In an exciting twist for digital finance, super.money, a Flipkart-backed fintech app, has teamed up with social media influencer Ankush Bahuguna and introduced an AI influencer named SUMO in its latest campaign. SUMO, an avatar of a man with the head of a goat, stands as the campaign’s unique face, embodying the average Indian tired of empty marketing promises and meaningless rewards.
Ankush Bahuguna, known for his humor and relatable content, shared the ad campaign on Instagram with a quirky caption that perfectly captures the essence of the campaign: “Spending money never felt better 😂 @real.sumo, keep the crazy rewards & cashbacks coming! PS: Inspired to do a goat make-up tutorial post this. Should I?”
The campaign features SUMO, a character designed to voice the frustrations of everyday individuals who are fed up with unrealistic UPI rewards and difficult-to-redeem incentives. Unlike other digital ads that rely on celebrities, super.money has taken an unconventional route with SUMO, whose dry humor and ‘meh’ reactions to life represent the monotony that people often experience when engaging with financial platforms that don’t deliver real value.
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The ad film, running 75 seconds, introduces SUMO as he navigates a day filled with mundane activities like getting a haircut, drinking chai, and shopping for vegetables. Throughout the film, he repeatedly responds with a disinterested “Meh!” — a clever metaphor for the underwhelming rewards offered by most digital payment apps. His indifference serves to intrigue viewers, gradually building up to the revelation that super.money offers real, tangible cashback on every merchant transaction, putting an end to the uninspiring rewards cycle.
SUMO’s relatable personality, combined with his humorous goat avatar, allows super.money to connect with younger, tech-savvy users who are tired of gimmicks. The message is clear: people want real value, not impractical rewards or scratch cards, and super.money is here to deliver just that.
Prakash Sikaria, Founder & CEO of super.money, emphasized the campaign’s fresh approach: “SUMO represents the frustrations many of us face when dealing with financial platforms that don’t offer meaningful rewards. His wit and humor mirror our belief in cutting through the noise. We wanted to do something different, using AI and influencers like Ankush to create a memorable character that resonates with our audience.”
Shikha Gupta, Creative Director at super.money, added, “We wanted SUMO to break away from the typical polished, celebrity-endorsed ads. He’s relatable and imperfect, which makes him a symbol of what we stand for — a brand that offers real benefits, no fluff.”
The campaign’s quirky concept has been well-received, with Footloose Films Director Indrasish Mukherjee explaining the creative vision behind the film: “The idea was to amplify the everyday frustration people feel with empty rewards. SUMO’s ‘Meh!’ perfectly sums up how we feel when we don’t get something worthwhile for our efforts.”
SUMO has already garnered attention on Instagram, where fans can follow his journey at @real.sumo. His humorous take on the daily grind and financial frustrations is a refreshing break from traditional ads, offering an innovative way for super.money to engage with its audience.
As the campaign rolls out, super.money’s collaboration with Ankush Bahuguna and the introduction of SUMO signal a shift in how fintech brands approach marketing. By leveraging humor, AI, and real-world frustrations, super.money is not only standing out but also delivering on its promise of genuine rewards.
