super.money, a fintech app backed by Flipkart, introduced its brand influencer – SUMO, as a part of its latest campaign. From what is understood, 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 company states. Reportedly, the campaign features a digital video film that takes us through SUMO’s life and his annoyance with pointless rewards.
“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. His dry wit reflects how we, at super .money, believe in a no-nonsense approach to everything. We’ve tried to push the envelope by 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,” Prakash Sikaria, founder and CEO, super.money, said.
In the 75-second film, a man dressed as a goat goes about daily activities like getting a haircut and buying vegetables, repeatedly responding with a disinterested “Meh!” In the end, it is revealed that the goat’s apathy is due to uninspiring rewards from UPI apps. The film ends by introducing super .money, an app offering guaranteed cashback on every transaction, turning everyday purchases into rewarding experiences.
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.” Indrasish Mukherjee, director, Footloose Films, added.