Kissht, an RBI registered Non-Banking Financial Company, has signed former cricketer Sachin Tendulkar as its brand ambassador for three years and launched a digital campaign titled Loans Without Any Hiccups. The campaign uses a simple comic idea where Tendulkar gets hiccups every time a loan is approved on the Kissht app. It is built to highlight five minute approvals, simple steps and zero paperwork.
What Is the Loans Without Any Hiccups Campaign?
The Loans Without Any Hiccups campaign is a series of short digital films released in late August 2026. Each film shows Tendulkar getting hiccups at the exact moment a customer somewhere in India gets a loan approved on the Kissht app. The idea plays on a common Indian belief that hiccups mean someone is thinking of you or thanking you.
The message is direct. Kissht says its loans are approved in as little as five minutes through a single app with zero paperwork. The films focus on three promises of speed, simplicity and a fully paperless process. The campaign is running on Instagram, YouTube and other digital platforms as part of a wider push to improve brand recall while the company expands its lending business across India.
What Is Kissht and How Does It Work?
Kissht is a digital lending platform operated by OnEMI Technology Solutions Limited, a Mumbai based company founded in 2016 by Ranvir Singh and Krishnan Vishwanathan. The company is headquartered at Kurla in Mumbai, Maharashtra. Lending on the platform is carried out through its wholly owned subsidiary Si Creva Capital Services, along with co lending partnerships with banks and other financial institutions.
Kissht offers fully digital loans through its mobile app. A user registers with a mobile number, completes digital KYC (Know Your Customer) using PAN and Aadhaar details, chooses a loan amount and tenure, and signs the loan agreement online. The approved amount is then sent directly to the bank account, often within minutes. The company uses data analytics, artificial intelligence and machine learning models for credit checks, loan decisions and collections.
Its main products are instant personal loans, business loans and loans against property. It also operates RING by Kissht, a related app for personal loans and UPI payments.
| Product | Loan Amount | Key Feature |
|---|---|---|
| Personal loan | ₹10,000 to ₹5 lakh | Approval in about five minutes, tenure of 6 to 60 months |
| Loan against property | Up to ₹30 lakh | Secured loan with digital processing |
| RING Power Loan | ₹5,000 to ₹5 lakh | Instant disbursal with UPI payment facility |
Is Kissht RBI Registered and What Is an NBFC?
NBFC stands for Non-Banking Financial Company. It is a company registered under the Companies Act that works mainly in loans, advances and investments. It offers services similar to banks but it does not hold a banking licence. An NBFC cannot offer savings accounts with cheque book and demand deposit facilities like a bank, and deposits in NBFCs do not get deposit insurance cover from DICGC (Deposit Insurance and Credit Guarantee Corporation).
No company can start or run NBFC business without a certificate of registration from the Reserve Bank of India (RBI), the central bank of India headquartered in Mumbai, under Section 45-IA of the RBI Act, 1934. The RBI requires a minimum Net Owned Funds of ₹10 crore for registration. Kissht lends through Si Creva Capital Services, which is an RBI regulated and registered NBFC in the middle layer category. This means it must follow RBI rules on customer onboarding, KYC verification, credit checks, sanction, disbursal and collection.
Kissht states that it follows RBI guidelines on digital lending. Its app uses encryption to protect personal data, collects payments only through the app or website, and contacts customers only through registered landline numbers. The parent company, OnEMI Technology Solutions, completed its Initial Public Offering (IPO) and listed on the BSE and NSE on 8 May 2026 at about ₹190 to ₹191 against an issue price of ₹171. The listing raised about ₹926 crore and increased public focus on its governance and transparency.
Why the Campaign Matters for Digital Lending in India
India has seen fast growth in demand for small and instant personal loans, especially among young and first time borrowers who are new to credit. Many of these users compare interest rates, check eligibility, use EMI calculators and worry about safety, hidden charges and CIBIL score impact. CIBIL score is a three digit number from 300 to 900 that shows a person’s past repayment record and helps lenders decide loan approval and interest rate.
This is where trust matters. By signing Sachin Tendulkar, who received the Bharat Ratna in 2014, India’s highest civilian award, Kissht is using a widely trusted face to make paperless borrowing feel safe and familiar. The campaign does not talk about interest rates or EMIs in detail. It focuses on a single recall point that loans come without delays or hiccups. For the banking sector, it shows how listed NBFCs are now competing with banks and apps like KreditBee and Moneyview through brand building, not only through pricing, as they try to reach credit thin households across India.
Key Takeaways
- Kissht launched the Loans Without Any Hiccups campaign in late August 2026 with Sachin Tendulkar as brand ambassador for three years.
- The campaign promises loan approval in five minutes with zero paperwork on Instagram, YouTube and other digital platforms.
- Kissht is operated by OnEMI Technology Solutions Limited, founded in 2016 and headquartered in Mumbai, lending via Si Creva Capital Services.
- NBFC stands for Non-Banking Financial Company and requires RBI registration under Section 45-IA of the RBI Act, 1934 with minimum Net Owned Funds of ₹10 crore.
- OnEMI Technology Solutions listed on the BSE and NSE on 8 May 2026 at ₹190 to ₹191 against an issue price of ₹171, raising about ₹926 crore.
