ACKO has rolled out a new brand campaign featuring MS Dhoni and R Madhavan, marking the first time the two icons have appeared together in an advertisement. Directed by filmmaker Vasan Bala, the campaign presents ACKO as India’s go-to protection destination for car owners, with a mix of humour, action, and relatable driving situations. Creator Viraj Ghelani also makes an appearance in the films.
Positioned as a comprehensive insurance and car-care partner, the campaign reimagines everyday driving challenges in an action-packed, cinematic format, portraying ACKO as the “Car ka Action Hero.”
The campaign includes a series of 30-second and 15-second films, dramatising key moments in a car owner’s journey — from purchasing a new car to renewing insurance, filing claims, and accessing roadside assistance. It will run across digital platforms, television, and social media throughout the month.
ACKO investor and brand ambassador Dhoni 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.”
R Madhavan added, “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.”
ACKO chief marketing officer Ashish Mishra commented, “At ACKO, we have always focused on making the car insurance process as seamless as possible. This campaign does exactly that. We are also 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 this brilliant concept and hopeful that it will strike a chord with our customers.”
