Kissht turns Sachin Tendulkar’s hiccups into a loan-approval gag in new campaign
CE DESK 
Digital lender Kissht has launched a new brand campaign titled “Loans Without Any Hiccups” featuring cricket legend Sachin Tendulkar, who has signed on as Kissht’s brand ambassador for a three-year period. The creative uses a light, comic premise: every time a loan is approved on the Kissht app, Sachin gets the hiccups, a playful nod to how quickly and consistently the platform is approving loans across the country.
The films, rolling out primarily on digital platforms including Instagram and YouTube, focus on Kissht’s core promise of speed, simplicity and a paperless application experience. By tying Sachin’s hiccups to each approval, the campaign turns an everyday physical reaction into a metaphor for the frequency of successful transactions, suggesting that the brand is processing loans so fast that even its ambassador can’t keep up without a few involuntary “thank-yous”.
“When Kissht approves loans within 5 minutes, of course everyone’s going to thank Sachin. The films are a fun way to bring alive what makes Kissht different: speed, simplicity, and zero paperwork, at a scale that even our own brand ambassador can’t quite keep up with.”
— Shwetha Iyer, SVP of Marketing, Kissht
The campaign arrives as Kissht, an RBI-registered NBFC, scales its digital lending footprint nationally and looks to build stronger brand recall beyond performance-led communication. By choosing a high-trust figure like Tendulkar and wrapping the product benefit in a simple, repeatable gag, the brand is aiming for top-of-mind association around “fast, hassle-free loans” rather than just low EMIs or interest rates.
The use of Sachin also fits into a wider pattern where brands leverage his credibility to make functional claims feel more reassuring, from kitchen solutions to tyres and used-car platforms. In Kissht’s case, the hiccup device keeps the tone light and shareable, while keeping the product benefit loan approvals within minutes, with minimal documentation front and centre.
