ACKO has launched a new brand campaign featuring MS Dhoni and R. Madhavan. The initiative highlights the company’s focus on car protection while bringing together two well-known public figures who enjoy significant trust and popularity among Indian audiences.
The films, directed by the film director and screenwriter, Vasan Bala, also feature the creator Viraj Ghelani, blending humor, action, and real-life driving scenarios aiming to showcase ACKO’s promise of making sure that your car’s action never stops.
Conceptualised by Leo Burnett, the campaign highlights ACKO’s promise of being a true end-to-end insurance and car-care partner. To bring this alive, the film reimagines everyday driving challenges in a larger-than-life, action-packed manner where ACKO is always by your side, ensuring that it is your ‘Car ka Action hero’.
Sharing his views about being part of a first-of-its-kind role in a brand campaign, MS Dhoni, Investor & Brand Ambassador, ACKO, said, “ACKO is solving real challenges for car owners and has been built with trust at its core. For most Indians, driving is a daily adventure, and with ACKO you have a reliable partner for every twist and turn. Being part of this campaign with Maddy felt like a full-fledged action film, but with a message that truly matters.”
Adding to it, R. Madhavan, Voice of Customer at ACKO, shared, “To me, ACKO reflects what every customer looks for - clarity, simplicity, and trust. Insurance often feels complicated, but ACKO flips that with an experience that’s refreshingly transparent and reliable. This campaign tells a story that every car owner can instantly connect with, and teaming up with Dhoni made it all the more special.”
Commenting on the insight of the campaign, Ashish Mishra, Chief Marketing Officer, ACKO, said, “At ACKO, we have always focused on making the car insurance process as seamless as possible. This campaign does exactly that. We are also super excited to bring the duo of Dhoni and Madhavan to our audiences in a “never seen before” avatar. I am thankful to my team at Leo Burnett for coming up with this brilliant concept and am hopeful that this campaign will strike a chord with our customers”
The campaign features a series of films (30-sec and 15-sec) that dramatize key moments in a car owner’s journey — buying a new car, renewing insurance, filing claims, and even proving ACKO’s customer-first approach with roadside assistance. Each story blends humor and cinematic action while staying rooted in ACKO’s mission: to make car ownership seamless, smart, and stress-free.
Speaking about the making of the campaign, Vikram Pandey, Chief Creative Officer, Leo - South Asia, said, “In the cluttered insurance category, ACKO is quite literally a superhero—bringing together insurance, maintenance, and repairs into one seamless experience. But many car owners don’t yet see the scale of what ACKO can do. So, we leaned into the language India loves most - cinema. By giving the brand a blockbuster treatment, complete with a star-studded cast and larger-than-life action, we brought alive the idea of ‘Car ka Action Hero. ACKO."
The campaign will roll out across digital platforms, television, and social media starting this month.
Watch the films:
