Kshema General Insurance entrusts Mudramax with media duties to drive its ‘Extremes Se Suraksha’ mission

Following a multi-agency pitch, Kshema General Insurance has entrusted Mudramax, DDB Mudra Group’s media arm for its mandate. The agency will craft and implement comprehensive media strategies across offline and online platforms, with the core objective of solidifying Kshema’s position as the preferred crop insurance solutions provider for Indian farmers.

Rammohan Sundaram, President – Integrated Media, DDB Mudra Group said, “Kshema is pioneering a category that has huge potential in the agricultural category of General Insurance. With a technology first approach enabling deep distribution of their product, they are creating massive awareness to the target audience who will benefit in leaps and bounds given the losses they face due to various reasons in the category. We are proud to partner such a client who are focused on building a section of economy that fuels the growth story of India.”

Bhaskar Thakur, CMO, Kshema General Insurance said, “I am delighted to welcome Mudramax as our media partners. We chose them for their strategic thinking and execution capabilities to tap into our target audience. They will be responsible for the complete media mandate. We look forward to some pathbreaking work from them as part of this partnership.”

The partnership aims to build a strong brand narrative around Kshema’s core promise of “Extremes Se Suraksha”. Kshema plans to inform and empower the farming community through its unique insurance products – Sukriti and Prakriti – that can protect their crops from perils and help safeguard livelihoods.

Kshema received the license to operate from the regulator IRDAI in January 2023. Kshema has pioneered the sale of its accessible, affordable, customisable, and comprehensive crop insurance products through its proprietary platform I-Agri. A farmer can log into the app and buy an insurance for their crop in easy steps. I-Agri uses the power of images, cutting-edge AI-based algorithms, ML, big data, and location awareness to offer a seamless experience for the farmer. It extends from buying the insurance to settlement of claims expeditiously, in some cases, within 48 hours. The platform also assesses, models, and prices insurance risks adequately.