ACKO launches a new campaign collaborating with the NGO PotHoleRaja, patching up potholes of Bangalore.
Bangalore is the center of India’s high-tech industry, Karnataka’s capital. This beautiful city is known for its parks and nightlife but the condition of its roads has always been a dark patch on its image.
It has made commuting a challenge and a safety danger for the citizens.
Leading digital insurance platform ACKO Insurance recently took an initiative to patch 150 potholes around the Royal Meenakshi Mall in Bannerghatta, to make the roads safer and provide a smooth ride for the commuters.
PotHoleRaja is a social venture that aims to save lives and raise social awareness about road safety among all citizens for a better India. While ACKO is one of the fastest-growing insurance companies in India.
They released an ad film that captures their collective goal of making the roads safer. It begins with the headlights of ACKO’s “magical ride” which pulled into the town surprising its citizens. The door opens, and a bunch of Santa Clauses comes out, much to the delight of the bystanders.
There’s also an exclusive jingle playing in the background while the Santas start to work. The citizens express their happiness and gratitude the next morning after waking up to the gift of a patched-up road.
Leo Burnett Orchard created, developed, and released the video under the title ‘The Gifted Road’ and was conceptualized by Bigfoot Productions.
The video conveys ACKO’s commitment to road safety and emphasizes the importance of eliminating potholes to ensure vehicle safety.
The video is being amplified over all the social media platforms and digital mediums.
“The campaign was born out of our desire to play a part in eliminating this issue and making road travel safer,” commented Ashish Mishra, Executive Vice President (EVP) of Marketing at ACKO.
The concept was made into a reality by collaborating with PotHoleRaja to give the citizens with the perfect Christmas gift. He further added that the campaign is very dear to them as it is part of ACKO’s broader objective of promoting and prioritizing road safety for everyone.
Prathap B, founder, and CEO of PotHoleRaja stated, “At PotHoleRaja, our focus is to have accident-free roads and save lives by fixing potholes,” and that their goal is to raise awareness and find effective solutions to fix the potholes.
When they were approached for the initiative, they felt it would be the best thing they could do for the people of Bengaluru over the Christmas season.
They also added that they are constantly looking for companies and partnerships who share the same goal of a world without potholes and appreciate ACKO’s support for the cause.
Pravin Sutar, Creative Head India, Leo Burnett Orchard also added that Christmas is all about innocence and joy, that’s precisely what they intend to spread for the Bengaluru residents. They aim to raise the bar for Christmas advertising in India with this video.
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