MAM
Kshema General Insurance launches campaign to raise awareness about crop insurance
Mumbai: Kshema General Insurance Ltd has announced the launch of its national marketing campaign aimed at raising awareness about crop insurance to coincide with the beginning of the Kharif season. The centrepiece of the 360-degree campaign is a TVC which will reach farmers as they start sowing with the onset of the monsoons. The TV campaign will be further augmented by a concurrent campaign in print, digital, and outdoor media. The campaign highlights the importance of crop insurance in creating a financial safety net for farmers when extreme climate events are becoming more frequent and intense.
The 30-second TVC was developed in-house to forge a deeper connection with farmers, and easy accessibility of Kshema’s industry-first crop insurance plan Sukriti along with Prakriti. The product is available on Kshema’s proprietary platform which can be downloaded from Google Playstore. Any farmer or family member with insurable income can buy this customisable crop insurance starting from Rs 499 per acre and protect more than 100 crops from a combination of one major and one minor peril. All they need to do is download the app, register, geo-tag their farm and pay the premium.
Commenting on the launch of the TVC, Kshema General Insurance Ltd CMO Bhaskar Thakur said, “I am pleased that we relied on the incredibly powerful imagery of a father-daughter relationship to create awareness about mitigating crop loss and resulting income shock with the help of crop insurance. We chose the emotional depth of the conversation between a father and daughter to convey the importance of protecting farmers from income shocks and building financial resilience. Children can ask the most poignant questions with the utmost simplicity which forces an adult to think. We chose to capture that moment of innocence to carry our message of buying crop insurance to mitigate financial losses caused by perils.”
The film opens with a farmer working in his field who then takes a break to have lunch with his daughter. She innocently asks her father why he needs to work hard. He lovingly explains he works hard so that everyone has food on their table, and they don’t face any trouble. The daughter exclaims proudly he is there to ensure no one is in trouble but asks with concern who will look after him if he faces any adverse situation. The camera pans to the farmer who now looks worried and then cuts to the visual of Kshema app with the narrator explaining that any farmer can buy Sukriti easily via the app.
Kshema’s media partner Mudramax is spearheading the campaign and the TVC will be aired on news, music, movies, and general entertainment channels in the country. “We are thrilled to partner with Kshema General Insurance Limited on this groundbreaking integrated multi-media marketing campaign,” said Mudramax president – integrated media Rammohan Sundaram. “By leveraging a strategic mix of TV, Print, and Digital broadcast properties, including a carefully curated set of influencers, we aim to create a cohesive and immersive brand experience that resonates with the target audiences across all touchpoints. This campaign exemplifies the innovative and collaborative spirit of both our teams, and we are confident it will drive significant engagement and impact”.
The new commercial will also be bolstered by an intensive digital campaign to drive awareness around the critical role played by crop insurance in mitigating risks caused by natural perils.
The agricultural and allied sectors engage the largest share of the workforce, constituting 45.5 per cent as per the Periodic Labour Force Survey of 2021-22, and contribute nearly 15 per cent to India’s GDP. However, natural catastrophic events are becoming more frequent and intense due to climate change affecting the farming community disproportionately. These natural perils cause not only loss of crop but also livelihoods in the worst cases as 85 per cent of farmers have modest annual incomes.
Kshema endeavours to support the farming community through these trying times by providing them tailor-made insurance products after adequately mapping and analysing the risk involved.
MAM
Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
