THE BIG PICTURE
WhyThis Campaign Mattered
Indian agriculture a high-risk occupation. Farmers in India face significant risks from climate-related events, resulting in low crop productivity and unstable incomes. Weather fluctuations, especially monsoon dependency, contribute to 60% of yield variance. This has led to alarming rates of farmer suicides, with crop failure being a leading cause.
Crop insurance is essential for developing nations like India as it offers
multiple benefits: it reduces risk, supports income stability, encourages
agricultural investment, and promotes modern farming techniques.
However, crop insurance adoption remains significantly low where only 30%
of the cropped area was insured in 2021.
Key reasons for non-adoption include insufficient knowledge, lack of
awareness about crop isnurance, and perceived lack of necessity.
Additionally, crop insurance is ineffective for individual farmers who have
experienced specific crop losses that do not affect the entire region.
Trust is also a critical factor in crop insurance uptake. Field studies show that
trust in insurance agents, institutions, and the product itself significantly
influence farmers’ willingness to enroll. When trusted local agents promote insurance, uptake can increase by up to
36%. Thus, improving awareness and building trust are essential to
enhancing the effectiveness and reach of crop insurance in India.
SOWING
WE SET OUT TO CHANGE FARMERS’ FOOTING WITH KSHEMA’S PRODUCT LAUNCH PR CAMPAIGN. A regionally targeted, locally resonant initiative which meets farmers where they are, to rebuild
resilience, financially and emotionally.
PRODUCTS– KSHEMA SUKRITI, KSHEMA PRAKRITI
CROP SELECTION: OBJECTIVES
Tackle low crop insurance penetration among Indian farmers: Not just increase awareness, but build trust.
Build resilience against weather shocks by disseminating
information about the crop insurance products
emphasizingregion-specificrisks, customisable, technology-backed insurance.
Reach diverse farming communities across the country with hyper local storytelling. Use regional media and on-ground presence to make insurance feel accessible. Educating the farmers on how to leverage technology for prompt, accurate claims. Having a helpline in place to consult farmers unfamiliar with using digital platforms.
IRRIGATION
Localized Storytelling: Press releases, Q&A documents, and feature articles tailored to state’s tailored to local crops, risks
Example: In Punjab and Haryana, the campaign emphasized hailstorm
protection against cyclones and floods. and animal attack coverage,while in Andhra Pradesh, it highlighted
protection against cyclones and floods and animal attack coverage, while in Andhra Pradesh, it highlighted.
Regional Media Engagement: Local language newspapers, print and online, regional news channels to maximize reach. Interviews were conducted with Kshema’s leadership in regional languages. Press Conferences in regional languages.
Press Conference in regional markets.
On-ground Activation & Engagement: POSPMs held 1:1 demos in local markets (mandis).
Farmers educated via regional outreach and helpline.
Content framed in local concerns — not insurance jargon.
Facilitate in-person consultation with POSPs for those unfamiliar with
digital platforms.
Technology as an Enabler:
Quick & easy claims processing using AI, satellite imagery, and geo-
tagging, reducing delays in claim settlements, and maintaining accuracy.
Selection of specific perils (hailstorm, cyclone, animal attack) and a
hassle-free process to buy insurance
NUTRITION SUPPLY
EXAMPLES BY REGION
PUNJAB & HARYANA – Focus on hailstorms, animal attacks.
Press in Hindi + Punjabi.
ANDHRA & ODISHA
Spotlight on cyclones, floods.
Testimonials from coastal farmers.
NORTH EAST
Rainfall, landslides.
crop resilience. Showcased indigenous
MAHARASHTA &MP
Drought, erratic rain. Interview swith cotton, soybean farmers.
HARVEST
Media Reach & Engagement: Over 150 regional news articles and 50+
interviews in state-language media.
Total PR Value – INR 165.4 M
~1000 total coverage in 2 months and for 9 activities.
Featured on regional news TV channels with a combined reach of 8 million+.
Kshema App Impact: significant increase in downloads post-campaign. Surge in insurance policies purchase digitally. On-ground Engagement: Thousands of farmers interacted with POSPs
during weekly markets to learn about insurance.
Dedicated call-center witnessed a substantial increase in farmer inquiries post-campaign.
REAL VOICES FROM THE FIELD
I want to thank Kshema.Their representatives are very helpful whenever we need their advice.We bought it and we have benefited form it.
MEENA SAHA, ALMORA, UTTARAKHAND
I found it very easy to buy policy from Kshema. Their representatives are very helpful.
VIJAY KUMAR PRAJAPATI, NIYAMTABAD, CHANDAULI, UTTAR PRADESH
CONCLUSION
The Kshema crop insurance campaign because it met the farmer where they were, in the language they spoke, with the stories that mattered to them. When Kshema and PR24x7 met on the farm, regional PR didn’t just help tell the story — it changed the ending.
Regional Roots. National Reach. Real Impact
At PR24x7, we believe every story deserves to be heard — in the right language, in the right place, at the right time.
With over two decades of experience and a strong network across 18+ states and 850+ districts, we are India’s leading regional PR powerhouse, crafting hyper- local narratives that resonate on a national scale. Whether you are a global brand looking to make a local impact or a regional player ready to scale new heights, PR24x7 bridges the gap between your message and the masses — authentically, effectively, and 24×7.