Kissht has brought cricket icon Sachin Tendulkar on board as its brand ambassador for a three-year association, marking the partnership with a new digital campaign built around the idea of quick and hassle-free loans.
Titled ‘Loans Without Any Hiccups’, the campaign uses humour to communicate Kissht’s lending proposition. The films revolve around a recurring gag where Tendulkar starts getting hiccups whenever a customer successfully receives a loan through the Kissht app.
The creative device is intended to underline the frequency and speed of loan approvals on the platform, while giving the brand’s functional proposition a lighter, entertainment-led treatment.
The campaign also puts the spotlight on Kissht’s digital lending experience, including loan approvals in as little as five minutes and a process that does not require extensive paperwork.
Shwetha Iyer, SVP of Marketing at Kissht, said the campaign uses Tendulkar’s association with the brand to communicate its proposition of speed and simplicity in an engaging manner.
The campaign is being amplified across digital platforms, including Instagram and YouTube, as Kissht looks to strengthen its visibility and brand recall among consumers across the country.
The launch comes as the NBFC continues to expand its digital lending presence and reach a broader consumer base through its app-led lending offering.