Every time Kissht approves a loan, Sachin Tendulkar gets the hiccups. That is the premise behind ‘Loans Without Any Hiccups’, a new campaign from digital lending platform Kissht, which has also appointed the cricketer as its brand ambassador for the next three years.
The campaign features a series of digital films built around a simple comedic gag: every loan approved through the Kissht app triggers a bout of hiccups for Tendulkar. The more approvals that come through, the harder it becomes for him to keep up.
Behind the humour is Kissht’s core proposition around speed, simplicity and a paperless loan application experience. The films highlight the platform’s loan approval process, which the campaign says can approve loans within five minutes, turning a functional product proposition into the recurring hiccup joke.
The campaign will run across Instagram, YouTube and other digital platforms as Kissht continues to expand its digital lending operations across India.
With Tendulkar at the centre of the films, ‘Loans Without Any Hiccups’ takes a familiar advertising device — the recurring gag — and uses it to make a straightforward lending proposition a little more memorable.
