KYOORIUS ADVERTISING AWARDS - Film Craft (Direction - Campaign)

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Not Everyone Gets It - Cred
Client: Cred
Entrant: Early Man Film Pvt Ltd

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Not Everyone Gets It - Cred - Cred

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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