Ep 59 : Ashish Mishra on ACKO Insurance Marketing Case - Digital Disruption of General Insurance in India , Insuretech Consumer Insights

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

How is ACKO disrupting the general insurance category in India, one city at a time ?

What are the challenges and advantages of having a digital platform insurance business?

What has been ACKO's Marketing Strategy ?

Insurance sector marketing communication is very different from the route ACKO has taken. What were the key objectives and insights that were leveraged for different campaigns ?

Ashish answers the above questions and many more as he takes us into a fascinating world of ACKO's business and marketing strategy. Ashish Mishra is the EVP Marketing for ACKO. Ashish is a MICA graduate with 18 plus years of Brand building and Marketing.Please connect with him on Linkedin - https://www.linkedin.com/in/ashish-mishra-mktgathsbc/ or Email him at [email protected]

Please visit his company ACKO- https://www.acko.com/

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at [email protected]

0:00 Introduction to Ashish & Preview

1:24 Technology Company Solving for Insurance- How ACKO disrupted Insurance

6:34 ACKO Value Proposition - Pricing, Customization, Ease etc.

11:50 Delivering 10x Customer Experience

14:43 Challenges in the Journey - Bad Apples, Multiple Cities

20:32 Amazing Customer Story & Value of Cross-Selling & High LTV

23:30 Marketing Campaigns of ACKO - Octopus, Arshad Warsi & Murthy

31:02 ACKO Marketing Setup- Team Structure, Objectives, Roles

33:10 Integrating the Brand with Sport, Music & Culture

36:27 Think & Act Local

38:13 Customer Definition

39:44 Rapid Fire- Personally Speaking with Ashish

41:47 How to Connect with Ashish

Ashish talks that one should only startup if one can provide 10X experience, 10X better experience than what consumers are getting right now. Insurance as a category was boring and staid, so when the customers go and buy car insurance from the app, it is so much smoother, sleeker, and greater experience, it is designed for the people who live in 2020s. ACKO has thought through the whole customer journey from discovery to claim renewal and made it super super customer centric. The ACKO team spends a lot of time deliberating "Should we OR should we not add another step into this consumer journey?" And as a marketer Ashish found it really refreshing to realize that 'I'm not the only guy in this room is the voice of the customer'.

Ashish believes that the fundamental difference comes from ACKO's beliefs - 'We don't think of us just as an insurance company, we it's primarily a tech company'. ACKO is a tech company, which is trying to solve the problem of insurance through technology.

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.Website : www.jasravee.com

#insuretech #ackoinsurance #growthmarketing