Ad Campaigns
super.money introduces AI influencer SUMO in a quirky campaign
Mumbai: A Flipkart backed fintech app – super.money, has introduced its brand influencer, ‘SUMO,’ as part of its latest campaign. SUMO is an AI influencer who is a human in a goat’s avatar. He embodies the everyday Indian who is tired of pointless marketing gimmicks. With his dry sense of humour and relatable persona, SUMO highlights the exaggerated promises that various UPI apps make. The campaign also features a digital video film that takes us through SUMO’s life and his annoyance with pointless rewards.
In a 75-second film, a man dressed as a goat is going about his day and engaging in everyday activities such as getting a haircut, enjoying chai, and buying vegetables. Throughout these scenes, the goat repeatedly expresses a disinterested ‘Meh!’ creating an air of curiosity. As the film progresses, viewers are drawn into the goat’s world, wondering about the source of his indifference. Creating an air of curiosity, the climax reveals that the goat’s persistent ‘meh’ is a reaction to the uninspiring rewards currently offered by UPI apps. The film concludes with the introduction of super.money, the app that guarantees real cashback on every merchant transaction, transforming everyday purchases into rewarding experiences.
The campaign is built on the insight that everyone, regardless of their age or financial status, dislikes receiving subpar rewards, prefers actual money over impractical scratchcards. By illustrating this through the humorous yet quirky ad film, super.money aims to connect with viewers and convey the widespread dissatisfaction with difficult-to-redeem rewards on digital platforms.
“SUMO is the voice of everyone who feels stuck in the daily grind and doesn’t have the luxury of generational wealth to fall back on,” explained super.money founder & CEO Prakash Sikaria. “His dry wit is a reflection of how we, at super.money, believe in a no nonsense approach to everything. We’ve tried to push the envelope leveraging AI, influencers and social media in a way that hasn’t been tried before. As regular media channels become crowded, we believe that great content and social media innovation is the new way to build brands.”
Through his everyday frustrations—whether it is working a corporate job or navigating life as a goat-human hybrid— SUMO sheds light on the absurdity of meaningless things in life. His humorous take on life as a corporate employee resonates with young, tech-savvy users who demand more from their financial apps.
super.money consulting creative director Shikha Gupta added, “super.money believes in going against the tide in every way. That means no useless rewards in the app and no celebs in the film. Instead, we created a character of our own that reflects the realities of modern life. SUMO is relatable, witty, and offers a much-needed break from the glossy, unattainable personas we often see in ads. He’s tired of putting up with empty promises, just like our users, and that’s why he’s the perfect symbol for super.money’s promise of real rewards.”
Footloose Films Director Indrasish Mukherjee said, “The idea behind the film was to capture the frustration we all feel when faced with disappointing rewards. The goat’s ‘Meh’ reactions every time he pays, whether he’s getting a haircut or buying vegetables, humorously exaggerating how unsatisfying these rewards are. We wanted something quirky that people could relate to, but also something that would stand out and stick.”
SUMO can be followed on his humorous journey of navigating life, work, and financial frustrations on Instagram at @real.sumo.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
