Bharti Axa General Insurance has rolled out a campaign for its crop insurance facility which has been conceptualised by Enormous Brands.
This follows the company securing the mandate to insure the farmers in Maharashtra and Karnataka for a period of three years under the Pradhan Mantri Fasal Bima Yojna (PMFBY), which provides them protection for the losses occurred due to uncertainty and unfavourable weather.
Alok Shukla, SVP and head, agriculture and rural business and claims, Bharti Axa General Insurance, said, "With the year witnessing many uncertainties in different spheres of life because of the increasing risks of climate change and the scare and spread of Coronavirus infection, the agriculture sector too is exposed to several external risks that confront the farmers and their spirited efforts. The entire crop cycle from pre-sowing to harvesting and post-harvest risks is replete with unpredictable fears and threats. We, therefore, believe that it is time for the farmers more than ever before to secure their crops and empathise with them who work tirelessly and committed to ensuring food produce for the nation. The campaign ‘BohotZaroori Hai’ sensitizes the farmers about the quintessential importance of securing their crops.’’
Ashish Khazanchi, managing partner, Enormous Brands, said, “We have seen that the farmer’s earnings are affected adversely every year because of the vagaries of weather and other unpredictable factors. With crop insurance, the farmer can make sure that the family is well looked after and he never really falls on bad times. We wanted this confidence to reflect in the tone and tenor of the campaign. The campaign also communicates to the farming community that they are an important part of the wheels of India’s economy and the country is with them in making sure that they are self-reliant and free of worries.’’