A writer and copy expert
Drop the Drama - Cred
The brief was to highlight the rent payment feature that Cred Max offers. This feature allows you to pay your rent on time each month and earn CRED coins, rewards and cashbacks as you do so. It also ensures that you never miss an installment, even in months when your bank balance is running low.
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This new provision by Cred can put a lot of young individuals out of misery. We all dread the first week of every month since there are bills and monthly payments lined up - rent being the most prominent of them. And Indian landlords don’t make it easier. Multiple reminders are sent even if the rent gets delayed by only a day. The anxiety related to “rent” mostly comes from the attitude of the landlord. They become the true villains of our lives. This is an emotion that every young adult who is living in an Indian metro city will relate to - it is common across cultures.
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We wanted to take this contextual insight and create a campaign around it which is light hearted and fun. The idea was to show landlords as iconic villains from Indian cinema and create fun scenarios where they come reminding their tenants to pay rent. The scenarios will end with the tenants shutting them down by saying - “The rent has been paid, drop the drama!” - in a poilite, yet sarcastic tone. It should feel like we are getting back at Indian landlords. This will also show how every tenant who uses Cred has become extremely regular with rent because of the benefits Cred Max is giving.
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The objective behind bringing back villains from our childhood was to create films that have high recall value and the eccentricity Cred has as a brand, along with relatability.
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