Payments platform CRED rolled out the sixth and final film in its ‘Great For The Good’ IPL 2021 activation in mid-October which featured Indian cricket legend Kapil Dev trying to mimic Bollywood star Ranveer Singh by wearing the kind of outrageous outfits the country has become accustomed to seeing the actor wear.
The idea is based around the concept that while many viewers will find the outfits ‘outrageous’, CRED members won’t because they are so used to the outrageous rewards they earn for paying credit card bills on time that they now consider such things as normal.
The creative seeks to drive viewers to become a CRED member to benefit from such outrageous offers online at https://app.cred.club/k63y/feb50f6f
‘Great For The Good – Featuring Kapil Dev’ debuted on 15 October and ran across television and online platforms.
The creative includes comic ‘fashion designer’ notes from Kapil’s spoof ‘Veterans Cup’ capsule collection including:
1.Pink Pilot: an ode to when an 8 year old Kapil Dev saw a flamingo for the first time in an encyclopedia
2.Wily Predator: a tribute to the 4-games ‘hide & seek’ streak a 5 year old Kapil Dev achieved in the summer of ‘64
3.The Reflector: inspired by the time a 23 year old Kapil Dev resumed his disco dancing lessons
4.Golden Protector: dedicated to the golden retriever Kapil had adopted in ‘71 who ran away a few days later
5.Flower Power: an ode to Kapil Dev resuming his hobby of gardening after the ‘83 world cup
6.Mad Hatter: a throwback to the time when Kapil Dev had the flu between 07-09-78 to 11-09-78″
7.Tropical Kalana: inspired by the time Kapil Dev accidentally booked tickets to Hawaii instead of Raipur”
The campaign was developed in harness with Indian creative agency All India Bakchod and was conceptualised by co-founder Tanmay Bhat, along with a team at the agency which included Devaiah Bopanna, Puneet Chadha, Deep Joshi and Vishal Dayama. It was written by EarlyMan Film.
Comment
The Indian finance brand, which became an official IPL partner in September 2020, launched previous spots in the ‘Great For The Good’ campaign through 2021 including a cricket themed ad starring Rahul Dravid in April at the start of the 2021 IPL tournament and other non-cricket ads.
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