The archive · Advertising · Marketing decision · 2023–2025
ACKO's Munna Bhai and Circuit ads mock health insurance — Grand Effie India 2024
India's digital insurer relaunched Munna Bhai and Circuit in six short films to dismantle health-insurance fine print; 7.2M+ views and the Grand Effie.
ACKO General Insurance
What it had to solve
Acko, India's digital-first insurer, was entering health insurance for the first time. The category was intimidating: waiting periods, claim rejections and fine print made people distrust every policy. It needed a launch idea that made the product feel simple, honest and fun.
How it works
In September 2023, Acko General Insurance launched its first health product, the Acko Platinum Health Plan, with a campaign that reunited Sanjay Dutt and Arshad Warsi as Munna Bhai and Circuit — the beloved duo from Rajkumar Hirani's Munna Bhai films. The campaign, titled 'Health Insurance Ki Subah Ho Gayi Mamu', was built as six short films directed by Hirani himself.
The creative bet was that Munna and Circuit, characters famous for challenging the status quo with humor, were the perfect spokespeople for a challenger insurer. As Acko's marketing chief put it, 'Munna and Circuit have always challenged the status quo in their unique style. This fits perfectly with what we have also been trying to do at Acko.' Getting the original trio back for an ad had 'seemed impossible', Leo Burnett's national creative director recalled.
Each film attacked one fear of the category: zero waiting period, 100% bill payment, being honest about pre-existing ailments for a stress-free claim, and easy claim filing. The films aired across television, digital and social, turning insurance education into entertainment.
The campaign amassed over 7.2 million views on YouTube. At the 24th Effie India Awards in January 2025, it took the Grand Effie, the festival's top honor for marketing effectiveness.
Why it lands
- Munna Bhai and Circuit are characters whose whole identity is questioning the system, so they made a challenger brand's argument feel authentic.
- Each short film turned one insurance pain point into a joke, explaining complex features through comedy instead of fine print.
- The original cast and director gave the campaign cultural authority no hired spokesperson could match.
- It converted a boring, feared category into watchable content — over 7.2 million views on YouTube.
- The Grand Effie proved the entertainment also worked as marketing, rewarding both creativity and effectiveness.
What it did
The campaign drew over 7.2 million YouTube views and became the launch platform for Acko Platinum Health Plan. In January 2025 it won the Grand Effie at the 24th Effie India Awards, the evening's top campaign honor, and Acko returned with a sequel.
What you can take
If a category is feared for its fine print, cast characters whose entire identity is challenging the system — comedy can make transparency feel entertaining instead of threatening.
Since then
Acko returned in January 2025 with a sequel that added Dr. Rustam Pavri and took on new fears such as hospital rent and relying only on workplace coverage; its launch ad drove a reported 56x spike in app downloads. The brand has since expanded beyond auto insurance into health, life and travel, with Leo India's work on the account becoming a repeat award winner.
Sources
- Acko brings back Munna and Circuit to challenge traditional health insurance plans
- Leo Burnett India Secures Grand Effie for ACKO Insurance Campaign at Effie India Awards 2024
- ACKO's bold move: Munna Bhai and Circuit's comeback digital ad campaign aims for round two of success
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