As IPL 2025 heats up, Kshema General Insurance Ltd has stepped up to the crease with an all-new marketing campaign that blends cricket, humor, and awareness about the importance of insurance. Titled “Shreyas Ki Yojana”, the campaign features Punjab Kings’ (PBKS) top talents — captain Shreyas Iyer, fast bowler Arshdeep Singh, and middle-order powerhouse Shashank Singh — delivering a lighthearted but impactful message: “Sirf Bima Nahi, Kshema.”
Cricket’s uncertain outcomes have long mirrored the unpredictability of life — especially for Indian farmers. Kshema’s latest ad cleverly taps into this parallel. Set inside the PBKS locker room, the ad opens with Shreyas flipping through an agricultural magazine, casually announcing his post-cricket dream of becoming a farmer.
His teammates Arshdeep and Shashank, amused and concerned, quickly point out the unpredictable nature of farming, particularly due to erratic weather conditions. Shreyas, with a confident smile, introduces Kshema’s insurance offering from his smartphone, assuring them that he’s ready for anything — thanks to Kshema’s comprehensive crop insurance plans.
While the campaign keeps things light and entertaining, the core message hits home — the value of being prepared. The ad smoothly transitions to split-screen visuals showcasing the brand’s key benefits:
Affordable and all-inclusive crop insurance
Streamlined claim settlement processes
Quick, reliable customer support
By drawing a parallel between cricket’s unpredictability and the risks farmers face, the brand manages to build a strong emotional and cultural connect with viewers.
Speaking about the campaign, Bhaskar Thakur, CMO at Kshema General Insurance, emphasized the power of cricket as a communication platform in India. “We want people to understand that just like on the pitch, preparation off the field is key. Cricket offers an incredible opportunity to deliver this message at scale. Partnering with Punjab Kings — a team that resonates with strong regional roots — allows us to amplify that message with authenticity.”
The campaign has been conceptualized by Dentsu Creative WebChutney, directed by Dhruv Grover, and produced by Shaded Feathers. It is currently being aired across digital platforms and IPL’s official streaming channels, with plans to maintain momentum throughout the season.
Adding a fun, interactive twist, Kshema also launched a fan-centric initiative called ‘Kshema Secure Hands’, giving cricket lovers a chance to win exclusive prizes. Fans who predict the PBKS player named “Secure Hands of the Match” stand a chance to win match tickets and Punjab Kings merchandise, offering a unique way to be part of the action.
