Bengaluru: super.money, one of India’s fastest-growing UPI platforms, has launched a new television campaign featuring Salman Khan, taking a minimalist and value-driven approach amid the high-decibel advertising clutter of the cricket season.
Departing from the usual larger-than-life storytelling associated with this period, the campaign is built on a simple consumer insight—that users today seek real value over exaggerated claims. Anchored in the idea that a strong product does not need overselling, the campaign introduces a stripped-down narrative style.
The opening film features Salman Khan in a candid on-set moment, delivering a line before dismissing unnecessary dramatics with “Lo bol diya,” reinforcing the campaign’s central message of saying just enough and moving on. The creative underscores the brand’s core proposition: “No Drama. Only Cashback,” offering up to 5% real cashback on every merchant payment.
The campaign taps into a broader behavioural shift among young Indian consumers, who are increasingly moving away from complex reward structures and seeking simplicity, transparency and tangible benefits in their financial interactions.
Subsequent films, set to roll out through the ongoing cricket season, will extend this narrative across varied settings—from vanity vans to stylised shoots—taking a satirical view of common advertising clichés such as overproduction and exaggerated storytelling. The consistent creative approach focuses on eliminating fluff and letting the product speak for itself.
Commenting on the campaign, Prakash Sikaria, Founder & CEO, super.money, said, “The upcoming cricket season is one of the most competitive advertising environments in the country, and brands often respond by going louder. We wanted to take a different route. ‘No Drama, Only Cashback’ is set in our 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, actor Salman Khan said, “I’m passionate 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 super.money offers a great UPI experience. 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 no-nonsense and the brand is. We had an absolute blast making this with Ayappa”.
Backed by Flipkart, super.money continues to strengthen its presence in India’s rapidly evolving digital payments ecosystem, with a proposition centred on trust, transparency and real user benefits.
