M4G Talkies S2E4: Nitin Khanna of ACKO on challenger marketing, consumer trust and making OOH work harder

In the latest episode of M4G Talkies Season 2, Nitin Khanna, CMO, ACKO, joins host Meenakshi Menon, Founder and CEO, GenSxty Tribe, for a conversation on building a challenger brand, understanding consumer expectations and creating marketing that delivers beyond visibility. Drawing on his experience across MakeMyTrip, Ola and ACKO, Nitin shares why consistency remains one of the most underrated strengths in brand building. “Consumers are not bored. You’re bored, you want excitement,” he remarks, pointing to how marketers can sometimes feel compelled to change things simply because they want to do something new. He also discusses the importance of building internal conviction, aligning teams and stakeholders around a brand’s direction, and ensuring that marketing promises are reflected in the actual product experience. 

A key part of the conversation looks at ACKO’s approach to challenging established conventions in the health insurance category. Nitin explains how the brand’s campaign featuring the iconic Munna Bhai and Circuit characters began with a consumer insight: questioning the pain points and anxieties associated with health insurance. He also discusses the campaign’s outdoor execution, which featured a giant hospital bill hanging from a billboard to communicate the brand’s promise of 100% bill payment. For Nitin, the idea worked because it was conceived specifically for the medium rather than adapting a conventional print or digital creative for an outdoor site. The conversation further explores the role of social listening in understanding changing consumer sentiment, the need for simpler and more transparent insurance products, and how AI can help marketers channel abundant intelligence towards real business and consumer problems. He also shares what he values in agency partnerships, including healthy creative pushback, long-term trust and a clear focus on business outcomes. 

Watch the full episode of M4G Talkies Season 2, Episode 4, featuring Nitin Khanna and Meenakshi Menon, to hear the complete conversation.