Ad Campaigns
Saif and Sara Ali Khan team up in ACKO’s car insurance campaign
Mumbai: To break away from the conventional way of buying insurance, the dynamic father-daughter duo Saif Ali Khan and Sara Ali Khan join forces with India’s leading direct-to-consumer insurer ACKO to unveil its latest campaign.
In collaboration with Leo Burnett, the campaign aims to debunk traditional consumer beliefs surrounding motor insurance. Through the series of ad films, Saif and Sara Ali Khan portray an engaging contrast between a millennial and a Gen X mindset when it comes to insurance decision-making.
With their fresh and entertaining approach, the ads encourage viewers not just to embrace new-age methods of purchasing insurance but also to benefit from the ease and convenience of picking insurance from ACKO. The films also educate customers about the numerous benefits offered by ACKO. These include substantial savings on new car insurance, hassle-free claim settlement via the ACKO app, the freedom to choose preferred garages for car repairs, cashless settlement for predictable repairs, real-time repair updates, and convenient car-renewal options. The campaign also emphasises the much-understated importance of purchasing insurance directly from the insurer with the potential to save up to Rs 36,000 on premiums.
ACKO senior director of marketing Nitin Khanna says, “Research told us that people have partial awareness about ACKO’s car insurance offerings, especially around our new car insurance product and claims experience. This can be a hurdle for some customers trying to choose ACKO. Through this campaign, we attempt to bring to life all the benefits that a consumer stands to get across the insurance journey with ACKO – during purchase, post-purchase, and claims. We believe that with the bouquet of digital-first benefits and experience that ACKO offers, customers do not need to look beyond ACKO for their car insurance needs, and this campaign will nudge them to reconsider their current insurance buying habits.”
“We are delighted to have Saif Ali Khan and Sara Ali Khan join us for this campaign. The authentic bond and chemistry between this real-life father-daughter duo bring a unique charm and freshness to this campaign, which also makes the films highly enjoyable,” he added.
Leo Burnett National Creative Director Vikram Pandey said, “Auto insurance from ACKO is loaded with some of the most amazing features. All we had to do was to demonstrate them. We found interesting casting in Saif and Sara, and the campaign just came together effortlessly. Bringing alive the unexplored chemistry of this father-daughter duo was more fun than we had imagined.”
The ad films will premiere on July 27 and will be promoted on television, social media, OTT, and digital platforms. The chosen platforms align with the tone of the films, ensuring maximum impact and message delivery to the target audience. The media mix for the campaign also includes radio and OOH.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
