Kshema General Insurance Ltd., the official general insurance partner of Punjab Kings (PBKS), has launched a new ad film ‘Sirf Bima Nahi, Kshema’ featuring three PBKS players, captain Shreyas Iyer, Arshdeep Singh, and Shashank Singh.
The campaign highlights Kshema’s partnership with the PBKS for the IPL 2025, and it uses cricket to raise awareness about insurance. The ad uses the uncertainties and intricacies of cricket to educate Indian farmers on the significance of safety, both on and off the pitch. This ad campaign takes a more intimate approach to teaching farmers about maintaining their livelihoods.
The video begins in the PBKS locker room, where Shreyas, while reading an agricultural magazine, informs his colleagues Arshdeep and Shashank that he plans to become a farmer after retirement. Arshdeep and Shashank engage in humorous yet informative banter with their leader, reminding him of the uncertainty farmers face in the form of harsh weather disasters.
Shreyas appears to be poised, just like he is on the cricket ground, to knock any doubt for a six. He pulls out his phone and shows his teammates how Kshema General Insurance can help. When Arshdeep looks perplexed, Shreyas responds, “Sirf Bima Nahi, Kshema.” The film then turns to a split screen with the cricketers on one side and the product window on the other, presenting Kshema’s value propositions, which include extensive crop coverage at low premiums, quick and simple claims, and efficient customer care.
Bhaskar Thakur, Chief Marketing Officer, Kshema General Insurance Limited, said, “We believe awareness and preparation are the keys to protection, irrespective of the field. Cricket, with its following in India, is one the most effective vehicles to take this message across the country which is why we chose to leverage our partner Punjab Kings’ strong connection with its roots to aid our outreach. I hope the star-power of Shreyas, Arshdeep, and Shashank will act as a catalyst in increasing awareness about insurance and its effectiveness in mitigating economic hardships.”
The advertising effort is part of a media blitzkrieg planned for both digital and conventional outlets. The campaign is now available on IPL’s official digital streaming partners. The advertisement, created by Dentsu Creative WebChutney, produced by Shaded Feathers, and directed by Dhruv Grover, will air throughout the IPL season.
Additionally, Kshema recently launched the ‘Kshema Secure Hands’ digital campaign, which gives cricket fans the opportunity to win tickets to Punjab Kings games and special products. Fans who correctly identify the PBKS player who will be called the match’s ‘Kshema Secure Hands’ will be entered into a fortunate draw and will have the opportunity to win a ticket to see the Punjab Kings play at the stadium.