super.money turns Tiger Shroff’s famous splits into a payment hack

The news

super.money has launched splitStore, a commerce destination inside its UPI app, and it wants you to remember one word: split. The festive offer lets shoppers browse lakhs of products and pay in three parts with zero interest and zero fees. To make that benefit unmissable, the brand turned to Tiger Shroff and his most famous physical flex.

In the campaign, created by Talented and directed by Indrasish Mukerjee, Tiger hears ‘Split karna… saste mein milega’ and immediately begins splitting himself. He pulls the move in a sauna, in his living room, on a football field and, inevitably, at the gym. His gym buddy finally has to intervene: ‘Bhai, khud ko nahi, payment ko split karna tha!’

Why it matters: memory, not just messaging

The ad could have simply said flexible payments. Instead, it borrows an existing cultural association, Tiger’s split, and gives it a new commercial meaning. That is a classic creative mnemonic at work. A product benefit becomes easier to recall when it is attached to a vivid image people already recognise.

Prakash Sikaria, founder and CEO at super.money, framed it simply: the team took something India already knows and gave it a new meaning. Tanima Kohli, creative at Talented, added that the idea started as a joke but turned into a device designed to make audiences remember the word itself, not just the ad.

What marketers can use

This campaign is a good reminder that features do not memorise themselves. The brand builds repetition around a single word and a single visual.

• Anchor to a ready-made icon: Tiger’s splits already mean something to young India, so the ad does not have to build recognition from scratch.
• Repeat the word across contexts: Each scene re-encodes ‘split’ with the same physical payoff, strengthening recall.
• Let humour carry the benefit: The gym buddy’s correction lands the product point without turning the ad into a tutorial.

This follows super.money’s IPL campaign featuring Salman Khan, which used a similar short-cut: a simple idea, repeated with humour around ‘No Drama. Only Cashback.’ The strategy is becoming consistent, make one benefit sticky, then campaign around it.

The bigger idea

The underlying principle is distinctiveness. In a crowded payments market, brands often compete on interest rates and cashback percentages. Those numbers blur. A word that consumers already use, ‘split’, paired with a celebrity signature, gives super.money a memory asset that outlasts the media spend.

The festive test, of course, is whether the memory becomes action. If shoppers start saying ‘split karna’ when they mean splitStore, the mnemonic has done its job.

Source: Afaqs!