ACKO has launched its health insurance product – ACKO Platinum Health Plan. As per the company, the plan has features including 100% bill payment, no room rent capping, zero waiting period, among others.
To launch its Health Insurance product, ACKO has brought back two characters of Munna Bhai and Circuit in its campaign titled ‘Health Insurance ki Subah ho Gayi Mamu’. The campaign directed by filmmaker Rajkumar Hirani, features Sanjay Dutt and Arshad Warsi in their original roles and questions the current health insurance system.
Talking about the launch, Ashish Mishra, EVP- marketing, ACKO, said, “Munna and Circuit have always challenged the status quo in their style. This fits with what we have also been trying to do at ACKO. While building the product, we focused on simplifying health insurance and removing all the pain points that customers have to face. We are grateful to director Rajkumar Hirani for bringing his style of storytelling of explaining complex issues easily, to this ad campaign.”
The company claims that the series of ad films focuses on educating the audience on zero waiting period, 100% bill payment, benefits of providing full disclosures of ailments for a stress-free claim process, and ease of filing claims.
“This was one of those ideas that everyone thought was fantastic but unachievable. Munna-Circuit helping people by challenging the age-old norms of the Health Insurance category seemed perfect. But getting Sanju, Arshad, and Raju Hirani to create the next episode of the Munna Bhai series, that too for an advertising campaign, seemed impossible,” Vikram Pandey, National Creative Director Leo Burnett India, added.