Campaigns

ACKO turns a farewell into an OOH tribute for outgoing CMO Ashish Mishra

The insurer’s marketing team celebrated its departing chief marketing officer with a Bollywood-inspired billboard, proving that out-of-home can be just as powerful for appreciation as it is for advertising.

Published

June 30, 2026

M4G Bureau

In a heartwarming use of out-of-home advertising, ACKO’s marketing team transformed a farewell into a public tribute, bidding adieu to outgoing Chief Marketing Officer Ashish Mishra with a larger-than-life billboard in Bengaluru.

Installed in the city where the digital insurer is headquartered, the billboard reimagines Ashish as the star of a Bollywood blockbuster titled The Boss. The creative features the message, “He came to change insurance. He changed us all,” along with the tagline, “Built Different. Built Legendary!” and carries the credit line, “A film by ACKO Marketing Team.”

Far from a conventional corporate goodbye, the campaign was designed as a celebration of Ashish’s impact on both the brand and the people he worked with during his nearly six-year stint at the company.

The tribute came to light after Shilipi Mishra, Director of Customer Success at Plum and Ashish Mishra’s sister, shared the billboard on LinkedIn, applauding the ACKO marketing team for going above and beyond to honour their leader.

“I’ve never seen a team go to such lengths for their leader, and that’s what makes this so special. The billboard wasn’t the story—it was simply proof of the impact he had on the people he worked with,” she wrote.

Responding to the gesture, Ashish thanked the team, calling it a “sweet gesture” and saying he was deeply touched by the effort that went into creating the tribute.

The campaign arrives shortly after Ashish stepped down as Chief Marketing Officer earlier this month, handing over the reins to Nitin Khanna, who has been elevated from Vice President of Marketing.

While out-of-home advertising is typically deployed to sell products, drive awareness, or build brand equity, ACKO’s billboard demonstrates the medium’s emotional potential. By using a premium outdoor format to honour a leader rather than promote a service, the company turned a routine farewell into a memorable cultural moment—one that resonated both within and beyond the organisation.