ACKO Stars as ‘Car ka Action Hero’ in Blockbuster Campaign featuring MS Dhoni & R Madhavan

In a step toward reaffirming its status as India’s premier protection destination for car owners, ACKO has launched a highly anticipated brand campaign featuring two of the country’s most loved and trusted stars - MS Dhoni and R Madhavan, for the very first time.

The films, directed by the renowned film director and screenwriter, Vasan Bala, also feature the popular creator Viraj Ghelani, blending humor, action, and real-life driving scenarios to showcase ACKO’s promise of making sure that your car’s action never stops.

Conceptualised by Leo Burnett, the campaign highlights ACKO’s promise of being a true end-to-end insurance and car-care partner. To bring this alive, the film reimagines everyday driving challenges in a larger-than-life, action-packed manner where ACKO is always by your side, ensuring that it is your ‘Car ka Action hero’.

Sharing his views about being part of a first-of-its-kind role in a brand campaign, MS Dhoni, Investor & Brand Ambassador, ACKO, said, “ACKO is solving real challenges for car owners and has been built with trust at its core. For most Indians, driving is a daily adventure, and with ACKO you have a reliable partner for every twist and turn. Being part of this campaign with Maddy felt like a full-fledged action film, but with a message that truly matters.”

Adding to it, R. Madhavan, Voice of Customer at ACKO, shared, “To me, ACKO reflects what every customer looks for - clarity, simplicity, and trust. Insurance often feels complicated, but ACKO flips that with an experience that’s refreshingly transparent and reliable. This campaign tells a story that every car owner can instantly connect with, and teaming up with Dhoni made it all the more special.”

Commenting on the insight of the campaign, Ashish Mishra, Chief Marketing Officer, ACKO, said, “At ACKO, we have always focused on making the car insurance process as seamless as possible. This campaign does exactly that. We are also super excited to bring the duo of Dhoni and Madhavan to our audiences in a “never seen before” avatar. I am thankful to my team at Leo Burnett for coming up with this brilliant concept and am hopeful that this campaign will strike a chord with our customers”

The campaign features a series of films (30-sec and 15-sec) that dramatize key moments in a car owner’s journey  buying a new car, renewing insurance, filing claims, and even proving ACKO’s customer-first approach with roadside assistance. Each story blends humor and cinematic action while staying rooted in ACKO’s mission: to make car ownership seamless, smart, and stress-free.

Speaking about the making of the campaign, Vikram Pandey, Chief Creative Officer, Leo - South Asia, said, “In the cluttered insurance category, ACKO is quite literally a superhero bringing together insurance, maintenance, and repairs into one seamless experience. But many car owners don’t yet see the scale of what ACKO can do. So, we leaned into the language India loves most - cinema. By giving the brand a blockbuster treatment, complete with a star-studded cast and larger-than-life action, we brought alive the idea of ‘Car ka Action Hero. ACKO."