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After the massive success of their first health insurance campaign, ACKO, India’s leading direct-to-consumer protection brand, has reintroduced the iconic Munna and Circuit duo for the second edition of its health insurance campaign. Directed by Rajkumar Hirani, this latest campaign continues to challenge traditional norms in the health insurance industry.
The first campaign, titled "Health Insurance ki Subah ho Gayi Mamu," introduced ACKO Health Insurance and set a new benchmark in insurance advertising by moving away from fear-driven narratives that have traditionally dominated the sector. Instead, it embraced humour and relatability, making a significant cultural impact and forging a deep connection with audiences.
The second edition of the campaign focuses on educating customers about key health insurance topics, such as room rent capping, the importance of purchasing insurance early, and the inadequacy of corporate health insurance coverage. Through three engaging films, the duo continues to simplify complex health insurance concepts, ensuring the messages resonate with a wider audience.
Leo Burnett, the agency behind the first campaign, once again collaborated with ACKO for the second edition, bringing back the chemistry and wit of Munna and Circuit.
Ashish Mishra, Chief Marketing Officer of ACKO, commented, "The first edition of the Munna-Circuit campaign was a breath of fresh air for the health insurance industry. It demonstrated that insurance advertising could break away from traditional, fear-driven narratives and instead be engaging, humorous, and thought-provoking while delivering critical messages. With the second edition, we are building on this momentum, bringing a ‘welcome change’ by continuing to challenge conventions and addressing themes that truly matter to customers. Our mission remains the same—to simplify health insurance and build trust by tackling real pain points in a way that connects with everyone."
Vikram Pandey, Co-Chief Creative Officer, added, “Building on the success of our first Munna–Circuit campaign, the new films bring to life the real and meaningful benefits of ACKO health insurance. We have also added new characters from the film to the series to help the audiences relate to both the message and the campaign. This campaign truly defines how celebrities can be used effectively and consistently to maximize impact.”
This new campaign comes as ACKO continues to make remarkable strides in the retail health insurance segment. In just 21 months since its launch, ACKO’s retail health insurance has seen a significant increase in its Gross Direct Premium Income (GDPI). With a digital-first approach, along with innovative features such as zero waiting periods and 100% bill payment, ACKO has earned the trust and loyalty of a growing customer base.
The campaign will be rolled out across TV, OTT, and digital platforms, ensuring a broad reach to its target audience.
