The goal was to underscore the necessity for robust personal health insurance in a visually impactful and thought-provoking manner.
Mumbai: Acko, India’s leading digital insurance provider, has taken Out-of-Home (OOH) advertising to the next level with a visually striking and thought-provoking campaign in Hyderabad and Bengaluru. Conceptualised and executed by Laqshya Media Group, this campaign challenges conventional perceptions of office health insurance and emphasises the need for personal health coverage.
Video Link: ACKO Innovation Video
Laqshya Media Group is delighted to unveil an innovative OOH campaign for Acko Health Insurance, designed to revolutionise how health insurance is perceived in urban landscapes. The brief from Acko Health Insurance challenged Laqshya to craft a campaign that resonates deeply with urban audiences and highlights the inadequacies of typical office health insurance when facing significant medical expenses. The goal was to underscore the necessity for robust personal health insurance in a visually impactful and thought-provoking manner.
Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group, said, “At Laqshya, we believe that impactful advertising does more than just catch the eye; it should also provoke thought and inspire action. This campaign embodies our commitment to creating dynamic, meaningful interactions between brands and their audiences, ensuring that the message not only resonates but also catalyses reflection on critical life decisions like health insurance.”
Laqshya’s strategy team brainstormed extensively to devise an approach that would not only capture attention but also stimulate discussion and reflection among viewers. The concept of displaying an oversized hospital bill on billboards was chosen to provide a stark, unavoidable visual representation of potential medical costs. The execution involved the design and installation of large billboards featuring a detailed, oversized hospital bill, positioned strategically in high-traffic areas of Bengaluru and Hyderabad. These billboards starkly contrast the financial reality of healthcare costs with the perceived security provided by standard office health insurance plans. The campaign’s tagline, “Doesn’t your office health insurance look small now? Get personal health insurance from Acko,” directly communicates the intended message in a clear and concise manner.
By leveraging prime locations across the cities where footfalls and traffic volumes are high, Laqshya Media Group ensured that Acko’s campaign resonates with working professionals and urban commuters. The campaign is built around a relatable insight—many professionals rely solely on their employer’s health insurance, which might not be sufficient for unexpected medical expenses. Through bold typography, large-scale visuals, and a clear call-to-action, Acko encourages individuals to consider personal health insurance as an essential financial safeguard.
The primary objective of this campaign is to create an immediate, visceral reaction and drive home the importance of having comprehensive health insurance. By placing these striking visuals in prominent urban settings, the campaign reaches a broad audience, encouraging them to consider their own health insurance needs and explore Acko Health Insurance as a preferable alternative.
Laqshya Media Group is proud to partner with Acko Health Insurance on this innovative campaign. Through creative thinking and strategic placement, public perceptions can be transformed, influencing decision-making in the insurance industry. The campaign is live until March 28 in Bengaluru and Hyderabad, and we invite the press and public to view the billboards and reflect on the essential message they convey.