Kissht names Sachin Tendulkar brand ambassador for three year campaign

MUMBAI: When the loan gets approved, even Sachin Tendulkar gets the hiccups. Kissht has brought the cricket legend on board as its brand ambassador for a three-year term, using a dose of humour to promote the digital lender’s promise of quick and hassle-free loan approvals.

The campaign, titled “Loans Without Any Hiccups”, will roll out through a series of films across digital platforms, including Instagram and YouTube. The central gag has Tendulkar developing hiccups every time a loan is approved through the Kissht app, turning the familiar superstition around hiccups into a recurring reminder of the company’s lending proposition.

The campaign is designed to communicate Kissht’s focus on speed, simplicity and zero paperwork, while using Tendulkar’s presence to broaden brand recall among consumers as the company expands its digital lending footprint across India.

“When Kissht approves loans within 5 minutes, of course everyone’s going to thank Sachin,” said Shwetha Iyer, SVP of Marketing, Kissht. She said the films use humour to demonstrate the company’s proposition “at a scale that even our own brand ambassador can’t quite keep up with”.

Kissht, an RBI-registered NBFC, provides fully digital lending services to individuals and businesses across India. Its portfolio includes personal loans, business loans and digital property loans, with the company stating that customers can access loans through its app with zero paperwork and approvals in as little as five minutes.

The Tendulkar association comes as Kissht enters a new phase following its IPO and listing in May 2026. The company said the milestone has reinforced its focus on transparency, governance and long-term value creation for customers and stakeholders.

With the campaign, Kissht is betting that a familiar face, a familiar sporting superstition and a five-minute promise can make digital lending a little easier to remember.