We will spend 30-35% of our overall marketing budget during the IPL: Ashish Mishra, ACKO

After enjoying a massive third quarter in FY21 thanks to their association with Delhi Capitals in IPL 2020, motor insurance company ACKO has increased its stakes in the high-priced cricket spectacle this year. The brand has also teamed up with the Mumbai Indians, one of the most successful teams in the league, and expects to continue the magic spell once again.

Speaking about the association, EVP-Marketing Ashish Mishra told exchange4media.com: “Last year was our very first foray into the world of IPL and it went really well for us on the metric of the ROI brand. Recall increased, as did inquiries about our products. In fact September-October were the best months for us last year. It was therefore natural for us to participate this year as well. Additionally, Mumbai and Delhi are the main markets for a brand like ours and both have had outstanding performances in the tournament.

Both teams will sport the ACKO logo on their uniforms and the brand has also planned a high-decibel 360-degree campaign to grab the viewer’s attention.

He shared: “We have multiplied our investment in the tournament this year. Around 30-35% of our overall marketing budgets for the year will be spent in the April-June quarter, which is obviously dominated by the league. We created an engaging TVC, this time with Arshad Warsi as the face.

Last year, ACKO released a fun and engaging video campaign starring Javed Jaffery, who also coated viewers with a certain nostalgia with his Takeshi’s Castle-like treatment. Campaign efforts were digitally focused then, Mishra pointed out. However, this year the focus will be more on television.

“We are going to grow on TV this time around as we feel it is the right time and opportunity to engage with a wider audience. We are going to be present during matches and have also purchased prime time slots listenership on GECs and major news channels We want to largely target female customers and this was kept in mind during the media mix.

The brand will spend 60-70% of its media budget between TV and OTT. The rest will be heavily focused on OOH in the four metros and print publications.

Besides the TVC, the brand will also relaunch its ‘catch the logo’ contest, which proved to be a great success last season. “It’s a great way to bring people to our website and learn about our products. We are thrilled to have all DC and MI fans engaging with our platform on game days,” Mishra joked.

The brand will also release exciting content on social media platforms to keep the buzz going and offer select fans a chance to meet their favorite cricketers online.

The brand worked in partnership with top agencies, Leo Burnett Orchard – their creative partners, and Wavemaker – their digital and media partners, to conceptualize and put the entire campaign into action. Mishra is very excited about this prospect and expects a steady increase in its user base and brand recall during the tournament which begins today.

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