Singapore – APAC rewards and discovery platform ShopBack has announced its newest brand ambassador – comedy veteran Kumar.

The partnership between ShopBack and Kumar will be running for a year, beginning with the approaching 11.11 sale event of the platform, whereby Kumar will be playing the lead character in their music video ‘ShopBack, Get Paid to Shop!’

After 11.11, Kumar will continue to front a range of campaigns and marketing initiatives to promote the ShopBack brand and engage with shoppers through the year-end sales season and in the future.

Kumar is a Singaporean Indian comedian, television host, and drag queen, who made his name performing in the now-defunct cabaret nightclub Boom Boom Room during the late 1990s.

In the music video, Kumar switches between various cross-dressing get-ups, from a schoolgirl outfit to an elderly grandmother, and takes center stage dancing and rapping to the ‘ShopBack, Get Paid to Shop’ song.

In the opening of the music video, Kumar boasts that “everyone loves a good lobang but no one knows about lobang better than me” before reminding viewers to use the ShopBack app to Get Paid to Shop. The lyrics of the song encourage consumers to shop smart by getting the best deals and earning cashback on their purchases.

“It is an immense pleasure for us to have Kumar on board. He is a well-loved personality and household name in Singapore, and we are proud to have him represent the ShopBack brand and amplify the message of Smarter shopping and saving money to Singaporeans,” said Imran Mohamad, head of marketing at ShopBack Singapore.

Mohamad said the brand chose Kumar to incorporate the exuberance and comedy he carries to the brand’s marketing assets.

“We hope that Singaporeans watching him in our 11.11 music video will feel as though a trusted friend or family member is reminding them that a dollar saved is a dollar earned, and that they can maximize every cent with ShopBack,” he added.

Kumar expressed his excitement and trust to the brand, saying, “Whether you are buying bubble tea, a walking stick, or groceries, you can earn cashback on all your purchases with ShopBack. You should always remember to check on ShopBack before making a purchase from your favorite brands so you can ensure that you are getting it at the best price on the internet. If any Singaporean is still not getting paid to shop by ShopBack, I don’t know what else to say to them already lah,” said Kumar.

For 11.11, ShopBack has lined up cashback offers of up to 60% from over 600 brands. On 10 November, it will be running a Vouchers Bonanza, offering up vouchers from brands including Amazon, Grab, Fairprice, Qoo10, and Zalora.