ACKO, Munna and Circuit: Insurance, simplified with humour

After the success of the health insurance campaign—'Health Insurance ki Subah ho Gayi Mamu’ (It is the morning of health insurance, dude), D2C protection destination ACKO, has brought back the legendary Munna-Circuit duo as it unveiled the second edition of the campaign. Directed by Rajkumar Hirani, the campaign continues to challenge the norms in the health insurance space.

In the latest campaign, the three films address the lesser-aware yet key issues such as room rent capping, the importance of buying insurance early, and the inadequacy of corporate health insurance coverage. The films continue to educate the customers around the factors necessary for the customers to keep in mind before picking the right plan and simplifying the complexities of health insurance

Leo Burnett, which conceptualised and executed the first campaign, continues their creative partnership with ACKO by bringing the second edition to life with the same charm, wit, and chemistry of Munna and Circuit, the protagonists of the hit movie series.

Commenting on the campaign, Ashish Mishra, chief marketing officer of ACKO, said that the first edition of the Munna-Circuit campaign was a breath of fresh air for the health insurance industry. It demonstrated that insurance advertising could break away from traditional, fear-driven narratives and instead be engaging, humorous, and thought-provoking while delivering critical messages.

“With the second edition, we are building on this momentum, bringing a ‘welcome change’ by continuing to challenge conventions and addressing themes that truly matter to customers,” he stated.

Vikram Pandey, co-chief creative officer at Leo Burnett added, “Building on the success of our first Munna–Circuit campaign, the new films bring to life the real and meaningful benefits of ACKO health insurance. We have also added new characters from the film to the series to help the audiences relate to both the message and the campaign,” says.

The campaign will be rolled out across TV, OTT and digital channels.

Campaign’s take: ACKO has once again called upon Munna and Circuit, the beloved Bollywood duo, to promote its health insurance offerings. With Rajkumar Hirani at the helm, this campaign builds on the success of its predecessor by turning the spotlight on overlooked yet vital issues like room rent capping and corporate health insurance limitations. By blending humour with insightful storytelling, the ads deliver serious messages with a light-hearted charm that resonates across diverse audiences.

Breaking away from fear-inducing narratives, ACKO’s approach is both refreshing and strategic. Munna and Circuit’s enduring appeal allows the brand to transcend traditional advertising barriers, making complex topics accessible while ensuring cultural relatability. The addition of supporting characters from the iconic film franchise enriches the storytelling, adding layers of authenticity and connection.

ACKO's deft use of familiar characters aligns seamlessly with their ‘insurance for all’ ethos, simplifying jargon-heavy topics and addressing real consumer pain points. The campaign’s expansive rollout across TV, OTT, and digital platforms maximises reach, reinforcing its innovative edge. By staying consistent with its tone and message, ACKO has not only captured attention but also carved a space for itself as a relatable, trustworthy health insurance provider—a win for both the brand and its audience.