The Indian Premier League (IPL) team, Punjab Kings (PBKS) have inked a partnership with Kshema General Insurance, a fully digital insurance provider.
With this deal, the brand has been named as the team’s official general insurance partner for the IPL 2025. The alliance intends to reunite the IPL franchise with its roots and rekindle the passion of its fans throughout India.
Kshema, which creates innovative insurance products to help people build financial resilience, is expanding into cricket with this partnership with Punjab Kings. Kshema has created its own technological platform to accurately assess, model, and price insurance risks using cutting-edge AI-based algorithms, machine learning, big data, and location awareness.
As part of the association, the Kshema emblem will appear prominently on the Punjab Kings’ playing and practice uniforms. Kshema Secure Hands, an exclusive digital IP, will be built to interact with fans and raise awareness about the company’s industry-first insurance products. This IP will showcase Punjab players’ top fielding efforts (catch taken, run saved, run out, or stumping affected) in each match of the IPL 2025 season, emphasising Kshema’s values of trust, dependability, and protection.
Bhaskar Thakur, CMO, Kshema General Insurance Limited, said, “We are excited to partner with Punjab Kings as they embark on their journey for the new season. Punjab Kings have always been connected to their roots and have brought joy to their legion of fans with their exciting brand of cricket. It was a natural fit for us as we, too, strive for customer welfare with our industry-first insurance products. This association allows us to reach cricketing fans across the country and create awareness about insurance. I wish the team the best for the new season.”
Punjab Kings CEO Satish Menon, added, “We are delighted to partner with Kshema General Insurance this season. This collaboration will create meaningful opportunities that benefit both brands and drive mutual growth.”
Kshema will also conduct a 360-degree integrated marketing campaign to generate discussion about the collaboration, focussing on the exclusive IP “Kshema Secure Hands” to establish an emotional connection with fans across India.
Recently, the Punjab-based unit has also added Highland, Avon Cycles, and FREEMANS as sponsors for IPL 2025.
With a revamped lineup led by Head Coach Ricky Ponting and captain Shreyas Iyer, Punjab Kings are ready to begin the IPL 2025 with a renewed focus on winning the championship.