Kissht has signed the cricket legend as its brand ambassador for three years and launched a digital campaign that uses humour to spotlight its fast, simple and paperless loan process.
Digital lending platform Kissht has brought on board cricket icon Sachin Tendulkar as its brand ambassador for a three-year association, alongside the launch of its latest campaign, ‘Loans Without Any Hiccups’.
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The campaign features a series of digital films built around an unusual side effect of getting a loan approved through Kissht. Every time an application is cleared on the app, Tendulkar starts getting hiccups.
The quirky idea serves as a humorous way to communicate the platform’s key product benefits. The films focus on Kissht’s promise of quick loan approvals, a simplified application journey and a completely paperless process.
The campaign aims to make a financial service proposition more relatable by using Tendulkar’s recognisable persona and a recurring comic situation. Instead of presenting speed and convenience through conventional product messaging, the films turn the approval process into the central punchline.
Shwetha Iyer, SVP of Marketing, Kissht, said the campaign uses humour to demonstrate the platform’s speed, simplicity and zero-paperwork experience, adding that its pace could even leave its brand ambassador struggling to keep up.
The campaign will be amplified across Instagram, YouTube and other digital platforms as Kissht continues to strengthen its digital lending presence across India.
With Tendulkar at the centre of its latest communication, Kissht is looking to build stronger brand recall while simplifying the conversation around digital borrowing and its loan approval proposition.
