Acko General Insurance maximizes impact in key markets with Disney+ Hotstar on IPL 2020

The first step to improving business outcomes is reaching out to the right audience. This requires partnering with a platform that is effective in drawing diverse audiences and engaging with them – all under one roof. The recently conducted Indian Premier League (IPL) 2020 was such an opportunity for many brands to engage with premium video viewers on Disney+ Hotstar. Acko, India’s fastest growing insurance company, collaborated with Disney+ Hotstar and proliferated its brand message to 47 million unique customers.

Next in line in the Above & Beyond: Lessons in Marketing leadership series is a candid discussion with Ashish Mishra, Executive Vice President - Marketing, Acko General Insurance, where he shares his experiences of the benefits in collaborating with Disney+ Hotstar. Acko wanted to narrow the focus and create awareness in key markets, while ensuring minimum spillage. Disney+ Hotstar not only enabled Acko to target key markets, it enabled Acko to do so at scale.

Mishra elaborates how custom targeting based on geography coupled with impactful campaigns such as ‘Spot the logo’ and ‘Car insurance ke tedhe games’ enabled Acko to achieve both its marketing objectives - taking customers on brand discovery journey and raising brand awareness The partnership was a huge success and led to a massive jump in key brand metrics , in addition to the exponential reach of 47 Mn. Ad recall went up by 70% and brand awareness increased by 24%.

During this discussion, Mishra also shares insights on the future of OTT advertising in India, following the upsurge of digital video and its viewers in 2020. “OTT provides options to minimize spillage about what we want to talk about to a particular audience, and have it spread over through entire geographies. This generates a fantastic arsenal in the armory that every marketer can actually focus on,” he added.

More such valuable insights are available on ‘Above & Beyond: Lessons in Marketing Leadership with Disney+ Hotstar'. This multiple-episode series will have leaders across industries such as BFSI, fintech, automotive, consumer durables, FMCG, e-commerce, retail, and gaming share their perspective on the future of OTT and overall marketing philosophy.