney+ Hotstar’s innovative CTV ad offerings to establish its presence across India and non-India matches. The strategy allowed ACKO to target premium affluent audiences watching the ICC Men’s Cricket World Cup 2023 on CTV.

Further, strengthening its presence in specific markets, ACKO took a regional-first approach to creatives. The brand ran Tamil, Kannada, and Telugu creatives, driving resonance among consumers in southern India. ACKO also benefitted from Disney+ Hotstar’s precision targeting and extensive reach in regional markets.