CRED × Rahul Dravid

The brief

CRED partnered with IPL in 2020. In 2021 it wanted to build on that with another witty, cluster-breaking ad.

The idea was to show an unexpected side of Rahul Dravid, to say that getting cashback on payments is no longer “impossible”.

What ITW Universe did

ITW Universe handled the end-to-end coordination and execution of the ad, “Indiranagar ka Gunda”, got the talent on board and provided logistical support.

Dravid’s outburst, under 15 seconds on screen, subverted his calm public image.

ITW Universe amplified the ad through an influencer campaign with celebrities and cricketers including Ravichandran Ashwin and Suryakumar Yadav.

Results

Over 3 million social media views in less than a day.

Over 55 lakh views on CRED’s YouTube page.

Earned media from cricketers, and from brands such as Zomato and Amul doing moment marketing on it.

GOLD — Best Use of Influencer in Content Marketing, Shutterstock’s Foxglove Awards.

Services involved: Branding & Activations

Download the full CRED × Rahul Dravid case study (PDF)