This festive season, super.money is giving “split” a new meaning with splitStore, a commerce destination inside its UPI app where customers can shop across lakhs of products and split their payment into three parts, with zero interest and zero fees. To bring the idea to life, the brand has roped in Tiger Shroff, whose famous splits make him a natural fit.
Link: https://www.instagram.com/reel/Dd8St_QMfmh/?utm_source=ig_web_copy_link&stkn=MzRlODBiNWFlZA==
In the film, Tiger hears “Split karna… saste mein milega” and takes it literally. He splits in a sauna, in his living room, on a football field and, of course, at the gym. His gym buddy finally sets him straight: “Bhai, khud ko nahi, payment ko split karna tha!” The film then lands the proposition: shop anything on super.money and pay in three on splitStore.
Prakash Sikaria, founder and CEO, super.money, said young India loves a good money hack, and the aim was to make one simple benefit, splitting your payment, impossible to forget. He added that Tiger’s splits are already iconic, so the brand gave a familiar idea a new meaning: split the payment, not yourself.
Tanima Kohli, creative at Talented, the agency behind the campaign, said the idea refused to stay a joke once it left the team in splits. Across films, print, social and meme-led extensions, Tiger’s increasingly obsessive relationship with the word “split” turns a product benefit into pop culture. The goal, she said, was for people to remember the word, not just the ad.
The film is produced by Footloose Films and directed by Indrasish Mukerjee. It follows super.money’s recent IPL campaign featuring Salman Khan, which used humour to communicate its “No Drama. Only Cashback.” proposition.
