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Kshema swings for six with Punjab Kings in quirky insurance ad blitz
MUMBAI: Cricket meets crop cover in Kshema General Insurance’s latest innings—and it’s anything but a straight bat. In a punchy new campaign titled Shreyas Ki Yojana, the insurer teams up with IPL side Punjab Kings to bowl over Indian audiences with insurance awareness, laced with locker-room banter and rural relevance.
Unveiled ahead of the 2025 IPL season, the ad stars captain Shreyas Iyer, pace ace Arshdeep Singh and the flamboyant Shashank Singh. The three trade sledges over Shreyas’ dream of becoming a farmer, only to land on a surprisingly sound game plan: crop insurance. The film delivers its message with the finesse of a cover drive and the timing of a match-winning six.
The ad opens in the PBKS locker room, where Iyer flips through an agriculture magazine and casually declares his post-retirement plans. Cue a cheeky back-and-forth with Arshdeep and Shashank, poking fun at the unpredictability of farming—until Iyer whips out his phone and drops the mic (and the app): Kshema General Insurance.
“Sirf Beeman Nahi, Kshema”, he declares, in what’s already being called the campaign’s new catchphrase. A split-screen follows, showing the cricketers on one side and Kshema’s offerings on the other: expansive crop coverage, affordable premiums, smooth claims, and service that doesn’t ghost you mid-season.
“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,” said Kshema General Insurance Limited CMO Bhaskar Thakur.
The campaign, conceptualised by Dentsu Creative Webchutney and produced by Shaded Feathers, is helmed by director Dhruv Grover and will run throughout the IPL season on digital platforms and traditional media. It’s part of a broader blitz aimed at making insurance less about jargon and more about impact.
To sweeten the deal, Kshema also rolled out its ‘Kshema Secure Hands’ contest. Fans who guess the PBKS player crowned ‘Secure Hands of the Match’ stand a chance to win match tickets and exclusive merch. Insurance has never looked this fun—or this interactive.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
