Probus Insurance, one of the fastest-growing insurtech brands, has teamed up with Disney+ Hotstar for the ongoing season of Pro Kabaddi League (PKL).
For the 10th season, Probus will be the exclusive partner for the ‘Action Replay Bug’, which will feature the Bollywood actor Hrithik Roshan as its brand spokesperson.
PKL, which is the most well-known kabaddi league worldwide, is one of the most-watched athletic events in the nation after the Indian Premier League (IPL). The league attracted an astounding 435 million viewers last season, demonstrating its broad appeal to a wide range of viewers, from casual watchers to die-hard sports fans.
Before this arrangement, Probus also partnered with the OTT platform for the ICC Men’s Cricket World Cup 2023.
Rakesh Goyal, Managing Director, Probus, said, “We are thrilled to embark on this new journey with exclusive rights for the Action Replay Bug for Pro Kabaddi League this season. Probus has a strong local footprint of 800+ cities, serving 15000 pin codes, where most of our penetration is rural. With this tie-up, we aim to reach out to the rural belt, where Pro Kabaddi League is also making the sport an aspiration for the people in Tier 2 3 cities, touching diverse segments of the population. This is exactly where our brand ethos binds us together, boosting the purpose of this association.”
Dhruv Dhawan, Head Ads, Disney+ Hotstar, said, “At Disney+ Hotstar, it is our constant endeavour to enable our advertisers to meet their business goals by leveraging our tentpole events. We are delighted to associate with Probus across our marquee sports properties, such as the ICC Men’s Cricket World Cup 2023 and now the Pro Kabaddi League Season 10. We hope to continue to build on this association in the future as well.”
Probus is an insurance distribution-tech firm that uses a “Phygital model” to improve customer experience by combining digital technologies with a human touch. It works through an ecosystem of over 30,000 digitally enabled agents in over 800 cities.
The online platform of Probus offers a variety of insurance products, such as automobiles, life, health, and SME. The organisation has reached a huge milestone by exceeding the INR 1000 crore premium last year. In line with IRDAI’s objectives, Probus intends to grow into rural markets by establishing Bima Vahak, a specialised distribution channel, in every Gram Panchayat across the country.