Hyderabad: Kshema General Insurance Limited has launched a meaningful campaign to expand its reach in the country, with the aim of making farmers aware about crop insurance in the Kharif season. Farmers have to be made aware about crop insurance. The entire campaign is based on a TV advertisement, which will reach the farmers as soon as they start sowing with the onset of monsoon. The TV campaign is being supported by additional campaigns across print, digital and outdoor media. The campaign tells farmers the importance of crop insurance as a form of financial protection, especially as climate events become more extreme and increasingly intense.
The 30-second TV advertisement has been created by Kshema’s in-house team. It aims to establish strong relationships with farmers and ensure easy access to Kshema’s innovative crop insurance scheme, Sukriti and Prakriti. This product is available on Kshema’s platform, which can be downloaded from Google Play Store. Any farmer or family member with insurable income can purchase crop insurance, starting at Rs 499 per acre. This insurance covers more than 100 crops against a combination of one major and one minor disaster. For this you will have to register yourself by downloading the app, geo-tag your farm and pay the premium.
Commenting on the launch of the TV advertisement, Bhaskar Thakur, Chief Marketing Officer, Kshema General Insurance Limited, said, “I am glad that we are helping crop insurance reduce crop losses and income loss through this TV advertisement. Providing utility and making farmers aware about it. This TV advertisement is based on the beautiful relationship between father and daughter. We believe that the emotional relationship between father and daughter displayed will influence the farmers and help them in getting financial security. This will prove effective in explaining the importance of crop insurance. Children often ask very heart touching questions which inspire us to think deeply. That is why we have given the message of purchasing crop insurance. We chose this relationship to reduce financial losses caused by natural disasters.”
The film begins with a farmer working in the field, who takes a break from work to have lunch with his daughter. The farmer’s daughter innocently asks her father, why do you work so hard? In response, he lovingly explains to his daughter that he works hard just so that food can be available to everyone and they do not have to face any problems. The daughter proudly says that you are so concerned that no one faces any problem. Then she worriedly asks, if you have any problem, who will take care of you? After this, worried expressions start appearing on the farmer’s face, and a scene from the Kshema app appears on the screen, in which the facilitator explains that any farmer can easily buy Sukriti through the app.
Kshema Kharif TV ad is available in Hindi, Kannada, Marathi and Telugu languages, YouTube link of which is given here: Kshema Sukriti Crop Insurance Starting at Rs 499/Acre. (youtube.com) This TV advertisement will be aired on news, music, films and general entertainment channels across the country. This latest ad will be reinforced by a strong digital campaign that will raise awareness of the important role crop insurance plays in reducing risks from natural disasters. Agriculture and allied sectors employ the largest portion of India’s workforce. According to the Periodic Labor Force Survey for the year 2021-22, this figure is 45.5pc and contributes about 15pc to India’s GDP. However, natural disasters have become more frequent and more intense in recent times. The biggest reason for this is climate change, which has an adverse effect on the farming community. These disasters not only cause huge damage to crops but also threaten their livelihoods, especially when 85pc of farmers earn a meager income on an annual basis. By offering customized insurance products, the goal is to support farmers during these challenging times. These products have been designed after assessing and fully understanding the risks.
