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Acko launches new print campaign for its paperless service

The campaign created by Ogilvy India (South) targets digital-savvy youth.

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Mumbai: Acko, a new-age insurance company has released a print campaign with Ogilvy India to communicate the advantage of using its paperless services over traditional insurance providers, to the digitally-savvy youth.

Insurance companies in India are known for the truckloads of paperwork they make their customers fill for submission for their records. The hassle of obtaining a claim becomes a huge hindrance because of this. As a result, paperwork becomes an enormous and a real pain point for insurance holders.

Acko wanted to exaggerate the pain point. In this case - paperwork. "We created a setting of the typical brick and mortar offices in India - in a decrepit state, with piles of files and folders.  Through this execution, we represented how horrifying the paperwork with other insurance companies is to customers - as opposed to the smooth, paperless process that Acko offers," said the brand in a statement.

Ogilvy India (South) chief creative officer Mahesh Gharat said, “With Acko, there is zero paperwork. Our creative idea and execution was born out of this simple product insight. We wanted to dramatise the pain point and highlight the horrifying experience one has to go through while dealing with traditional insurance companies.  To see the campaign come alive on print was truly gratifying. Acko believed in the idea, and to see brands like Acko investing in the craft and not just the message, is great to see.” 

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