Independent creative agency Enormous Brands has bagged the creative duties for Bharti Axa’s Pradhan Mantri Fasal Bima Yojana in a multi-agency pitch. The mandate will be handled from the company’s Delhi office.
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This sowing season, Bharti Axa will act as an insurer to farmers in the states of Maharashtra and Karnataka. As part of the mandate, the agency will be handling the creative work for both the states.
Alok Shukla, Senior Vice-President and Head, Agriculture and Rural Business and Legal Claims Bharti Axa General Insurance Company Ltd., said, “We are honoured and happy to be government’s partner in PMFBY. As part of the mandate, we will insure the farmers in Maharashtra and Karnataka for three years, which provides them protection for the losses occurring owing to uncertainty or unfavourable events like vagaries of weather, pest attacks resulting in yield deprivation on the field. The crop insurance portal will speed up service delivery and will also enable the digitisation of notification of areas, crops, schemes for enabling information access to multiple stakeholders, thereby facilitating ease of access to the farmers in availing crop insurance services.”
Geetanjali Kothari, Vice-President and Head, Marketing, Bharti Axa General Insurance Company Ltd., said, “We are happy to partner with Enormous Brands for PMFBY. Farmers are the lifeline of the nation and we are delighted that the government has trusted us for this mandate. The agriculture sector has faced a difficult time due to climate change and the pandemic. We recognise the need to empathise with the sector more than ever before as we take the message on ground urging them to secure their crops. Enormous Brands understands this and we, in partnership with Ashish and team, are working towards designing a communication strategy that will help build trust along with instilling the need for the product.”
Ashish Khazanchi, Managing Partner Enormous, said, “We are very proud and honoured to be working on the government initiative of Pradhan Mantri Fasal Bima Yojana with Bharti Axa. As we know agriculture is the largest employer in the country, during these unprecedented times our motive will be to create and strategic and creative framework for this product. I look forward to beginning this journey of innovative work for Bharti Axa Pradhan Mantri Fasal Bima Yojana.”
Bharti Axa General Insurance is a joint venture between Bharti, a business group with interests in telecom, agriculture business, and retail, and Axa, an organisation with interests in financial protection and wealth management. The company has a pan-India presence through its 152 branches and offers insurance solutions for motor and two-wheeler, health and critical illness, property and student, individual, and family travel.