ACKO Unveils 'Car ka Action Hero' with Dhoni and Maddy

BENGALURU, India, Oct. 6, 2025 /PRNewswire/ -- ACKO has rolled out a new brand campaign, 'Car ka Action Hero', fronted by MS Dhoni and R. Madhavan. Filmmaker Vasan Bala is at the helm, and creator Viraj Ghelani adds comic flair. The ad film leans into everyday driving realities, minor scrapes, sudden breakdowns, and challan hiccups, turning them into cinematic set pieces that stay rooted in experiences Indian car owners actually face.

The Concept

The creative idea was simple: taking the usual ups and downs of car ownership and making it look like an action movie, with a constant, on-the-side companion, helping one through troubles. The idea behind the campaign, created by Leo Burnett, is to establish ACKO as a full-spectrum partner, both in insurance, maintenance and repair — all of that without losing the focus on actual human experiences that Indian car owners actually face on the road.

For drivers in India, the everyday stress of checking an e challan MP or Bangalore traffic challan or any state after a busy commute is one such relatable scenario. By framing these mundane moments with a touch of cinematic drama, the films make everyday hassles feel like action-worthy events.

What it's About

The campaign spans a series of 30-second and 15-second films, each focusing on a different milestone or mishap: buying a new car, filing a claim under pressure, or getting the renewal done. The storytelling blends humour and high-energy choreography — quick cuts, tight escapes, and tongue-in-cheek hero shots, with everyday authenticity, such as a roadside tow, a dent fix in peak traffic, or a late-night call for assistance.

For long-drive enthusiasts, it's almost second nature to glance at an e challan Maharashtra or Bangalore after a highway run. The campaign taps into such small but familiar details, making the films feel both entertaining and grounded.

From the agency side, Vikram Pandey, Chief Creative Officer, Leo Burnett South Asia, noted, "The category is crowded, so the team leaned into the language India loves, cinema, to show how a connected insurance-and-care experience can simplify decisions for drivers. By pairing a star-led cast with larger-than-life execution, the idea of a 'car action hero' comes through in an entertaining yet practical way."

Tentative Period

The campaign has been rolled out on digital platforms, TV, and social media. The media approach is based on fast, relatable content designed for the present scroll-and-skip behaviour. However, it still offers insight into what car owners should expect in the event of an occurrence.

Interstate travellers, too, have habits the films quietly reflect. For many, a quick check of an e challan Ahmedabad or any state highway before the next trip is just routine, an ordinary detail that adds authenticity to the cinematic storytelling.

The mood remains light and humorous, the settings are simple to identify, and the overall structure does not shift the attention from the real needs of the world, such as dealing with paperwork and proper repairs.

The campaign is unique in a marketplace where drivers attempt to find a balance between aspirations on one end and actual limitations, such as time, cost, and compliance, on the other. This results in an action-first narrative that considers the chaos on the streets, the small wins that help people survive, and the comfort of knowing that there is help that will come to one's aid when it is needed.

Find the video to the brand campaign here.

About ACKO

ACKO is a digital-first insurance provider redefining the way Indians experience car, bike, health, and life coverage. Through technology-led solutions and customer-centric services, ACKO simplifies complex processes, from policy purchases to claims and now, regulatory compliance like HSRP bookings.