KYOORIUS ADVERTISING AWARDS - Film (TV & Cinema > Campaign)

Not Everyone Gets It - Cred - Cred PNG
Not Everyone Gets It - Cred - Cred MP4 40s
Not Everyone Gets It - Cred - Cred MP4 27s
Not Everyone Gets It - Cred - Cred MP4 45s
Not Everyone Gets It - Cred - Cred MP4 43s
Not Everyone Gets It - Cred - Cred MP4 33s

Not Everyone Gets It - Cred
Client: Cred
Entrant: MSL India

Share:
Not Everyone Gets It - Cred - Cred

Blue Elephant

Entry Title: Not Everyone Gets It
Brand: Cred
Client: Cred
Title: CRED - Not Everyone Gets It _ Daler Mehendi
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 Kapoor's Film's Lyrics:

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 Lahiri's Film’s Lyrics:

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. Udit/Alka' sFilm’s Lyrics:

Take your credit card
Pay your bills on CRED
Get some cashback
Just to clear your debt
If you haven't yet
Download CRED Download CRED
On your phone, no sweat
Download CRED Download CRED
Phenomenal!
That’s what Alka said,
Download CRED Download CRED
Shakespeare said in Hamlet
Download CRED download CRED

Executive 1: What’s plan B?

Alka Yagnik: Next time we’ll try rap.

Udit Narayan: Okay.

4. Daler Mehndi's Film’s Lyrics:

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!

5. Govinda's Film’s Lyrics:

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?
Company Credits: MSL India
Company Credits: Early Man Film Pvt. Ltd. - Production Company
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