Kyoorius Advertising Awards
Film Craft
Direction - Campaign
KYOORIUS ADVERTISING AWARDS - Film Craft (Direction - Campaign)
JPG
MP4
27s
MP4
45s
MP4
43s
MP4
40s
Not Everyone Gets It
Brand: Cred
Client: Cred
Blue Elephant
| Entry Title: | Not Everyone Gets It |
|---|---|
| Brand: | Cred |
| Client: | Cred |
| Title: | CRED - 'Anil' |
| Title: | CRED - 'Bappi' |
| Title: | CRED - 'Govinda' |
| Title: | CRED-'Daler' |
| Description: | The creative strategy behind the campaign was to use surprise to hook in viewers, leading the audience into expecting an old story and then shocking them with a new twist.The old story was this: Bollywood singers and actors are promoting CRED in the familiar style: with dance, music, and drama. The twist was: CRED team reject the over-the-top sales pitch, and go with a simple voice over instead. The creative execution involved a vivid use of theatrics, and its rejection in favour of a simpler approach - perfectly reflecting the spirit of the creative strategy. Cultural context behind the work: The creative idea was based on the following facts about the brand’s Target Group: Most of them grew up in the 1990s and were influenced by Bollywood icons from the era. Most of them liked to watch cricket. This led to the decision to use IPL as the launching pad and feature iconic celebs from the 1990s, to create a campaign that took CRED’s cult personality and gave it a much more mainstream appeal, without diluting the brand’s wholly original irreverent tone. |
| English Translation: | 1. 'Anil' Film: Aree hey, ho! Credit card bill is here Need OTP to clear Download CRED and you'll be What a Payer!! CRED download CRED download Executive 1: Guys do we really need to do this? Executive 2: Let’s just do a simple voice over like Download CRED. Anil Kapoor: I am too big for these guys anyway! 2. 'Bappi' Film Baby you are my CVV, I am your OTP When we come together, love payment is easy Download CRED baby, download CRED. Credit limit may go down, when we fool around We will never default, on our love story Download CRED baby, download CRED. Executive 1: Seriously? Executive 2: Let’s do a simple voice over like Download CRED. Our love has no expiry date, no late payment fine I am your only cashback, and baby you are mine Download CRED baby, download CRED. Download CRED baby. 3. 'Govinda' Film Paying credit card bills is now a lot of fun just download CRED and get surprise No.1 So pay your bills on CRED and Cashback coming, coming, coming Cashback coming, coming, coming Cashback So pay your bills on CRED and Cashback coming, coming, coming… Cashback coming, coming, coming… Cashback Executive 2: Let’s just do a simple voice over like Download CRED. Comeback Shot: Govinda: Find out who is this voiceover guy? 4. 'Daler' Film Credit card is your soulmate You gave cashback on all bills paid Now I don't forget my due date Thank you CRED... Thank you CRED for my king bed Thank you CRED Thank you CRED flew me to Phuket Thank you CRED Thank you CRED Executive 1: You still want to stick to a voice-over right. Executive 2: Of course! CRED Background: Next! |
| Company Credits: | Early Man Film Pvt Ltd |
| Company Credits: | Publicis Consultants Asia - PR Company |
| Company Credits: | CRED - Client |
| Individual Credits: | Ayappa KM - Director |
| Individual Credits: | Anand Menon - Executive Producer |
| Individual Credits: | Milin Shah - Producer |
| Individual Credits: | Tanmay Bhat - Concept, Creative Director |
| Individual Credits: | Devaiah Bopanna - Writer |
| Individual Credits: | Puneet Chaddha - Writer |
| Individual Credits: | Nupur Pai - Writer |
| Individual Credits: | Karan Malhotra - Music Composer |
| Individual Credits: | Neelaksh Mathur - Concept |
| Individual Credits: | Mitesh Mirchandani - D.O.P |
| Individual Credits: | Kavin Jagtiani - D.O.P |
| Individual Credits: | Paul Francis - Production Designer |
