CRED IPL Campaign
CRED recently released its new ad film featuring Govinda. A lot of buzz has been created mostly positive around these series of ad films where celebrities from the 80’s and 90’s can be seen mocking themselves in their signature styles.
These ads were made to be shown during the Indian Premier League India 2020 of which CRED is the official partner. IPL has a viewership of around 450 million and is the ideal way for brands to make a mark on millions. The content of these ads are pretty simple, yet it ends up getting struck in our mind, which is what it was meant for resulting in 6–7x in terms of daily sign ups. The ad works on multiple levels, the first one delivering its tag line ‘not everyone gets it’ which can be seen as these stars are auditioning with their best known talent and are being rejected, thus conveying the message that the CRED membership is very exclusive. Since a majority of the CRED users are from the age group 20–40 years, the selection of the celebrities has been done accordingly to create a nostalgic vibe. Anil Kapoor, Madhuri Dixit, Bappi Lahiri, Deler Mehndi, Alka Yagnik, Udit Narayan and Govinda represent the 80’s and 90’s star in these ads. One can expect stars from the early 2000’s to feature in the next series of these films.
