super.money has launched a new campaign for splitStore, its commerce destination within the UPI app, featuring actor Tiger Shroff. The campaign promotes the platform’s Pay in 3 option, which allows customers to split their shopping payments into three parts without interest or fees.
The campaign plays on the literal meaning of “split”. In the film, Tiger hears the line “Split karna… saste mein milega” and interprets it as an instruction to split himself rather than his payment.
He is shown splitting himself in a sauna, living room, football field and gym, before his gym buddy clarifies the proposition: “Bhai, khud ko nahi, payment ko split karna tha!”
The film then introduces splitStore’s core proposition, allowing customers to shop across lakhs of products and pay in three parts.
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.”
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 to communicate the brand’s “No Drama. Only Cashback.” proposition.
The splitStore campaign extends this approach by using a single product benefit as the central creative idea across films, print, social and meme-led extensions.
Through splitStore, super.money is promoting its Pay in 3 option as a payment feature for shoppers, allowing them to divide the cost of their purchases into three parts.
