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1. The tagline and the ad was referring to the
point that CRED is a members only platform
for credit card holders with a benchmark cibil
score of 750.
Not Everyone Gets It
As the app is relatively newer concept,
usually brands focus on awareness but
founder Kunal Shah tried to engage
audience differently by confusing them.
Risk taker Kunal Shah
Download CRED
During IPL 2020 CRED made its debut on TV ads where host
of 90s era Bollywood celebs were trying to leave you hanging
on a jingle with a tiny hint at the end of the ad what cred is.
Not everyone gets it!
Ad took center stage across all social medias
during IPL as it was very repetitive. The
nostalgia for millennials and cringy dramatic
ad for gen Z made its way to memes.
Why it was viral?
This campaign is unapologetically meta. If
you watch the commercials once, you won’t
get it. But watch it repeatedly, and at least it
creates enough curiosity to seek out more.
Curiosity killed the Cat
CRED hasn’t advertised on TV before. Its
print ads are forgettable to say the least.
There’s no path dependence in sponsoring
an event like this. The total addressable
market is capped (credit card holders, ~50
million in India) but IPL is a haven for
reaching the masses.
Totally targeted

2. Compared to other startups CRED
took a different take while
advertising. Their target market of
credit card users (50 million in India)
which itself is clumsy. Instead of
awareness they tried to leave
audience curious and this
effectively scaled their audience
even more.
How audience were left curious. Campaign was continued in print media
The out of the box theme was spiced up
with 90s stars auditioning for an ad but
the direction team disqualified them and
chose a simple voice over instead of over
dramatic dance of Madhuri and Govinda,
ironic sad song by Daler Mehndi, Baphi
Lehri’s hip hop and Anil Kapoors jhakaas
performance. This could also double up
for tagline Not Everyone Gets It
Ad legend Ken Segall remarked on
campaigns one can expect:
In general, ad campaigns fall into one of three
categories. (1) Terrific, which is rare. (2)
Forgettable, which is common. (3) Shockingly
bad, which is also hard to achieve.
Cred’s ads achieved terrific status due to
their out of the box brevity and repetitive
ads during the League.
 Simple Portfolio Presentation
 Presentation
 Portfolio Presentation
 Simple Portfolio
 Portfolio
 Presentation
 Portfolio
The campaign did not end with IPL but
continued where in a newspaper QR code was
published to download the app but the ad
says it was not auditioned.
Ad was criticized for its meta part where
it was forcefully pushed everywhere.

3. METRICS
Was it successful?
CRED sponsored IPL for 120 crore.
Its ads were seen 31 million times
across 8 weeks
Website saw 100 million visitors
CRED app downloads were shot
up by 8 times
CRED was on top trending on
Twitter for more than 7 counts
It saw 4x growth on google trends.

4. Condom with holes – Just how Republicans wear mask
Umbrella with mesh – Get wet
BRANDING TAGLINE / SLOGAN