{"id":9104,"date":"2022-04-18T16:21:38","date_gmt":"2022-04-18T16:21:38","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9104"},"modified":"2022-04-18T16:21:38","modified_gmt":"2022-04-18T16:21:38","slug":"creds-campaigns-decoding-the-method-behind-the-madness","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/creds-campaigns-decoding-the-method-behind-the-madness\/","title":{"rendered":"CRED&#8217;s ads campaigns &#8211; decoding the method behind the madness"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9104\" class=\"elementor elementor-9104\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">IPL has once again cast its spell on the country.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Colleagues have started mingling once again. Pubs and lounges have re-started witnessing festive cheers with each boundary and wicket. \u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Life finally (and hopefully) seems to be limping back to normalcy.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Brand teams and marketing enthusiasts, however, look forward to IPL for a different reason altogether. IPL is India\u2019s very own Superbowl- and serves as a debut platform for some of the most remarkable pieces of brand advertising, which at times become almost as noticeable and talked about as the matches themselves.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In this context, a brand whose campaigns have grabbed numerous eyeballs and triggered massive conversations since IPL 2020 is CRED. It\u2019s a brand whose advertising truly lives up to the adage of \u2018love it or hate it, but you cannot ignore it.\u2019<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">So, in this edition of FreeFlowing we will talk about CRED&#8217;s ad campaigns and the method behind its apparent madness.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8445800 elementor-widget elementor-widget-text-editor\" data-id=\"8445800\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>First, a bit of personal story and a realization<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">As typical Bangaloreans clued into the startup world, we have been part of the early adopters of CRED. Given the apparent aura of exclusivity (remember, you need to have a credit card to be able to use CRED and penetration of credit cards in India is under 5%), CRED came across as a brand for the urban elite.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Hence, the IPL 2020 CRED campaign came as a surprise (and shock, if we may add), as it appeared to completely turn the marketing playbook on its head. In fact, one of us even expressed our displeasure publicly:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e022c77 elementor-widget elementor-widget-image\" data-id=\"e022c77\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"365\" height=\"551\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-2.png\" class=\"attachment-full size-full wp-image-9109\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-2.png 365w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-2-199x300.png 199w\" sizes=\"(max-width: 365px) 100vw, 365px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a83f3e elementor-widget elementor-widget-text-editor\" data-id=\"9a83f3e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">After all, how can a brand that appeals to suave sensibilities and plays in a category that thrives on cues of prestige and aspiration launch such a flippant campaign and that too on a platform like IPL? Where is the insight? What is the strategy? Isn\u2019t it a waste of precious marketing dollars?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Our questions were answered very soon and through our own consumer work.\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Post-IPL, as we talked to consumers of brands in categories ranging from tea and skincare to crypto exchanges and fashion jewellery, we were pleasantly surprised to learn that many of them discovered these brands on CRED. In fact, CRED seemed to be becoming a great platform for sampling many new-age D2C brands. And these consumers were fairly diverse- across genders and town classes.<\/span><\/p><p><span style=\"font-weight: 400;\">We realized that CRED&#8217;s awareness and usage were no longer limited to an urban niche. In a nutshell, something about its marketing seemed to be working.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">This naturally got us curious- what\u2019s working with CRED marketing and what can we learn from it?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Putting it in perspective- CRED\u2019s journey from conventional mistakes to unconventional marketing\u00a0<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED did not start off its marketing efforts with a bang. Its first print ad in Jan 2019 was criticized for being illegible, prompting CRED\u2019s founder Kunal Shah to admit the mistake and promise to do better.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10233f6 elementor-widget elementor-widget-image\" data-id=\"10233f6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"407\" height=\"545\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-3.png\" class=\"attachment-full size-full wp-image-9110\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-3.png 407w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-3-224x300.png 224w\" sizes=\"(max-width: 407px) 100vw, 407px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa501ec elementor-widget elementor-widget-text-editor\" data-id=\"aa501ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">CRED\u2019s next major attempt came nine months later, with an explainer video starring Jim Sarbh. It was just another well produced explainer video, and received a lukewarm response.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-029cd42 elementor-widget elementor-widget-image\" data-id=\"029cd42\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"577\" height=\"336\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-4.png\" class=\"attachment-full size-full wp-image-9111\" alt=\"cred ad campaign\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-4.png 577w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-4-300x175.png 300w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Cred ad campaign<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41f5ea3 elementor-widget elementor-widget-text-editor\" data-id=\"41f5ea3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">At this stage in their marketing journey, CRED decided to kick things up into high gear. Kunal Shah, who had gone on record saying that marketing was not needed if the product was good enough, decided to change tracks.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED invested roughly Rs. 120 Cr for a three-year affiliation with IPL, and decided to go all-in on advertising. CRED launched its campaign with a series of TV ads in IPL 2020 featuring yesteryear Bollywood stars and singers, including Anil Kapoor, Madhuri Dixit and Bappi Lahiri with a campaign cheekily titled: <\/span><b><i>\u201cNot Everyone Gets It.\u201d\u00a0<\/i><\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e296d87 elementor-widget elementor-widget-image\" data-id=\"e296d87\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"578\" height=\"297\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-5.png\" class=\"attachment-full size-full wp-image-9112\" alt=\"cred ads\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-5.png 578w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-5-300x154.png 300w\" sizes=\"(max-width: 578px) 100vw, 578px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0810796 elementor-widget elementor-widget-text-editor\" data-id=\"0810796\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Contrary to the campaign title, going by social media chatter, many consumers seemed to have got it\u2026<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4fd674 elementor-widget elementor-widget-image\" data-id=\"e4fd674\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"584\" height=\"312\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-6.png\" class=\"attachment-full size-full wp-image-9113\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-6.png 584w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-6-300x160.png 300w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fbff05 elementor-widget elementor-widget-text-editor\" data-id=\"6fbff05\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">CRED followed it up next year (IPL 2021) with another series of ads, this time featuring stars like Rahul Dravid, Jackie Shroff and sportspersons like Kapil Dev, Javagal Srinath and Venkatesh Prasad.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">The\u00a0<\/span><b><i>\u201cGreat for the Good\u201d<\/i><\/b><span style=\"font-weight: 400;\">\u00a0campaign became one of the most talked-about ads during the 2021 IPL:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d034ea2 elementor-widget elementor-widget-image\" data-id=\"d034ea2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"582\" height=\"321\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-7.png\" class=\"attachment-full size-full wp-image-9114\" alt=\"cred ipl campaign\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-7.png 582w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-7-300x165.png 300w\" sizes=\"(max-width: 582px) 100vw, 582px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">cred ipl campaign<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3236bc3 elementor-widget elementor-widget-image\" data-id=\"3236bc3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"584\" height=\"353\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-8.png\" class=\"attachment-full size-full wp-image-9115\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-8.png 584w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-8-300x181.png 300w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0acffc4 elementor-widget elementor-widget-text-editor\" data-id=\"0acffc4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A common thread anchoring all these campaigns is that they sought to break the clutter and invoke nostalgia by featuring yesteryear stars doing activities completely opposite to their public persona. The only exception to this was an ad they aired with Neeraj Chopra \u2013 a concession to topical relevance since he had just won the Olympic Gold Medal.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In the current IPL season, CRED is back with more ads centred around invoking nostalgia. This time they are parodying old advertising gems that many of us have grown up with (like Nirma ad and Antakshari), under its\u00a0<\/span><b><i>\u201cPlay it Different&#8221;<\/i><\/b><span style=\"font-weight: 400;\">\u00a0campaign.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ab31ec elementor-widget elementor-widget-image\" data-id=\"2ab31ec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"615\" height=\"338\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-9.png\" class=\"attachment-full size-full wp-image-9116\" alt=\"cred advertisement\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-9.png 615w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-9-300x165.png 300w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c5da8b elementor-widget elementor-widget-text-editor\" data-id=\"4c5da8b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">And the consumer adulation continues to pour in\u2026<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cca5a8e elementor-widget elementor-widget-image\" data-id=\"cca5a8e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"583\" height=\"369\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-10.png\" class=\"attachment-full size-full wp-image-9120\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-10.png 583w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-10-300x190.png 300w\" sizes=\"(max-width: 583px) 100vw, 583px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-028e53c elementor-widget elementor-widget-text-editor\" data-id=\"028e53c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In summary, with these 3 successive IPL campaigns, CRED has scored a hattrick of launching viral campaigns.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Unconventional methods, but seemingly conventional success<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED\u2019s marketing seems to have delivered much more beyond just warm social media adulation.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Seemingly a large percentage of the relevant target audience noticed, downloaded and installed the app, as per this tweet from Shailendra Singh of Sequoia:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13f0bc8 elementor-widget elementor-widget-image\" data-id=\"13f0bc8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"433\" height=\"197\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-11.png\" class=\"attachment-full size-full wp-image-9122\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-11.png 433w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-11-300x136.png 300w\" sizes=\"(max-width: 433px) 100vw, 433px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52e0d0c elementor-widget elementor-widget-text-editor\" data-id=\"52e0d0c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Further, per CRED\u2019s claims, over 20% of India\u2019s credit card bills are paid via CRED.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>So, is there a method to the madness?<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED\u2019s marketing may be unconventional, but there is no denying the fact that so far it has worked for them.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">We summarize some interesting learning and takeaways from CRED\u2019s marketing playbook:<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Identifying the Category Challenge to set Communication Imperative:\u00a0<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">As a business, CRED faced 2 key challenges.<\/span><\/p><p><span style=\"font-weight: 400;\">First, no doubt CRED makes timely credit card bill payment simple, seamless and rewarding, but the virtues of this service are best realized through actual experience. To achieve this, it\u2019s imperative that consumers download and use the CRED app.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">An educative\/serious communication that extols the virtues of making timely credit card bill payments can feel preachy. Further, most players in the financial category rely on \u201csafe and serious\u201d communication, often resulting in undifferentiated campaigns that look and sound the same.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">As a new-age brand that\u2019s out there to disrupt the established behaviour, CRED\u2019s communication had to reflect the youthful irreverent tonality of a young upstart that wants to challenge the status quo.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Second, as a business, CRED\u2019s real moat is data. Specifically, the tons of personal financial data it can collect from its consumers. This data will allow it to customize solutions, cross-sell, upsell, and even run its e-commerce platform (CRED Store). But to get this data, it needs lots of consumers to download, install and engage with its app. And in a world where app weariness is becoming a reality, it\u2019s not easy to convince consumers to install yet another app.<\/span><\/p><p><span style=\"font-weight: 400;\">This is where the curious case of CRED&#8217;s ad campaigns becomes clearer. If CRED needs more data and downloads, it needs more awareness.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Hence, the brand communication imperative to create campaigns that not only create high brand awareness but also generate strong word-of-mouth and intrigue that in turn leads to higher app downloads and exploration.<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Playing it like a Content Company:<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Setting the communication imperative is one thing. Executing it well, on the other hand, is a different ball game altogether.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">What CRED did very well is that they quickly realized that merely coming on the IPL platform and spending millions of dollars wasn\u2019t going to give them results. In fact, brute-force marketing today will be greeted with consumer revulsion. Consumers today expect engagement, not interruption. They always have the power to skip the ads if they want to.<\/span><\/p><p><span style=\"font-weight: 400;\">In the world of new age brand building, share-worthiness is critical. Brand content today is competing with content from a whole host of sources (including user generated content), and hence the bar for what consumers consider shareworthy has been raised considerably.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">With its IPL campaigns CRED isn\u2019t playing an advertising game anymore.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Instead of behaving like a brand advertiser, CRED played the game like a content company. It did this by creating intriguing, entertaining, and shareworthy content where the brand is seamlessly baked in.<\/span><\/p><p><b><i>When seen from this lens, what appeared to be unconventional before suddenly starts to look obvious. CRED is in fact not advertising. It is creating shareworthy content that delivers on its core communication imperative.\u00a0\u00a0<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Pitching it to the right TG:<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">As per CRIF Bureau data, the largest share of credit card holders falls in the age group of 36-50 years (37.1%). This is followed closely by the age group of 26-35 (35.8%). These are also the consumers most likely to have high disposable income and regular credit card usage.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Incidentally, these are also the consumers who grew up in the 90s, and have fond memories of Anil Kapoor, Javagal Srinath, and the Nirma ad. CRED ads played up the nostalgia factor very strongly to relate to these consumers. Further, icons like Rahul Dravid have appeal spanning across generations and continue to play a pivotal role in their respective fields.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Interestingly, even younger audiences, who do not belong to this era, resonate with the sheer entertainment quotient that CRED\u2019s content brings to the table.<\/span><\/p><p><b><i>Seeding conversations to take charge of the narrative:<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Conventional marketing stops at producing and airing a TVC, and the \u201c360 degree\u201d amplification is often limited to slapping screengrabs of TVC in static ads, banners, app screens and even print &amp; outdoor hoardings. However, content companies have a different thought process.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED didn\u2019t just stop at creating highly shareworthy content and letting consumers take the charge of amplifying them. Rather, it treated every piece of its content as a \u201cproperty\u201d with a solid amplification plan around it.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It brought in a galaxy of high-profile influencers with solid social media reach to generate instant chatter and human conversations (<\/span><b><i>note: not brand conversations<\/i><\/b><span style=\"font-weight: 400;\">) around each content piece, thereby enhancing its reach multifold.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56cbb0b elementor-widget elementor-widget-image\" data-id=\"56cbb0b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"629\" height=\"547\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-12.png\" class=\"attachment-full size-full wp-image-9123\" alt=\"cred marketing\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-12.png 629w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-12-300x261.png 300w\" sizes=\"(max-width: 629px) 100vw, 629px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bf6fec elementor-widget elementor-widget-text-editor\" data-id=\"8bf6fec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In addition, influencer spiel seeded favourable talking points for its content which eventually started reflecting in the consumer narrative around its ads.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>Avoiding the curse of campaign fatigue:<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Perhaps most importantly, CRED has adhered to at least one established conventional marketing principle- that of keeping the idea \u2018freshly consistent\u2019.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It is easy for marketers to fall prey to what we call the \u2018curse of campaign fatigue\u2019- where they feel the need to change the campaign idea routinely to \u201ckeep it fresh,\u201d simply because they (mind you, not their consumers) start finding it monotonous.<\/span><\/p><p><span style=\"font-weight: 400;\">However, while marketers may be too close to their campaigns and thus the novelty may wear off for them, consumers don\u2019t really spend hours thinking about an advertisement. They want to be entertained, and if a formula is working consistently, all marketers need to do is to retain the creative construct and introduce fresh takes on it with every successive campaign.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED has adhered well to this time-tested principle, with each of its campaigns adding a new dimension while keeping the broader creative arc consistent (a fun tribute to 90s nostalgia).<\/span><\/p><p><b><i>To sum it up\u2026<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">CRED\u2019s ad campaign is yet another reminder that the traditional brand building playbook is being rewritten and in the new-age marketing playbook, there are no fixed rules.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">When it comes to advertising and communication, playing safe is no longer an option. Consumers being indifferent to your ads is the worst possible outcome for a communication.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Finally, it is important for every brand marketer to stay curious and open to new things. When we see brand communication that challenges our beliefs, a deeper analysis instead of blind criticism can yield valuable lessons that help us become better at our jobs.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">What do you think of CRED\u2019s communication? Which other brands do you think have broken the unsaid norms in their respective category?\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Let\u2019s keep the discussion flowing at: freeflowing@winnerbrands.in. We read all your emails.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>IPL has once again cast its spell on the country.\u00a0\u00a0Colleagues have started mingling once again. Pubs and lounges have re-started witnessing festive cheers with each boundary and wicket. \u00a0\u00a0Life finally (and hopefully) seems to be limping back to normalcy.\u00a0\u00a0Brand teams and marketing enthusiasts, however, look forward to IPL for a different reason altogether. IPL is [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CRED&#039;s ads campaigns - decoding the method behind the madness - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Want to know what are key method behind CRED\u2019s madness. So, in this edition of FreeFlowing we will talk about cred ads, Marketing, advertising and the method behind its apparent madness.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-opinions\/creds-campaigns-decoding-the-method-behind-the-madness\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CRED&#039;s ads campaigns - decoding the method behind the madness - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Want to know what are key method behind CRED\u2019s madness. 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