Kissht Gives Sachin Tendulkar The Hiccups Every Time A Loan Clears
Kissht has signed Sachin Tendulkar as brand ambassador for three years and launched a campaign called ‘Loans Without Any Hiccups’, built on the idea that every approval on the app gives him the hiccups.
- Brand: Kissht, the digital lending platform
- Ambassador: Sachin Tendulkar, signed for three years
- Campaign: ‘Loans Without Any Hiccups’, a series of digital films
- Claim in the films: approval in five minutes, no paperwork
- Marketing lead: Shwetha Iyer, senior vice president of marketing
How The Kissht Gag Carries The Claim
The premise runs on an old superstition, that hiccups mean somebody somewhere is thinking of you or talking about you. Every time a loan clears, someone is thanking Tendulkar, and he hiccups.
It is a neat piece of construction because the joke only lands if the volume is high and the approval is fast. Shwetha Iyer put it as everyone thanking him when loans are approved within five minutes, at a scale even the brand ambassador cannot keep up with. The gag is doing the work a claim slide usually does.
Why Lending Advertising Reaches For Comedy
Digital lending in India advertises into real suspicion. Borrowers have been burned by opaque terms, aggressive recovery and app stores full of near-identical products.
Comedy is one of the few registers that gets past that, because it does not ask to be believed the way an earnest promise does. The risk is the mirror image: a light film about how easily credit is approved is advertising the frictionlessness of borrowing, which is the part of this category regulators watch most closely.
What A Three-Year Signing Says
The term is unusual enough to be worth noting. Most ambassador deals in Indian fintech run a year, often less.
Three years suggests Kissht is buying association rather than a burst, and Tendulkar is the specific kind of asset that rewards it: an endorser whose value is trust accumulated over decades rather than current fame. For a lender, borrowed trust is the entire point of the signing. The films will run across Instagram, YouTube and other digital platforms.
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