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The Genius Behind CRED’s Viral IPL Ad Campaigns

  • Writer: Sohil Srivastava
    Sohil Srivastava
  • Feb 20
  • 3 min read

CRED, India’s leading credit card payment platform, took an unconventional approach to IPL advertising. Instead of traditional brand endorsements, CRED used humor, nostalgia, and surprise elements to create some of the most viral ad campaigns in Indian sports marketing history.


With an estimated ₹120 crore investment in IPL sponsorships, CRED’s ads featuring Rahul Dravid, Anil Kapoor, Neeraj Chopra, and Kapil Dev became instant social media sensations. But what made these campaigns so effective? And what can brands learn from CRED’s playbook?


Let’s break down the marketing genius behind CRED’s IPL ads.



A cricketer in a humorous, unexpected role from an IPL ad campaign, showcasing the viral and unconventional marketing style used by CRED.

How CRED’s IPL Ad Strategy Redefined Sports Marketing


Nostalgia-Driven, Meme-Worthy Advertising


  • CRED’s ads used popular figures from Bollywood, cricket, and pop culture, creating an emotional connection with audiences.

  • The campaign sparked viral meme trends, ensuring high organic reach beyond traditional paid ads.

  • Example: Rahul Dravid’s "Indiranagar Ka Gunda" ad became one of India’s most viral commercials.


2. Disruptive & Unpredictable Brand Messaging


  • Unlike traditional IPL sponsors who focus on performance, CRED used absurd, unexpected narratives to capture attention.

  • Example: Ads featuring Anil Kapoor, Jackie Shroff, and Madhuri Dixit in exaggerated, over-the-top scenarios helped break the clutter of IPL advertising.


3. Integration with IPL Gamification: CRED PowerPlay


  • CRED introduced the CRED PowerPlay campaign, where users could win cashbacks and rewards for paying credit card bills during match PowerPlays.

  • This directly linked engagement to real-time IPL moments, driving app downloads and transactions.


4. Leveraging Influencer & Social Media Amplification


  • The viral nature of CRED’s ads led to massive unpaid promotions by influencers, meme pages, and celebrities.

  • Twitter trends, Instagram reels, and WhatsApp forwards extended the campaign’s reach beyond IPL broadcasts.


Case Study – Rahul Dravid’s “Indiranagar Ka Gunda” (IPL 2021)


📌 Campaign: CRED’s 2021 IPL ad featuring Rahul Dravid


📌 Concept: Showcased the cricketing legend in an unexpected, angry avatar, shouting, “I’m Indiranagar Ka Gunda.”


📌 Why It Worked:


✔️ Surprise Factor: Fans had never seen Dravid in an aggressive role.


✔️ Nostalgia Element: Connected with Bengaluru audiences familiar with Indiranagar.


✔️ Meme-Worthy Content: The line went viral on social media, leading to thousands of organic shares.


📌 Results:


✔️ 10M+ views on YouTube within days.


✔️ Social media engagement skyrocketed, making it one of IPL’s most talked-about ads.


✔️ Boosted brand recall for CRED, a fintech company that had previously struggled with mainstream recognition.



Key Takeaways for Brands from CRED’s IPL Campaigns


1. Be Unconventional – Break the Mold


  • CRED proved that sports marketing doesn’t always need to be serious.

  • Humor, unpredictability, and entertainment can drive higher engagement than traditional endorsements.


2. Leverage Virality & Meme Culture


  • Brands should design campaigns with social media shareability in mind.

  • A well-placed meme-worthy moment can extend reach beyond paid advertising.


3. Link Marketing Campaigns to Real-Time Sports Moments


  • CRED’s PowerPlay integration encouraged engagement during IPL matches.

  • Brands should explore live engagement strategies to interact with audiences in real-time.


4. Invest in Storytelling, Not Just Product Placement


  • CRED’s ads never focused on features or benefits—they focused on stories that made people talk.

  • Strong narrative-driven marketing builds lasting brand recall.


Conclusion: Why CRED’s IPL Ads Were a Game-Changer


CRED’s IPL marketing proved that sports advertising doesn’t have to follow traditional playbooks. By prioritizing:


  • Meme culture & virality

  • Unexpected storytelling

  • Real-time engagement strategies


The brand cemented its presence in India’s fintech space, going from a niche app to a mainstream household name.


How UNPAUZED Can Help


CRED’s success shows that creative disruption is key in sports marketing. 


At UNPAUZED, we help brands:


✔️ Develop viral, attention-grabbing sports marketing campaigns.


✔️ Integrate real-time engagement strategies into live sports events.


✔️ Leverage influencer networks and social media amplification for organic reach.


Want to create sports marketing campaigns that people can’t stop talking about? Let’s build your next viral strategy—talk to us today.

 
 
 

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