As IPL 2025 captivates cricket fans across India, EbixCash and its travel arm via.com have launched a compelling new campaign titled ‘Miss Mat Kar, Ebix Kar’, strategically designed to integrate travel and financial service offerings with the ongoing excitement of the T20 season. Conceptualised and executed by creative agency Tonic Worldwide, the campaign underscores the importance of making timely, informed decisions—particularly in high-pressure scenarios that mirror the unpredictability of everyday life.
EbixCash & via.com X IPL 2025
A Campaign Built on the Pulse of FOMO and Real-Time Decision Making
Leveraging insights into modern consumer behaviour—specifically the pervasive Fear of Missing Out (FOMO)—the campaign delivers a clear message: don’t let better deals, faster services, or transparent financial solutions pass you by. The campaign features a series of short-form, 15-second films that illustrate common, relatable challenges faced by consumers. These include scenarios such as last-minute travel bookings or navigating hidden forex charges while paying international tuition fees.
By tapping into such universal pain points, the campaign positions EbixCash and via.com as trustworthy enablers of convenience and cost-efficiency in both the travel and payments sectors.
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Strategic Brand Positioning Through IPL 2025 Integration
The campaign’s rollout includes collaborations with two IPL franchise teams—Bangalore and Delhi—thereby leveraging the mass appeal and aspirational value of cricket. With team players as campaign ambassadors, the message gains added credibility and visibility. This alignment with sports influencers allows the campaign to resonate deeply with a demographic that is both digitally savvy and increasingly value-conscious.
Ashish Jaitly, Executive Director and CEO of Global Technology Business at Ebix, emphasised that the campaign successfully captures the essence of real-time decision-making in both travel and finance. He noted that the early response across Connected TV (CTV), linear TV, and social media platforms indicates strong momentum.
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Content Meets Context: The Creative Perspective
Josna Joseph, Senior Creative Director at Tonic Worldwide, explained that the campaign intentionally blurs the lines between functional messaging and behavioral insight. By capitalising on social media trends and the emotional triggers of FOMO, the creative team developed content that is not only informative but also highly shareable and engaging. The use of bite-sized, mobile-optimised video content ensures that the messaging fits seamlessly into digital consumption habits.
Conclusion: Campaign Synergy That Converts FOMO into Functional Value
‘Miss Mat Kar, Ebix Kar’ is a well-timed, insight-driven campaign that not only aligns with the national fervour surrounding IPL 2025 but also effectively translates everyday challenges into tangible solutions through the lens of smart decision-making. Through compelling storytelling, sports integration, and digital-first execution, EbixCash and via.com have positioned themselves as timely, relevant, and indispensable brands in the financial and travel ecosystems.
