Kissht, one of India's RBI-registered NBFCs, today announced the launch of its new brand campaign, titled "Loans Without Any Hiccups," featuring cricket legend Sachin Tendulkar, who has signed on as Kissht's brand ambassador for a three-year period.
The campaign features a series of films built around a humorous premise: Tendulkar develops hiccups every time a loan is approved through the Kissht app, highlighting the platform’s positioning around quick and consistent loan approvals.
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"When Kissht approves loans within 5 minutes, of course everyone's going to thank Sachin," said Shwetha Iyer, SVP of Marketing at Kissht, on the campaign's positioning. "The films are a fun way to bring alive what makes Kissht different: speed, simplicity, and zero paperwork, at a scale that even our own brand ambassador can't quite keep up with."
The campaign will run across Instagram, YouTube and other digital platforms as Kissht looks to strengthen brand recall and expand its reach as it scales its digital lending operations across India. The partnership marks Tendulkar’s association with the financial services brand and forms part of Kissht’s wider effort to build a stronger consumer-facing presence in the digital lending market.
