The fintech’s new splitStore campaign turns Shroff’s trademark athletic splits into a joke about splitting eligible purchases into three interest- and fee-free instalments.
Super.money is leaning into festive-season shopping with a campaign built around a simple joke: if the app lets users split payments, why not split the person too? The Bengaluru-based fintech’s new splitStore promotion stars Tiger Shroff, whose trademark athletic splits are turned into the punchline for a product that lets customers spread eligible purchases over three instalments with no interest and no fees. According to the company, the feature sits inside its UPI app and is designed to make shopping feel easier for younger users who are familiar with digital payment shortcuts.
In the film, Shroff takes the word “split” literally, stretching himself across a sauna, a living room, a football pitch and a gym before a friend corrects him: the payment was meant to be split, not his body. The campaign then lands on the core offer: shop on splitStore and pay in three parts. That approach mirrors the brand’s earlier humour-led work, including an IPL campaign fronted by Salman Khan that pushed the message “No Drama. Only Cashback.”
Prakash Sikaria, founder and chief executive of super.money, said the aim was to make a straightforward benefit memorable. Tanima Kohli of Talented, the creative agency behind the campaign, said the idea grew from a joke in the room into a repeatable creative device spanning film, print, social media and meme-led extensions. The company is positioning the work as more than an attention grab, presenting Pay in 3 as a practical way to make purchases more flexible without adding visible complexity to the shopping experience.
The product itself has a broader backdrop. Super.money, backed by the Flipkart Group, describes itself as a youth-focused UPI and credit-led platform offering payments, cashback and access to credit products. Its official product information says splitStore combines commerce with UPI and credit, while support materials note that the instalment option is available only to eligible users and is being rolled out gradually. That means the festive campaign is not just selling a joke; it is also introducing a commerce feature that the company hopes will become part of how Indians shop inside a payments app.
Disclaimer: This article is intended to inform and educate, not to recommend or endorse any financial product, investment or strategy. Please consider your own financial circumstances and seek professional advice where appropriate before making financial decisions.
