Hyderabad: Kshema General Insurance Ltd, the Official General Insurance Partner of Punjab Kings (PBKS), has rolled out its latest ad film, “Shreyas Ki Yojana”, as part of its ongoing IPL 2025 campaign themed “Sirf Bima Nahi, Kshema.” The integrated campaign aims to raise awareness around insurance by tapping into the massive reach and popularity of cricket in India.
The ad film stars PBKS captain Shreyas Iyer, star pacer Arshdeep Singh, and middle-order dynamo Shashank Singh, using cricket’s unpredictable nature to draw parallels with the vulnerabilities faced by Indian farmers. With a mix of humor, relatability, and relevance, the film highlights the importance of being prepared for uncertainties—both on the pitch and in real life.
Set in the Punjab Kings locker room, the film begins with Shreyas casually declaring, while flipping through an agricultural magazine, that he plans to take up farming post-retirement. His teammates Arshdeep and Shashank respond with friendly banter, reminding him of the unpredictable challenges in agriculture, particularly extreme weather events. Unfazed, Shreyas pulls out his phone and introduces Kshema’s insurance solution, confidently assuring them, “Sirf Beema Nahi, Kshema.”
The narrative then shifts to a split screen, juxtaposing the cricketers with key product highlights — comprehensive crop coverage at affordable premiums, simplified claims process, and prompt customer service — effectively underscoring the brand’s core value propositions.
Bhaskar Thakur, Chief Marketing Officer, Kshema General Insurance Ltd, shared his thoughts on the campaign, saying, “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.”
Conceptualised by Dentsu Creative WebChutney, produced by Shaded Feathers, and directed by Dhruv Grover, the ad film is part of a broader media blitz, spanning digital and traditional platforms. The campaign is currently live across IPL’s official digital streaming partners and is set to run through the ongoing IPL season.
Adding to its engagement strategy, Kshema recently introduced the ‘Kshema Secure Hands’ digital contest, giving fans a chance to win Punjab Kings match tickets and exclusive merchandise. Viewers who correctly predict the PBKS player crowned ‘Kshema Secure Hands’ of the match will be entered into a lucky draw to win tickets and cheer for the team live at the stadium.
