CashKaro, a cashback and coupons platform, has released a new digital advertisement that critiques coin-based reward models popular among Indian e-commerce platforms. The ad film is the latest in its #CoinsVSCashback campaign and draws inspiration from a controversial moment on a past reality talent show, using parody to question the value of digital coins in user reward systems.
The campaign aims to contrast these gamified coin incentives with direct cashback, which the company frames as a more transparent benefit for users. The ad attempts to highlight the perceived limitations of digital coins, such as usage restrictions, expiration dates, and unclear value, by presenting a hyperbolic talent show scenario filled with absurd rewards.
“CashKaro has always stood for real, tangible savings — not coins that come with fine print, expiry dates, or usage limits. With our digital campaign #CoinsVSCashback, we’re calling out the smoke and mirrors of so-called coin rewards. This Latent-inspired ad film is the latest in a series of bold, creative adaptations reinforcing that real cashback is money that users can bank, spend, and benefit from without limitations,” Swati Bhargava, Co-Founder of CashKaro and EarnKaro, said.
She added that the film builds on the company’s previous Aadat Badlo campaign, which focused on nudging consumers to shift their online shopping habits.
“We wanted to take an instantly recognisable pop-culture flashpoint and use it as a creative lens to cut through the noise. The ‘Latent’ moment was the perfect canvas to deliver a humorous yet hard-hitting truth that ‘cashback shouldn’t be confusing or conditional’, in sync with the broader #CoinsVSCashback campaign narrative. As CashKaro steadily cements its place as the G.O.A.T of real cashback, this ad aims to blend entertainment with clarity while leaving users with a message about what truly sets us apart,” Ishan Agarwal, Director – Brand & Creatives, CashKaro, added.
The film follows earlier content from the campaign, including a Ghibli-style animated video and a satirical series titled The GOAT Talks. All are part of the brand’s ongoing strategy to challenge the prevailing structure of digital rewards in online shopping.