HDFC ERGO participated in a week long “Crop Insurance Week” (1st July- 7th July 2021 for Season Kharif and 1st Dec - 7th Dec 2021 for season Rabi) celebration on the occasion of 75th year of Indian Independence, celebrated as "Azadi ka Amrit Mahotsav- India@75" under the aegis of Governemnt of India, aimed to commemorate the progress made by our Indian farmers over the years by various initiatives of the Ministry of Agriculture & Farmer's Welfare and the success of PMFBY in providing security to our farmers. As a part of the celebration, we targeted 10 aspirational districts notified under the PMFBY/RWBCIS, having insignificant or low participation of the farmers in the PMFBY scheme. To create comprehensive awareness in these aspirational districts, about the PMFBY/RWBCIS scheme, extensive marketing activities were planned focusing on educating the farmers about the benefits of the scheme under HDFC ERGO’s initiative “Kisan Pathshala” . Our team members actively distributed cogent pamphlets and brochures, conducted awareness workshops and trainings were done using an one of it's kind "Digital Bus" equipped with desktops.. HDFC ERGO effectively connected with our farmers by distribution of plant saplings and thereby also making sustainable efforts towards the environment. Social Media campaigns were used extensively throughout the week long celebration to reach out to the masses through innovative digital creative contents, audio visuals, informative posts and dedicated hash tags. Further, to commemorate the incessant efforts of our farmers, HDFC ERGO was happy to unveil during the Crop Insurance week celebration, “PIHU” an industry first WhatsApp Chat BoT equipped with Artificial Intelligence tools offering instant messaging services in regional languages to obtain information regarding enrollment in PMFBY Scheme, farmers application status, claim intimation, claims status, etc.