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CRED | IPL campaign

Instagram launch strategy for CRED’s peer-to-peer payment feature and annual IPL campaign.
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CRED launched its peer-to-peer payment feature during the IPL season, thus making that the central theme for this year’s IPL campaign. The work we created focused on reiterating that CRED’s peer-to-peer payment on experience was elevated, thus reserving it only for special occasions.

Five cricket flairs were hidden across CRED’s Instagram and vigilant viewers who spotted all five stood a chance to win tickets to the Tata IPL matches.

Bringing peer-to-peer to Instagram Live, we crafted a looping Rube Goldberg mechanism that hid transaction receipts at different locations. Attentive viewers who spotted the receipts were rewarded with a collection of prizes.

Multiple high-value rewards were curated for the campaign with the giveaway construct being themed around peer-to-peer interactions both on Instagram as well as the CRED app.

Building on an IP developed for the Tap to Pay campaign, a product usage guide was developed in the form of a comic.

We teamed up with Debjyoti Saha from Goppo Animation to create a series of 3 videos that overlaid cricket commentary on witty and humorous scenes highlighting CRED’s peer-to-peer payment feature.