super.money has rolled out a campaign, 'No Drama. Only Cashback', featuring actor Salman Khan. 

Conceptualised by Tilt Brand Solutions, the film is part of a larger campaign series that will roll out through the cricket season, each film continuing to take a jab at familiar ad clichés while reinforcing the brand’s core proposition. The film opens with Khan prepping for shooting the ad and he goes on to ask what needs to be said. Leaning into a straightforward moment, he delivers the standard line and dismisses unnecessary drama just as quickly, by saying “Lo bol diya” - capturing the essence of saying just enough and moving on. 

What we think about it: Built on a simple insight that people today don’t need more over-the-top gimmicks but actually need more value, the film lands the brand's core message effectively. The film stays true to its intent of simplicity. The clarity and brevity help it stand out, making it a straightforward and effective piece of brand communication.

Prakash Sikaria, founder and 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.”

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”.

The film released on 28 March. 

Credits:

Agency: Tilt Brand Solutions

Production house: Early Man Film

Director: Ayappa KM

Producer: Anand Menon

DOP : Sachit Paulose

Production designer : Nimish Kotwal

Editor : Dipika Kalra