EbixCash and via.com (Ebix Travels) have unveiled their strategic IPL 2025 marketing campaign ‘Miss Mat Kar, Ebix Kar’ in partnership with the Bangalore and Delhi cricket franchises, capitalizing on India’s T20 cricket fever.
Conceptualized by digital agency Tonic Worldwide, the campaign addresses consumer FOMO (Fear Of Missing Out) through a series of engaging 15-second snackable films. These bite-sized advertisements highlight how consumers often miss better deals, faster services, and simpler financial solutions simply by not knowing where to look.
The campaign focuses on common consumer pain points, including booking last-minute flights and paying international college fees without hidden forex charges. By featuring popular cricket players from the partner franchises, the campaign transforms complex financial offerings into accessible solutions.
“‘Miss Mat Kar, Ebix kar’ captured the essence of our T20 campaign for both Travel and Payments sectors,” said Ashish Jaitly, Executive Director and CEO of Global Technology Business at Ebix. “In today’s world, smart choices are about being in the moment and grabbing opportunities. Capturing that sentiment, Tonic gave us exciting insights and executed the same beautifully.”
Josna Joseph, Senior Creative Director at Tonic Worldwide, explained the strategic thinking behind the campaign: “Today’s audience has major FOMO, both in the financial and digital contexts. Consumers fear missing out on special offers and exclusive deals. Social media further amplifies this ‘fear’ when they watch others enjoying international experiences with cost-friendly hacks.”
The campaign cleverly combines functional benefits with behavioral insights and social media trends to create relatable content. Joseph added that their approach transformed “complex financial offerings into accessible solutions” through cricket players as powerful brand ambassadors.
The ‘Miss Mat Kar, Ebix Kar’ campaign is being promoted extensively during the ongoing IPL 2025 tournament across multiple platforms including Connected TV (CTV), linear television, and various digital advertising channels. According to Jaitly, the campaign “is already making waves” for the EbixCash brands including via.com, Mercury, and EbixCash World Money.
This strategic marketing initiative demonstrates how financial and travel brands can leverage India’s cricket passion to connect with consumers through relatable, solution-oriented messaging during the country’s biggest sporting event.
