2020 was the first year of CREDs IPL partnership and also the first time the brand was going to be visible at a national level to over 400mn+ Indians. There were many first of it's kind features that could be promoted such as CRED protect (detecting hidden charges on your credit card), manage multiple credit cards from one place, win rewards etc but we narrowed down the strategy to establishing CRED as the category leader of 'credit card bill payments' and the core message was 'Download CRED'
Celebrities are often placed at a high pedestal and seen bigger than the brand they promote. CRED flipped the narrative and got yesteryears, oscar winning legendary celebrities such as Anil Kapoor, Madhuri Dixit, Govinda to audition for a CRED ad and rejected them. This caught the attention of the audience in the ocean of ads that were seen during IPL and differentiated it from other fin-tech brands. The tongue & cheek narrative also positioned the brand as an exclusive club for India's the top 1%.
Other ads from the Not Everyone Gets It Series