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<ul><li>ACKO Launches new brand campaign ‘Car Insurance Ke Tedhe Games.’</li><li>The campaign highlights the challenges of buying insurance today &amp; how <keyword id="6568790" type="UNKNOWN" weightage="20" keywordseo="acko-insurance">ACKO Insurance</keyword> simplifies the experience.</li></ul>ACKO Insurance has launched a marketing campaign - ‘Car insurance ke tedhe games’ that will remind you of Takeshi’s Castle. Conceptualised and created by Leo Burnett Orchard, the campaign’s creative depicts the current car insurance journey as a complex and absurd game, and showcases ACKO as a direct-to-consumer insurance that helps save both time and money. The narration in the campaign is by popular Indian actor and comedian, Javed Jaffrey. This is an integrated 360 degree campaign across television, digital, social media and will be amplified across radio and out-of-home in the coming weeks. Insurance in India has suffered from a trust deficit due to the perceived complexity of the product offerings, the purchase and claims journey. This directly reflects in how underserved the Indian insurance market is. Today, the typical insurance purchase to claim journey is a complicated, multi-step process that involves a lot of paperwork and services of third party agents and middlemen that inflate the price. ACKO provides frictionless insurance through an intuitive purchase experience, zero-paperwork and stress-free claims process. Being a digital and direct to consumer brand, ACKO has transformed the entire insurance process that makes it simple and transparent. By eschewing the agent/broker channel, there are no hidden charges or agent commissions. ACKO’s new campaign depicts the challenges that consumers have to navigate to buy car insurance today, in a ‘gameworld format’. Featuring contestants competing on an obstacle course, the films highlight issues such as insurance agents that chase you, commissions that inflate premiums, drawn out claim processes and sub-standard service experience The campaign informs users on the advantages of buying car insurance from ACKO, by ‘knocking out’ each one of these challenges. <div type="Youtube" id="aKS6auMwdCw" title="Car Insurance Ke Tedhe Games | Commission Ka Attack | ACKO" thumbUrl="https://i.ytimg.com/vi/aKS6auMwdCw/mqdefault.jpg"></div> Ashish Mishra, EVP Marketing said, “With this marketing campaign, we really wanted to highlight how ACKO Car Insurance can be beneficial to customers. We know that buying car insurance can often be expensive, complicated and time consuming for most consumers. They also end up paying the same amount despite differences in their car usage. ACKO Car and Bike Insurance products are designed to overcome these challenges, using advanced technology and consumer data to arrive at the best pricing unique to each consumer. ACKO sells direct to consumers, which has removed commissions and hidden charges, making ACKO's insurance cheaper than other policies in most cases. So far ACKO has successfully insured 60Million Indians across 550 cities”. “We are very excited to launch this new campaign informing the consumers about these benefits in a fun and entertaining manner. Our agency partners, LBO and Wavemaker, have helped us in developing a clutter breaking creative campaign and a robust media strategy that will definitely help in driving awareness,” he added. Vikram Pandey - National Creative Director, <keyword id="261687" type="PERSON" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword>, said,“Car insurance is boring and car insurance ads even more so. So we created ads that don’t look like ads, they look like snippets out of Japanese Game Shows. The costumes, sets, edit pattern, even <keyword id="127390" type="PERSON" weightage="20" keywordseo="Javed-Jaffery">Javed Jaffery</keyword>’s compering, were designed accordingly. We used the ‘Tedhe Games’ format to show what people go through while purchasing or claiming car insurance, and how car insurance from ACKO is a better choice. ‘Paperwork ka Mayajaal’, ‘Commision ka Attack’ and ‘Repair Run’, each ad illustrates the current category grievances and how ACKO is a solve for it all.”

ACKO's new campaign 'Car Insurance Ke Tedhe Games' will make you miss Takeshi's Castle

<ul><li><keyword id="18635" type="ORGANIZATION" weightage="100" keywordseo="Amazon">Amazon</keyword> led a new round of funding for <keyword id="4943836" type="LOCATION" weightage="20" keywordseo="Acko">Acko</keyword>, a digital insurance startup.</li><li>Acko’s main competition comes from sites like PolicyBachat, PolicyBazaar and Easypolicy. </li><li>Flipkart, Amazon’s primary challenger in the Indian market, has its own insurance portal called Sabin Advisors. </li></ul>After losing out on its offer to buy 60% stake in Flipkart, Amazon continues undeterred with its investments in India. The company is restarting its efforts by investing in Acko, a digital insurance startup based in the country. In its new round of funding, Acko managed to raise ₹809 million ($12 million) and also brought on a new investor, Ashish Dhawan, the founder of a private equity firm called ChrysCap. Reports of the US retail giant backing the startup have been <a href="https://tech.economictimes.indiatimes.com/news/internet/amazon-may-back-online-insurance-startup-acko/62322035">brewing</a> since January this year. Earlier, it was speculated that Amazon would come on board as a part of a new financing round of a total of ₹1 billion ($15 million). The actual amount may not be the complete billion, but it does bring Acko’s grand total up to ₹2.8 billion ($42 million). Not to mention, it’s the <a href="https://tech.economictimes.indiatimes.com/news/startups/amazon-leads-12m-funding-round-in-acko/64342454">first</a> investment by Amazon in India’s insurance sector. Founded by <keyword id="3064929" type="ORGANIZATION" weightage="20" keywordseo="Varun-Dua">Varun Dua</keyword>, one of the co-founders of Coverfox (an insurance comparison site), Acko’s main <a href="https://www.owler.com/company/ackogeneralinsurance#competitors">competition</a> comes from sites like PolicyBachat, PolicyBazaar, Easypolicy and PolicyX.com. At this point, they’re all generating more revenue than Acko. To its credit, it did <a href="https://www.owler.com/reports/acko/acko--ola--acko-partner-to-create-in-trip-insuranc/1522914840916">partner</a> with <keyword id="6354720" type="PERSON" weightage="20" keywordseo="ola">Ola</keyword> in April earlier this year to provide an ‘in-trip insurance’ program. Regardless of whether users chose to ride a cab, auto or e-rickshaw, users could opt-in for insurance that would cover the loss of property, medical expenses, ambulance transportation cover etc. The company claimed it was the first of its kind. In the future, it’s <a href="https://tech.economictimes.indiatimes.com/news/startups/amazon-leads-12m-funding-round-in-acko/64342454">possible</a> that Amazon is looking to bring those financial products to retail consumers as well. That’s probably one of the reasons why Flipkart was <a href="https://www.thenewsminute.com/article/amazon-talks-invest-rs-100-crore-online-insurance-startup-acko-technologies-74073">interested</a> in investing in Acko as well, but the deal seems to have landed in Amazon’s lap instead. That isn’t to say that Flipkart isn’t getting into insurance as well. The company was recently acquired by <keyword id="80487" type="ORGANIZATION" weightage="20" keywordseo="walmart">Walmart</keyword>, and had earlier <a href="https://www.thehindubusinessline.com/info-tech/flipkarts-bansals-diversify-kick-off-new-venture-sabin-advisors/article10007641.ece">set up</a> its own insurance business and venture capital funding called ‘Sabin Advisors’ in December, last year. Acko already has backers like Catamaran Ventures, Hemendra Kothari of <keyword id="83987" type="ORGANIZATION" weightage="20" keywordseo="DSP-Blackrock">DSP Blackrock</keyword> and Accel Partners, among others. The plan is that the company’s interface will completely be online, but for insurance claims there will operate offline centres.

Amazon invests $12 mn in Indian insurance start-up Acko

(Eds: Fixing typo in headline) New Delhi, Apr 7 () Acko General Insurance on Tuesday said it will offer one month's vehicle insurance free of charge to its customers in the wake of the coronavirus pandemic. As people are not using their vehicles at this time, their insurance for the month remains unutilised, Acko General Insurance said in a release. "To support customers during this time where their car/bike will not be in use, Acko General Insurance, a new age online insurance provider, has decided to not charge insurance for one month and has announced an industry-first initiative that gives a one-month insurance extension to car and bike owners," it said. Customers who renew or are first time buyers of Acko's auto insurance policy, will need to pay only for 12 months and will get a one-month extension, at no extra cost, it added.This initiative will provide relief to customers for the month of the lockdown where their car or bike has not been used, said the insurer. "Since most vehicles are parked and not in use during this period, we want to support our customers and do the right thing in a transparent manner by extending their insurance policy by a month for no additional cost," said Animesh Das, Head of Product Strategy, Acko General Insurance. The government has already announced a grace period for premium payments for third party policies till April 21. In addition to that, Acko said it is offering a one-month extension on tenure of third party and own damage policies at no extra cost. For existing Acko customers, the time frame for availing the one-month lockdown extension is for the full financial year, from April 2, 2020 to March 31, 2021. New customers can avail the one-month extension on auto insurance till the lockdown period – April 14, 2020, the company said. KPM ANSANSANS

Acko General Insurance offers one month free auto insurance amid COVID-19 lockdown

<ul><li><keyword id="4943836" type="COMPANY" weightage="20" keywordseo="Acko">ACKO</keyword>'s film to commemorate the first <keyword id="6583338" type="UNKNOWN" weightage="20" keywordseo="Pride-march">pride march</keyword> says that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, it does not necessarily equate to true acceptance. </li><li>The film, that urges people to rethink what it means to truly welcome and become an ally to the <keyword id="1218847" type="PERSON" weightage="20" keywordseo="LGBTQ-community">LGBTQ community</keyword>, is 'a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity'.</li><li>The campaign, featuring <keyword id="1366336" type="PERSON" weightage="20" keywordseo="Neeraj-Kabi">Neeraj Kabi</keyword>, has been conceptualized by Leo Burnett Orchard.</li></ul>Purely digital insurance platform <a href="http://acko.com/" target="_blank">ACKO</a>, today launched a powerful digital marketing campaign on Pride Day, celebrated to commemorate the first pride march. The film communicates a powerful message, that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, this does not necessarily equate to true acceptance, we still need to work on it and ensure that we can welcome one of our own if they belong to the group. The film urges us to rethink what it means to truly welcome and become an ally to the LGBTQ community. <div type="Youtube" id="63JMPlbJl70" title="ACKO celebrates Pride Month" thumbUrl="https://i.ytimg.com/vi/63JMPlbJl70/mqdefault.jpg"></div> Starring popular film &amp; theatre actor, Neeraj Kabi, who has won acclaim for his roles in the web series Sacred Games and Paatal Lok, the film opens with four friends at a get together. As one of the friends, Rakesh Kapoor (RK), proudly shows that he has changed his profile cover picture on social media to the Pride colours in support of the community, the other friends pat him on the back, assuming that RK has now learned of his son’s sexual identity. The accidental reveal leaves RK speechless as he tries to reconcile with his own conflicting actions and emotions. The film is based on the Pride Research conducted by ACKO and YouGov in June 2021, which found that only 2 out of every 5 Indian parents said that they would be supportive if their child was part of the LGBTQ+ community. The campaign highlights this important point - “Post pride, Support pride, but more importantly, be ready to accept Pride.” This campaign is a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity. The company is among the early and a handful of startups that extends a group medical insurance cover to include the partners of LGBTQ+ employees. ACKO prioritizes training and education programs to sensitize and raise awareness about the LGBTQ+ community and to ensure ongoing support of LGBTQ+ staff in the company. Talking about the campaign, <keyword id="486140" type="COMPANY" weightage="20" keywordseo="Ashish-Mishra">Ashish Mishra</keyword>, Executive Vice President- Marketing, ACKO General Insurance, said, “From denial to recognition, Indian society has come a long way in terms of their attitude towards the LGBTQ+ (PRIDE) community. However, there is still a huge amount of work to be done to make sure that people are willing to accept, if one of their own is part of this community. #TalkPride Campaign is our way to progress on this front”. This campaign has been conceptualized by Leo Burnett Orchard. “We are so used to sharing our support for the LGBTQ+ community on social media. But we never take a moment to stop and think how open we will be to having someone in the family who identifies as the same. I think it is time for the country as a whole to take a step towards accepting that love is love, no matter how you choose to express it.’ added Pravin Sutar, Head of Creative, Leo Burnett Orchard. Campaign credits: Agency: Leo Burnett Orchard, Bangalore CEO and Chief Strategy Officer - South Asia Leo Burnett: <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword> CEO and Chief Creative Officer - South Asia Leo Burnett: Rajdeepak Da Managing Director India and Chief Creative Officer Leo Burnett South Asia: <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword> National Head and EVP: Gaurav Dudeja National Creative Director: Vikram Pandey Head of Creative: Pravin Sutar Creative Team: Geo Joseph, Suketu Gohel, Mohammad Faisal Firoz, Dilin Mathew, Akash Mohan Account Management Team: Sriya Banerjee, Chirag Jain Production House: Content Factory Head and Senior VP, Prodigious: Varun Shah Director: Puneet Prakash Sr. Content Producer: Tanaya Barve Associate Producer: Surbhi Bafna Client: ACKO General Insurance Ashish Mishra, EVP, Marketing Shilpi Saini, Senior Manager, Content Nitin Khanna – Senior Director, Brand

ACKO’s Pride campaign urges people rethink what it means to truly welcome and become an ally to the LGBTQ community

<ul><li>Insurtech startup <keyword id="4943836" type="PERSON" weightage="20" keywordseo="Acko">Acko</keyword> has raised $65 million in a series C round. </li><li>Founded by Varun Dua in 2016, the startup has marquee investors like Amazon, Accel Partners, SAIF Partners among others. </li><li>This funding round takes Acko’s <keyword id="51393" type="PERSON" weightage="20" keywordseo="valuation">valuation</keyword> to a reported $300 million. </li></ul>Insurance technology startup Acko has <a href="https://www.vccircle.com/binny-bansal-others-invest-65-mn-in-digital-insurance-startup-acko/">raised</a> $65 million from <keyword id="6364080" type="PERSON" weightage="20" keywordseo="binny-bansal">Binny Bansal</keyword>, former Flipkart co-founder, and Kabir Misra, former SoftBank Managing Partner. The series C funding round with a <a href="https://www.vccircle.com/binny-bansal-others-invest-65-mn-in-digital-insurance-startup-acko/">reported</a> valuation of $300 million also saw participation from Intact Insurance (Canada’s property and casualty insurer) and existing marquee investors like Amazon, Accel Partners, SAIF Partners and TechPro Ventures. Acko, was founded by Varun Dua in 2016, and has gone on to make its mark in the Indian insurtech industry. In the recent past, Acko has been signing partnerships one after the other venturing into different verticals within insurance. The insurtech startup tied up with <a href="https://www.thehindubusinessline.com/money-and-banking/acko-partners-goibibo-for-travel-insurance-foray/article26006200.ece">Goibibo</a> to offer travel insurance to the latter’s users. Acko also partnered with <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/acko-general-insurance-partners-with-driveu-to-provide-trip-cover-for-car-owners/articleshow/66118573.cms">DriveU</a> to offer trip cover to car owners who opt to hire drivers from the latter’s platform. Interestingly, the startup also formed a partnership with <a href="https://economictimes.indiatimes.com/small-biz/sme-sector/au-small-finance-bank-partners-with-insurtech-firm-acko-general-insurance/articleshow/68269212.cms">AU Small Finance Bank</a> in early March to bring about customised insurance deals for their users. India has seen a slow penetration of the insurance sector but things are changing now. According to <a href="https://economictimes.indiatimes.com/industry/banking/finance/insure/insurance-industry-to-touch-280-billion-by-fy20-assocham/articleshow/65740339.cms">reports,</a> the Indian insurance industry is set to grow to $280 million by 2019-20. India has also seen a surge in insurtech startups with the likes of Policybazaar also gaining unicorn status. See Also: <a href="https://www.businessinsider.in/indias-two-startup-icons-switch-to-the-other-side-as-venture-capitalists/articleshow/67420444.cms">India’s two startup icons switch to the other side — as venture capitalists</a> <a href="https://www.businessinsider.in/heres-why-binny-bansals-021-capital-placed-its-bets-on-the-two-year-old-legal-tech-startup-spotdraft/articleshow/68198106.cms">Why India’s Unicorn Founders Backed This Barely Two-Year-Old Legal Tech Startup</a> <a href="https://www.businessinsider.in/after-minting-1-billion-from-flipkart-sale-sachin-bansal-is-now-betting-big-on-ola/articleshow/67526383.cms">Watch Out Uber. Sachin Bansal Gets Ola Share After Selling Flipkart</a>

This Indian insurance startup may be worth $300 million in just over two years

<ul><li><keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> India’s motorcycle mounted device helps detect potholes in real-time.</li><li>It is sponsored by ACKO Insurance.</li></ul>India is known to have one of the largest road networks in the world, however owing to heavy traffic and water logging, Indian roads are riddled with potholes making them a serious menace for commuters. *Last year, we recorded 4775 accidents and 2140 deaths due to pothole-related accidents. And this problem becomes even more acute during monsoon as waterlogging causes thousands of potholes to become invisible overnight, making them extremely dangerous for two-wheeler commuters. The team at Leo Burnett India has been researching and working towards finding a solution that will help address this problem. It has now come up with a unique solution to detect potholes. Leo Burnett India has announced the launch of ‘StreetEye’ - a motorcycle mounted device that can help map potholes in real time, potentially saving thousands of motorcyclists from accidents and mishaps. StreetEye has been conceptualised and created by Leo Burnett India and sponsored by ACKO the new-age digital general insurance brand and will be launched soon. ‘StreetEye’ is a motorcycle-mounted device that can detect submerged potholes in real-time using light detecting stereo cameras. StreetEye has been designed and developed by Leo Burnett and sponsored by ACKO. <div type="Youtube" id="7yxcNYSV-W0" title="Introducing StreetEye: a motorcycle-mounted device that detects potholes in real-time" thumbUrl="https://i.ytimg.com/vi/7yxcNYSV-W0/mqdefault.jpg"></div> Speaking about the prospective launch Rajdeepak Das, CEO &amp; Chief Creative Officer, Leo Burnett said “At Leo Burnett we believe the only way to predict the future is to create it ourselves. We have always been driven by our HumanKind philosophy which puts people and problems at the centre of all our initiatives. The teams at Leo Burnett have been tirelessly researching, developing and testing various versions of StreetEye to find a solution to one of the vital problem i.e. accidents due to potholes. And we are very excited about this product and would be launching it soon in the market.” Adding further, Dheeraj Sinha, CEO &amp; Chief Strategy Officer, Leo Burnett said “Creativity’s true potential is in solving larger problems of the world. StreetEye is a perfect example of how by bringing together innovation, data, design &amp; technology and fuelling it with creativity we can create new age solutions to resolve age old problems. At Leo Burnett we have realised that by bringing creativity and technology together we can play a greater role in helping solve larger problems together with our client partners.” Ashish Mishra, EVP - Marketing, ACKO said “ACKO as a brand has revolutionized the insurance buying process by innovating and replacing traditional models with new-age solutions. ACKO’s commitment to improving lives and Leo Burnett’s vision to use technology for solving real problems has made this happen. We look forward to StreetEye making a meaningful difference especially for bikers during monsoon.” *Reference - The above statistical information was obtained from the Indian Ministry of Road Transport and Highways report of the year 2019

This advertising agency has come up with a unique solution to prevent motorcycle accidents in India

<ul><li><keyword id="3163762" type="General" weightage="20" keywordseo="sonyliv" source="Orion">SonyLIV</keyword> onboards 50+ brands for India's tour of England. </li><li>It has advertisers like Acko General Insurance, Swiggy, Apple, Coinswitch, Betway, Vimal, Abbott, TVS Tyres, Housing.com, Intel, FreshToHome, Rummy Culture, Amazon Prime Video, Accenture and Digit Insurance among others, Castrol, Apollo 24*7, MRF, 188Bet, Fairplay, and NPCI. </li></ul>Team India’s last-hour win over England at Lord’s in the 2nd test match has set the adrenaline of every cricket fan rushing. The thumping victory in the ongoing series has got cricket enthusiasts glued to their screens. The high-octane series garnered a remarkable response for SonyLIV, as the platform onboarded 50+ advertisers. Witnessing great support from advertisers like Acko General Insurance, Swiggy, Apple, Coinswitch, Betway, Vimal, Abbott, TVS Tyres, Housing.com, Intel, FreshToHome, Rummy Culture, Amazon Prime Video, Accenture and Digit Insurance among others, Castrol, Apollo 24*7, MRF, 188Bet, Fairplay, and NPCI also have come forward to advocate their support for the ongoing India’s tour of England. As Team India prepares to reclaim the trophy after 14 years, the next three test matches promise to be an intense battle between the two teams. Ranjana Mangla, Sr. VP &amp; Head of Ad Revenue, SonyLIV said, “As we progress from one international sporting event to another, we continue to witness an overwhelming response not only from viewers but also from advertisers. At SonyLIV, we remain committed to adding unique value to the respective brands and enable advertisers to get their desired reach. For India’s tour of England, we succeeded in retaining multiple brands, which reiterates our commitment to fulfil the demands of our growing partnerships. Extraaa Innings/Studio Show integrations are a great way to build stronger connect with relevant audience for the brands.” Umesh Krishna, Director Marketing, Swiggy said, “SonyLIV has a noteworthy mix of entertainment and sports content that reaches our core audience on a grand scale. Therefore, Swiggy has partnered with SonyLIV extensively in recent years - the platform has consistently driven visibility and engagement for us. We are sure that the <keyword id="117332" type="General" weightage="20" keywordseo="india-vs-england" source="Orion">India vs England</keyword> series association will bring in great ROI thanks to the significant audience interest around the series.” Ashish Mishra, CMO, ACKO said, “Our association with SonyLIV on Euro 2020 and now India vs. England, has helped ACKO build strong affinity in the OTT audience across our key markets of Mumbai, Bangalore and Delhi. Our property called "ACKO Insurer Of The Day" further helps drive brand connect. The association has helped drive brand awareness and a stronger recall amongst sports enthusiasts.”

SonyLIV onboards 50+ brands for India’s tour of England

<ul><li><keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLIV</keyword> has roped in over 50 advertisers for India’s tour of Sri Lanka comprising three ODIs and three T20s.</li><li>Some of the brands it has onboarded includes Apple, HUL, Amazon, JSW, TVS, Tata Motors, <keyword id="26280" type="COMPANY" weightage="20" keywordseo="amul">Amul</keyword>, <keyword id="11673053" type="UNKNOWN" weightage="20" keywordseo="dafanews">Dafanews</keyword>, <keyword id="6416838" type="PERSON" weightage="20" keywordseo="coindcx">CoinDCX</keyword>, <keyword id="143842" type="COMPANY" weightage="20" keywordseo="Mobikwik">Mobikwik</keyword>, <keyword id="4306161" type="PERSON" weightage="20" keywordseo="Cars24">Cars24</keyword>, Medibuddy, Bridgestone, Acko General Insurance &amp; GoDigit amongst others.</li></ul>SonyLIV has announced that it has roped in over 50 advertisers including brands like Apple, HUL, Amazon, JSW, TVS, Tata Motors, Amul, Dafanews, CoinDCX, Mobikwik, Cars24, Medibuddy, Bridgestone, Acko General Insurance &amp; GoDigit amongst others for India’s tour of Sri Lanka comprising three ODIs and three T20s that began on July 18 and will go on till July 29. The series can be viewed live across 6 different languages including Hindi, English, Tamil, Telugu, Malayalam, and Bengali only on SonyLIV. With the increasing viewership coupled with the love for cricket amongst fans, SonyLIV has also locked sponsorship deals with some of the most prominent brands like Vimal, Betway, WazirX, and Swiggy. The platform is also set to provide comprehensive coverage of the Tokyo Olympics 2020 from July 23. Ranjana Mangla, Sr. VP &amp; Head of Ad Revenue, SonyLIV said, "We are elated to witness an overwhelming response from our advertising partners for all our sporting events that air on SonyLIV. Following the success of Euro 2020, we have managed to onboard more than 50 advertisers and multiple sponsors for India’s tour to Sri Lanka. Like always, we are committed to providing the best viewing experience for all global sporting events on the platform."

SonyLIV on-boards over 50 advertisers for India’s tour of Sri Lanka

<ul><li>Euro beats FIFA world cup 2018's views and watch time on <keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLiv</keyword> with 14 million hours of streaming.</li><li>The platform has sold 100% of its inventory for <keyword id="963902" type="PERSON" weightage="20" keywordseo="Euro-2020">Euro 2020</keyword>. </li></ul>Hearts racing, adrenaline pumping as thousands of fans across the country gear up to witness the finals of the biggest football extravaganza in Wembley, London on 11th July. Before the final kick-off, Euro has already outdone the FIFA world cup 2018 views and watch time. With a total of 14 Mn Hours of streaming, the engagement level of users has increased ever since the first match on 11th June 2021. Making the tournament an unprecedented hit, the platform garnered a remarkable rise in viewership with matches like Portugal vs Germany, followed by Croatia vs Spain, France vs Switzerland, and England vs Germany from the playoff stage (Round of 16). Euro 2020 has been a crowd-puller on SonyLIV and is being viewed across more than 400 cities in India. The platform has recorded significantly higher viewership from football loving states like West Bengal, Northeast, Kerala and Goa. Also, the streaming of the matches in 6 different languages has seen encouraging traction in smaller non-metro cities. The uptake of subscriptions in non-metros has doubled as that of metro cities. With the much-loved tournament coming to an end, football enthusiasts cannot wait for the 2nd semi-final to kick-off between England and Denmark on 7th July. Which team will join Italy in the finals on 11th July is something you need to watch out for on SonyLIV. Ranjana Mangla, Head Ad Sales Revenue, SonyLIV said, "Euro 2020 has been a great tournament for us. We successfully sold out 100% of our inventory with 7 sponsors (<keyword id="6672551" type="UNKNOWN" weightage="20" keywordseo="wazirx">WazirX</keyword>, <keyword id="1763236" type="PERSON" weightage="20" keywordseo="CRED">Cred</keyword>, Acko General Insurance, Dell Technologies, Mahindra, Betway and Black&amp;White) and more than 35 brands from across categories like Auto, Electronics, Banking, Finance, Insurance, Technology &amp; FMCG. During this period Spotlight Roadblocks on the platform have also been a huge hit amongst advertisers. Riding high on the overwhelming response by our advertising partners for Euro 2020, we are confident of onboarding several more for Olympic Games Tokyo 2020 as well as our strong upcoming line-up of global sporting events." Talking about the successful association, sponsors of SonyLIV, Nischal Shetty, Founder and CEO, WazirX said, "SonyLIV is the destination for sporting enthusiasts for many global sporting events in India. Associating with a platform that caters to a vast audience with their various entertainment offerings has been a great association. The success of Euro 2020 drew a great number of viewers and that has helped us engage better with our target audience. Ashish Mishra, EVP Marketing, ACKO said, "Our association with SonyLIV has been a fruitful one as it helps ACKO reach niche audiences across top cities. They have some great live sports content lined up, starting with the Euro 2020 which has been a huge success, bringing in diverse viewers. Our goal was to introduce the brand to newer audiences and through this partnership we successfully managed to get the desired reach and have continued to stay top-of-mind."

Euro 2020's viewership on SonyLiv beats 2018's FIFA World Cup

<ul><li>We caught up with <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword>, CEO &amp; Chief Strategy Officer, South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> to talk about all that has been happening at the agency, how they have been coping in these difficult times.</li><li>Sinha told us all that is being done to make sure its employees are safe and motivated and its clients get the most effective solutions to their problems.</li><li>He also gives some advice to brands on how to navigate these times. </li></ul>The past one year has been challenging for people the world over. It has been the same for organizations that had to pivot overnight, start functioning remotely and ensure the safety, and sanity of their employees. For <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> agencies, that thrive on brainstorming together and the resultant camaraderie, things were obviously challenging and while many agencies have been called out for not being able to empathize with their people, there were a few agencies that got it right too. For Leo Burnett, a few of the pivots they had been bringing about in the agency in the past 2-3 years worked in its favor. The year 2020, despite being a difficult year, saw the agency lose zero clients, bring home quite a few awards and come up with work that was noticed and loved. Dheeraj Sinha, CEO &amp; Chief Strategy Officer, South Asia, Leo Burnett gives the credit for a good performance amidst such gloom to the culture the agency has been able to build in the past few years. “We all know what the agency of the future is going to be. It will be about solving our clients’ real-time problems, not just with advertising but with the combined use of creativity, data and technology. But I feel what really prepares us for the uncertain future is the culture we are able to build. In terms of culture, the agency of the future has to be really flat and everybody has to be a creator. But if you have an agency with an ingrained culture of resilience, of people coming together, fighting together and making things happen, we will be able to succeed, because frankly, we don't really know what tomorrow might throw at us,” he said. As a leader, Sinha has been working towards building and strengthening this culture that he speaks about. Not wanting to restrict itself to just a creative workshop, the agency has been focusing on creating full-funnel solutions for its clients. A recent example is its campaign for <keyword id="6568790" type="COMPANY" weightage="20" keywordseo="acko-insurance">ACKO Insurance</keyword> where it created StreetEye, a motorcycle-mounted device to detect submerged potholes in real-time. Designed and developed by the Leo Burnett team, StreetEye tried to solve one of India’s age-old issues – pothole-related accidents. The agency has also launched three specialized divisions – Leo Burnett Digital, Consult and Design, to give clients exactly the solutions they are looking for. Building a culture also includes how you treat your employees and Sinha says his focus also has been to keep everyone motivated through the last one year, when everyone has had to stay at home. “The biggest job in a people’s business like advertising is to keep our people’s energies up. I sometimes feel I'm the Chief Energy Officer of Leo Burnett and not the Chief Executive Officer,” he said with a laugh. Over the last year, the agency has come up with frameworks such as 0-3-6, a short- term thinking model to help brands and businesses navigate the not just the immediate (0) but the next three and six months. It has also conducted over 50 workshops for clients. Sinha has also been having conversations with different people from his team which he has named ‘Chai Pe Charcha’, to make sure he is able to have a connect with employees who he does not talk to on a daily basis. Sinha also said that democratizing leadership has had an important impact on how the culture at the agency is shaping up. “As soon as we entered the pandemic last year, we created a platform for our top 50 leaders. We meet every Tuesday and discuss all kinds of issues. We discuss business, new business, people issues, and a lot of the decisions are taken jointly. If we're going through an issue, it's not one person's decision, rather, the decisions are being owned by a larger culture or a larger group of people. And that to my mind has gone a long way because everybody had a contribution and a say in the direction that agency was headed and in the decisions that we should be taking. And whenever we were in trouble, I would always call upon people and people have stood up and fought and we’ve together won the day,” he explained. When asked what one of his biggest lessons from the last one year has been, he said, “You need to lead from the front. You cannot ask people to do things that you would never do yourself. You have to lead from the front, you have to be out in the trenches because there’s no way of replicating the amount of camaraderie and strength in culture that builds.” He feels it is a combination of all these factors that helps the agency sail through, relatively unscathed from the turbulence of 2020. “If you look at our revenue performance in 2020, we weren’t more than 5-6% short than say 2019, which in a year like 2020 is really good. Despite the lockdown, we won around 20 new business pitches, we created close to 1000 pieces of work, we conducted 0-3-6 workshops. In fact, we were India's number one agency at APAC Effies and at <keyword id="250856" type="COMPANY" weightage="20" keywordseo="AdFest">Adfest</keyword>. I would attribute all of these achievements to the culture we’ve managed to create at Leo Burnett,” he said. On how he anticipates the current wave will impact advertising budgets overall, Sinha said, “I feel most of us right now are going to wait and watch, in terms of how this situation pans out. I feel there are two possible scenarios. If we are able to bring the situation under control, say by the end of May in places like Mumbai, I feel it would lead to a postponement of budgets and demand. But if it goes longer and deeper, that is when we will see budget cuts. We might also see some demand vanish.” Considering the times we are living in where there is immense suffering all around us, what does he think is the correct approach for brands, considering for many people, ads might be the last thing on their minds at the moment! “If you're a brand, large or small, and you have a stake in the Indian consumer market, you're on TV, Digital, you're playing advertising and selling your products, you have to have a stake in what's going on at this point in time. You have to be on ground and help. I have this whole idea of brands being socio-capitalist where, of course, you are a part of the consumer economy but you should also focus on how you can help. Can you help with oxygen, medicines, food, contribution, entertainment or information? And if you can, this is the time for you to help, you have to play your part as a responsible corporate citizen,” he said.

This is the time for brands to play their part as responsible corporate citizens: Dheeraj Sinha, Leo Burnett

<ul><li>The Motor Vehicles (Amendment) Bill was tabled by <keyword id="26680" type="PERSON" weightage="20" keywordseo="Nitin-gadkari">Nitin Gadkari</keyword>, the Minister for Road Transport &amp; Highways in the Lok Sabha.</li><li>It has one hiccup for the Indian insurance industry – unlimited cap on third party insurance liability. </li><li>The earlier version of the Bill had capped the liability at ₹10 lakh but that has been removed. </li></ul>While the Motor Vehicles (Amendment) Bill would make way for compulsory insurance cover for all road users in India, it has one hiccup for the Indian insurance industry – an unlimited cap on third party insurance liability. The earlier version of the Bill, which has been three years in the making, had capped the liability at ₹10 lakh. “The earlier proposed capping on claims amount for a third-party liability cover has been removed and currently stands at an unlimited amount. This might lead to increased perceived value of third party insurance but might lead to very high losses,” said Animesh Das, Head of Product Strategy, <keyword id="4055885" type="PERSON" weightage="20" keywordseo="Acko-General-Insurance">Acko General Insurance</keyword>. The compensation for hit-and-run cases is increased to ₹2 lakh in case of a death, from the existing ₹25,000, added Das. The Motor Vehicles (Amendment) Bill was tabled by Nitin Gadkari, the Minister for Road Transport &amp; Highways in the Lok Sabha. The Bill hopes to change the way Indians drive on the roads. It also introduces heavy penalties for offenders. The Bill is also set to constitute a Motor Vehicle Accident Fund, which would provide compulsory insurance cover to all road users in India. And, there are also benefits for <keyword id="1405341" type="PERSON" weightage="20" keywordseo="Insurance-players">insurance players</keyword>. “The fine for not carrying a valid insurance is also increased to ₹2000. This shall lead to increased awareness and higher insurance penetration,” said Das.

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