super.money has released the second film in its ongoing IPL campaign featuring Salman Khan, extending its ‘No Drama, Only Cashback’ positioning with a more self-aware, humour-led execution.
The latest film departs from conventional high-decibel IPL advertising, instead using a staged on-set moment to underline the brand’s focus on simplicity. The narrative shows Khan delivering a line incorrectly, mixing up “super.money” with “Superman”, only to brush it off and move on, reinforcing the campaign’s central idea that the product does not require elaborate storytelling.
A notable element of the film is its behind-the-scenes treatment, with the on-set audience comprising members of the actual production and client teams rather than hired extras, adding to the campaign’s ‘real’ tone.
The campaign continues to position cashback as a straightforward, no-frills benefit, contrasting with more gamified or layered reward systems typically seen in the category.
Commenting on the campaign, Prakash Sikaria, Founder & CEO, super.money, said, “IPL is one of the most competitive advertising environments in the country, and brands often respond by going bigger and louder. We wanted to take a different route. ‘No Drama, Only Cashback’ is rooted in the belief that if you’re delivering real value, you don’t need to overcomplicate the story. The campaign reflects how our users engage with money today — quickly, simply, and with an expectation of real returns.”
Speaking about his latest brand association, Salman Khan said, “I’m very selective about the brands I associate with and this one genuinely stood out. I met the super.money team who have built one of the best UPI apps. Aaj ki young generation wants things simple and useful and here, along with a great UPI experience, cashback comes straight to your bank account. Seedha hai… simple hai. The choice is a no-brainer.”
Adding to this, Adarsh Atal, Chief Creative Officer, Quotient Ventures, said, “super.money gives everyone cashback, on merchant transactions. No scratch cards and random offers. If they have removed the frills and drama from payment related rewards, we thought, ‘why not do that from the ads also?’. And Salman Khan felt like a great choice because he is as no-nonsense and the brand is. We had an absolute blast making this with Ayappa”.
The campaign has been developed by Tilt Brand Solutions and produced by Early Man Film, with Ayappa KM directing the film.
