As the 2021 Indian Premier League got underway on 9 April, BCCI partner Cred launched its latest activation called ‘Great For The Good’ with creative fronted by Indian cricket icon Rahul Dravid and actor Jim Sarbh.
The comic launch spot from the credit bill paying platform starts with stylish star of stage and screen Sarbh discussing Cred’s benefits.
“When you pay your Credit Cards bills on Cred, you earn Cred coins. Use them to claim cashback and rewards,” Sarbh explains before claiming that not using the app is as ridiculous as claiming that Dravid has anger issues, before cutting to a scene in which the famously patient, peaceful and calm Dravid explodes in various forms of road rage including yelling at other drivers and smashing wing mirrors with a cricket bat.
The spot was amplified by the stars and its influencer/ambassador strand also saw reposted by Indian cricket skipper and cred ambassador Virat Kohli on his Twitter feed.
Never seen this side of Rahul bhai pic.twitter.com/4W93p0Gk7m
— Virat Kohli (@imVkohli) April 9, 2021
This commercial, which spans national television and global digital and social platforms, is the first of six equally comic Cred films activating this year’s tournament which all seek to educate viewers about the importance of financial literacy.
The second spot in the series also stars Sarbh with fellow actor Jackie Shroff.
Cred CEO Kunal Shah commented: “We are happy to continue our association with the IPL for the second year in a row. At Cred, we believe in rewarding good financial behaviour. With this campaign, we want to instill our message of the importance of financial literacy and educating viewers on the rewarding benefits of practising responsible financial behaviour. ”
The campaign was created by DDB Mudra and 22Feet Tribal Worldwide and the work was conceptualised by a creative team which included Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, Nupur Pai and Vishal Dayama.
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As usual with IPL Indian ads, the launch spot generated major engagement statistics including racking up nearly 5m views on the brand’s YouTube channel alone in the first 48 hours since it was posted. While Kohli’s retweet of the spot also generated a further 2.7m views in three days.
Cred, which was founded in 2018, was unveiled by the BCCI as an official IPL partner in August 2020 after penning a three-year partnership which also saw it gain rights to the tournament’s ‘player of the match award’.
This year’s activation follows on from last year’s Bollywood influenced ‘Not Everyone Gets It’ fake audition focused IPL campaign which was arguably the most talked about IPL marketing campaign of 2020.
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