National, 03rd August 2023
ACKO and Sony LIV come together for the third consecutive year to redefine the way brands and media partners collaborate to deliver solution-driven objectives. The cornerstone of the partnership has been to leverage Sony LIV’s high-octane properties. The latform has successfully provided a path-breaking brand solution and created contextual opportunities to enhance ACKO’s messaging and make it a household name across India, establishing it as one of the leading technology and digital-first insurance brands.
ACKO’s “Welcome Change” brand philosophy has challenged preconceived notions of insurance buying in India. To further strengthen the brand’s messaging, Sony LIV created a unique brand solution titled “ACKO Change Makers Wall” on the second season of Shark Tank India. ACKO was the first brand to tie up with Shark Tank in the first year and has been a co-presenting sponsor on Shark Tank India for three consecutive years.
To double down on ACKO’s key markets like Mumbai, there was a beautiful integration of ‘ACKO Manaat Tu Song (An Ode to Mumbai)’ with the journey of the Indian Idol finalists. This was a tribute to the city of opportunities and change by the contestants who became India’s favourite stars.
Additionally, ACKO was able to successfully leverage the high impact generated by the multi-sport event on Sony LIV by coming onboard as a co-powered sponsor for ‘The Birmingham 2022 Commonwealth Games’. The Indian Athletes gave viewers plenty of memorable moments, which ACKO exclusively presented through special segments such as ‘ACKO Daily Highlights’ and ‘ACKO Moment of the Day’.
With strong success stories ACKO and Sony LIV embark on their third year of partnership with innovative campaigns and integration planned through the year on some of the most iconic shows in India, such as Shark Tank India, Kaun Banega Crorepati, The Asian Games, The Ashes, MasterChef India along with Sony LIV originals.
Comments
Ranjana Mangla, Head Ad Sales Revenue, Sony LIV
Today, brands are increasingly looking for innovative solutions that can help build brand equity. One such success story is our long-standing partnership with ACKO Insurance. Together, we have created countless advancements for ACKO with rich in-content integrations. We have built and designed many firsts in contextual segments across our large impact properties aligned with ACKO’s brand philosophy. Sony LIV has established itself as a platform for clutter-breaking original content, marquee multi-sport events and our flagship reality shows which has earned us accolades and an ever-increasing subscriber base. This long-term partnership is a testimony to our solution-driven commitment and content library.
Ashish Mishra, EVP Marketing, ACKO
At ACKO, we honestly believe that long term partnerships with our media partners are mutually beneficial compared to sporadic media buys. This enables both parties to better understand each other’s business plans and objectives and customize solutions around it. We have witnessed this with the Sony LIV’s team year on year. It’s refreshing to have a media partner passionately care about our brand’s growth. The team proactively comes back to us with the right solutions for our key markets to ensure we hit our targets. Of course it helps that Sony LIV has some of the best properties on OTT right now like KBC, MasterChef, Asian Game and of course Shark tank, which for us is as big as IPL.
