By the 3rd edition of CREDs IPL campaign the brand had acquired significant market share (credit card owners in India) on it's platform and now the goal was to drive engagement. To solve for this, a unique referral product; CRED bounty was launched where existing members could nudge their contacts and send them a referral link to join CRED. In return both won big rewards & cashback. The goal was to get as many CRED members to engage with CRED bounty on the app.
A majority of CRED members are people born in the late 80s / early 90s and the idea was to bring about a feeling of nostalgia. Iconic ads, tv shows, jingles from the 90s were given a modern, humour twist to land the message of play CRED bounty and win rewards & cashback. A unique pre-buzz campaign featuring famous 90s Indian cricketer and commentator Ravi Shashtri was launched on X (Twitter) that made the ad campaign go viral and thereby amplifying the reach and driving user engagement both in-app & on social.
Other ads from the Play It Different Campaign Series