“Not everyone gets it.”
The tagline for CRED’s new series of television advertisements is steeped in irony. On one hand, it hints at the exclusivity that the credit card payments company promised since its launch in November 2018. On the other hand, the series couldn’t be more mass-market if it tried.
All three ad spots are rooted in Bollywood—featuring leading yesteryear actors Anil Kapoor and Madhuri Dixit Nene, and singer Bappi Lahiri. And just in case the tongue-in-cheek loudness of these ads wasn’t enough to convince you that CRED was going beyond its niche, elite user base, the series was aired during India’s biggest festive season.