CRED's IPL 2021 spots featured Rahul Dravid losing his temper in a traffic jam, Kumble as a rapper, Anil Kapoor doing air-punches at a bank. The joke is that these are not the versions of these legends anyone wanted to see. And that is exactly what made them unforgettable.
The strategic move was smaller and smarter. CRED figured out that everyone in an IPL ad break is running the same commercial — men in blue jerseys shouting at a camera about a mobile wallet. If you want to be remembered in that pile, be the ad that is not shouting.
Being expensive is not enough. Being different is not enough. You have to be different in a room where difference is illegal.
