Kshema General Insurance Ltd, the official general insurance partner of IPL team Punjab Kings, has released a new ad film titled “Shreyas Ki Yojana” as part of its larger campaign, “Sirf Bima Nahi, Kshema.” The campaign leverages cricket’s wide reach to spread awareness about insurance, especially among India’s farming community.
The film features Punjab Kings captain Shreyas Iyer, along with teammates Arshdeep Singh and Shashank Singh, in a light-hearted locker room conversation about Shreyas’ post-retirement plans to take up farming. The discussion evolves into a subtle yet informative pitch about the challenges farmers face, such as unpredictable weather, and how Kshema General Insurance helps mitigate such risks with accessible crop insurance.
Shreyas uses the moment to introduce his teammates to Kshema’s offerings, reinforcing the message with the brand’s tagline: “Sirf Bima Nahi, Kshema.” The film showcases Kshema’s key benefits — broad crop coverage, affordable premiums, quick claims process, and reliable customer support — through a split-screen narrative.
The ad, conceptualised by Dentsu Creative WebChutney, produced by Shaded Feathers, and directed by Dhruv Grover, will run across digital and traditional platforms throughout the IPL season. It is also live on the IPL’s official digital streaming platforms.
In addition to the main campaign, Kshema has launched a fan engagement initiative called ‘Kshema Secure Hands’, offering fans a chance to win Punjab Kings match tickets and exclusive merchandise. Fans can participate by predicting the PBKS player who will be named ‘Kshema Secure Hands’ of the match, with winners selected via a lucky draw.
The integrated campaign highlights Kshema’s ongoing efforts to connect with rural audiences through cricket, using familiar faces and relatable storytelling to promote awareness and preparedness through insurance.
Bhaskar Thakur, Chief Marketing Officer, Kshema General Insurance, said, “We believe awareness and preparation are the keys to protection, irrespective of the field. Cricket, with its massive following in India, is the ideal medium to deliver this message. Our association with Punjab Kings helps us reach deeper into communities where this message is most needed.”
