Bengaluru, Oct 06: Everyone loves a good payment hack. Split the cab fare. Split the rent. Split the cutting chai. Even the last momo on the plate.
This festive season, super.money is giving “split” a whole new meaning with splitStore - a commerce destination inside a 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 this idea to life, super.money has found the one person who may take the word “split” a little too literally: Tiger Shroff.
In the brand’s latest campaign, Tiger hears, “Split karna… saste mein milega” and immediately gets to work, splitting himself instead of his payment. He splits in a sauna. Then in his living room. On a football field. And, as expected, at the gym. His gym buddy eventually has to set him straight: “Bhai, khud ko nahi, payment ko split karna tha!”
The film then lands the simple product proposition: split your shopping payment into three, without any fees. Shop anything on super.money. Pay in 3 on splitStore.
Speaking about the campaign, Prakash Sikaria, Founder & CEO, super.money, said,
“Young India loves a good money hack. With splitStore, we wanted to make one simple benefit - splitting your payment - impossible to forget. Tiger was the perfect fit because his splits are already iconic. So we took something India already knows and gave it a new meaning: when you shop on splitStore, split the payment, not yourself.”
Speaking about the ideation of the campaign, Tanima Kohli, Creative at Talented, said,
"Some ideas start as a joke in a jam. This one refused to stay a joke. The moment it left our team splitting with laughter, we knew it wouldn’t stop there. It was going to make an entire audience do the same. That’s the creative mnemonic we built for splitStore by super.money. Across films, print, social and meme-led extensions, Tiger Shroff’s increasingly obsessive, borderline unhinged relationship with the word “split” takes a straightforward product benefit and turns it into pop culture. We didn’t want people to just remember the ad. We wanted them to remember the word."
The campaign follows super.money’s recent IPL campaign featuring Salman Khan, which used humour and a simple creative idea to communicate the brand’s “No Drama. Only Cashback.” proposition.
The new splitStore campaign takes the same approach - one simple product truth, brought to life through humour and a cultural insight that everyone instantly gets.
With splitStore, super.money is positioning Pay in 3 as a new way to shop, giving consumers more flexibility while keeping the experience simple.
Creds List Talented:
Creative: Pearl Alex, Tanima Kohli and Manal Doshi Brand Strategy: Juhi Mongia, Rishi Jain, Sumera Dewan Agency Producer: Neil Matthew
Production Creds:
Director: Indrasish Mukerjee
Production House: Footloose FIlms
Producer: Kedhhar Barrve
