Salman Khan’s recent commercials for SuperMoney’s UPI service have gone viral. Many viewers find them more entertaining than his recent big-screen outings. While the campaign’s simplicity is earning applause, the ‘less is more’ approach isn’t a cut-and-paste formula that other brands can easily replicate.
It still requires wit and a strong creative hook. Remember the Lemonn stock trading app’s use of the ‘Raj and Simran’ reference from Dilwale Dulhania Le Jayenge? The investment app racked up millions of downloads while claiming it spent ‘zero cost’ on the ad.
For SuperMoney, this approach works largely because it has Salman Khan’s star power behind it.
Instead of elaborate storytelling or high-concept execution, the ads capture Khan’s personality. In one commercial, he mispronounces “SuperMoney” as “Superman,” delivers his lines in a relaxed tone, and exits on his bike without correcting the take. There is no attempt to correct the slip or dramatise the moment.
In another, he forgets his lines, reads them from the script, and walks away. Framed as behind-the-scenes gaffes, they work because of Khan’s nonchalant public image.
The third ad follows the same approach. Salman delivers a straightforward pitch about using SuperMoney UPI for everyday purchases. The line itself is casual, referring to shopping items as “bakwas” (rubbish).
After finishing, he casually checks with the director if the take is acceptable and adds, “40 saal se yahi kar raha hoon” (I’ve been doing this for 40 years). The line works because it feels like a natural extension of his personality and career longevity.
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Focus on Khan
Audience reactions underline just how effective this approach has been. Comments praise the ads for their honesty and entertainment value. Many users point out that the campaign uses Salman Khan correctly, tapping into his personality without overcomplicating it. Others go a step further, suggesting that these short commercials are more engaging than recent Bollywood films.
Salman’s persona as ‘Bhai’ is so well-established in the audience’s mind that the campaign doesn’t try to reinvent it. His laid-back attitude, confidence, and even his indifference become more of a meta-commentary on his career and stardom.
Some ads in the campaign introduce his brother, actor Arbaaz Khan, but with a cheeky twist. In one ad, Salman refuses to come to the set, suggesting they film it with Arbaaz instead.
From a “less is more” perspective, these ads work well. First, they strip away excess. There are no grand sets, no heavy background scores, no dramatic arcs. This shifts the focus entirely onto the actor and the clarity of the message. And, it shines through in a crowded media landscape.
Also, traditional advertising aims for a polished approach. These ads do the opposite. They go for the slip-ups, casual delivery, and behind-the-scenes energy, which collectively make the ads comical.
That said, its success here is heavily dependent on Khan. Anyone else might not be able to carry the tone of the ad.
Views are personal.
(Edited by Theres Sudeep)