Hyderabad, April 10, 2025: Kshema General Insurance Ltd, the Official General Insurance partner of IPL Punjab Kings, has unveiled a new ad film as part of its integrated marketing campaign headlined “Sirf Bima Nahi, Kshema”. The film “Shreyas Ki Yojana” marks Kshema’s association with Punjab Kings (PBKS) for IPL 2025 and leverages cricket to reach out to the masses to create awareness about insurance.
Featuring three PBKS team members — captain Shreyas Iyer, bowling mainstay Arshdeep Singh and the flamboyant Shashank Singh, the film draws from the uncertainties and complexities of cricket to educate Indian farmers on the importance of protection, both on and off the field. This ad campaign takes a more personal route in educating farmers about protecting their livelihoods.
The film opens in the Punjab Kings locker room where Shreyas, while reading an agricultural magazine, announces to his teammates Arshdeep and Shashank that he intends to become a farmer after his retirement. Arshdeep and Shashank engage in a light-hearted yet insightful banter with their captain while reminding him about the uncertainties in the form of extreme weather events that farmers deal with.
Shreyas, seems ready, just like he is on the cricket pitch, to hit any uncertainty for a six. He takes out his phone and shows his teammates how Kshema General Insurance can make it possible. When Arshdeep looks confused, Shreyas retorts “Sirf Beeman Nahi, Kshema”. The film then cuts to a split screen with the cricketers on one side and the product window on the other, displaying Kshema’s value propositions — its expansive crop coverage at affordable premiums, quick & easy claims, and efficient customer service.
Commenting on the new campaign film, 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 ad campaign is part of the media blitzkrieg planned across both digital and traditional platforms. The campaign is live on IPL’s official digital streaming partners. The ad film, conceptualised by Dentsu Creative WebChutney, produced by Shaded Feathers, and directed by Dhruv Grover, will run through the IPL season.
Meanwhile, Kshema recently launched the ‘Kshema Secure Hands’ digital campaign, offering cricket fans a chance to win ticket to Punjab Kings matches, and exclusive merchandise. Fans who correctly predict the name of the PBKS player to be crowned the ‘Kshema Secure Hands’ of the match will become part of the lucky draw and stand a chance to win a ticket to cheer Punjab Kings at the stadium.
