‘Above & Beyond: Lessons in Marketing Leadership’ highlights how Acko created awareness at scale in key markets through targeting solutions on IPL

In 2020, Acko General Insurance was in a fix. The young and ambitious brand was looking to disrupt the car and bike insurance category. As a brand, Acko offers an innovative model with zero paper-work, no commission, and super-fast claim settlements and wanted to focus only on consumers in key markets. However, this brand objective took away the option of going pan-India, since there would be a massive consumer spillover. 

In the third episode of ‘Above & Beyond: Lessons in Marketing Leadership’, Ashish Mishra, Executive Vice President – Marketing, Acko General Insurance, elaborates on how Disney+ Hotstar’s custom targeting solutions during the IPL 2020 helped Acko General Insurance reach premium and highly engaged viewers in key markets at all stages of the buyer journey. The platform helped the brand fulfil its two primary objectives – brand discovery and brand awareness within newer audiences.

Mishra explains, “We wanted to reach newer audiences that have never been exposed to Acko General Insurance before, and drive them to our website to see the massive difference in their car and bike insurance premiums with Acko versus anyone else. We are glad that our agency Wavemaker and Disney+ Hotstar team came to us with this fantastic solution that worked well for us,” he added.

 Watch this video to know more about how Acko successfully reached its audience in key markets on IPL 2020 :