Case Study: Acko Insurance #“Atko Mat, Get ACKO” Campaign

Brand: ACKO

Category: InsurTech (Insurance Technology)

Campaign Type: Awareness + Product Positioning

Hashtag:#AtkoMatGetAcko

Year: 2024

About

Acko Insurance launched the “Atko Mat, Get Acko” campaign as a nationwide PR and communication initiative to position Acko as the smarter, simpler, and more reliable choice in the insurance industry.

The tagline “Atko Mat” tapped into the colloquial Hindi expression “Don’t get stuck,” reflecting the frustration Indians often face with traditional insurance—hidden clauses, slow claim processes, tons of paperwork, and poor customer service.

Objectives

Reposition Acko as the modern, no-nonsense insurer
Increase positive press coverage
Address pain points
Build high-impact awareness
Strengthen trust

Target Audience

Young working professionals who prefer online services
First-time insurance buyers confused by legacy insurance jargon
Motor insurance buyers seeking quick renewal and transparency
Urban digital consumers familiar with fintech/online-first brands
Cost-conscious individuals comparing premiums online

Key Strategies

1. Strong, Relatable Consumer Insight

Most users feel “stuck” (Atka hua) with complex premiums, hidden charges, and slow claims.
ACKO tapped into this universal pain point and positioned itself as the instant relief.

2. High-Recall Messaging & Creative Storytelling

The phrase “Atko Mat, Get ACKO” became the campaign’s hook—simple, rhythmic, and instantly memorable.
It delivered humor while making ACKO’s value proposition extremely clear.

3. Digital-First Media Strategy

ACKO leveraged high-engagement digital platforms:

YouTube ads
Instagram reels & meme integrations
OTT placements
Targeted GDN + programmatic ads
This ensured maximum reach among digitally active users.

4. Demonstrating Real Product Benefits

The campaign focused on:

One-click policy purchase
Zero paperwork
Fast claim settlements
Doorstep pickup for motor claims

Transparent pricing with no hidden charges
This helped convert awareness into trust.

5. Youth-Centric Tone & Humorous Visual Branding

The campaign embraced a bold, playful tone— breaking insurance’s stereotype of being boring or intimidating.
This approach helped ACKO stand out in a highly cluttered insurance market.

6. Integrated Marketing Across Partnerships

The messaging was amplified through existing digital partnerships with platforms like Amazon, Zomato, Ola, etc., ensuring contextual visibility where users were already active.

Impact

Massive uplift in brand recall thanks to catchy, sticky messaging
Strengthened ACKO’s position as a simple, modern, digital-first insurer
Improved perception of insurance as easy and frustration-free
Increased trust and consideration for app-based insurance buying
Enhanced engagement across social platforms through relatable, humorous content

Result

The campaign drove a 45% increase in website traffic and a noticeable rise in policy quote requests. Positive brand sentiment grew by 30%, and more consumers actively considered Acko’s motor, health, and travel insurance products. Real customer stories reinforced trust, with 90% rating the claims process as fast and hassle-free.