Super.money’s campaign featuring South African cricket legend Jonty Rhodes has secured the 18th spot in IMPACT’s Top 75 Campaigns of 2025.
The campaign casts Rhodes as a “Cashback Catcher,” cleverly tapping into his iconic fielding legacy to build a quirky narrative around instant, real cashback on every transaction. Blending sport, culture, and finance, the campaign is designed to resonate with India’s Gen Z and millennial audiences.
The film shows Rhodes diving for flying rupees instead of cricket balls, using humour and nostalgia to personify the chase for rewards in everyday digital payments. The approach positions cashback as something tangible and worth going after, rather than a vague financial promise.
The campaign was created by Braindad and led by Vishal Dayama and Rajat Thakur.
For the 2025 rankings, the IMPACT editorial board evaluated campaigns on parameters such as narrative clarity, creative execution, originality, and production quality. The final list recognises campaigns that stood out for their strong messaging and cultural relevance.
