CRED's Unusual Endorsements: How Anti-Hero Celebs Made Finance Cool Again
Finance is not the most thrilling subject. For decades, financial brands adhered to a time-tested formula, clean attire, somber tone, and assurances of a secure future. In a universe where finance advertisements are generally dull, CRED took the risk. Rather than being wise, it turned playful, bizarre, and quirky. From pulling off unusual celebrity cameos to making people want to watch advertisements, CRED made them crave ads. It wasn't simply selling a service. It was crafting an energy with humor, nostalgia, and a premium finish that resonated with a young, digital India.
CRED advertisements have included cricketers behaving out of character, musicians parodies, and Bollywood icons becoming comedically self-aware. These commercials not only promote a product, but they also produce cultural phenomena. People forwarded them, quoted them, and looked forward to the next. They have taken celebrity endorsement and influencer marketing to a different level. CRED knew that emotion and entertainment are as valuable as information in the age of short attention spans and viral culture. And they made it cool to pay credit card bills.
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