Paisabazaar has launched a new integrated brand campaign for the Credit Premier League (CPL), featuring former Indian cricketer and commentator Irfan Pathan. The campaign is aimed at increasing awareness around credit scores and encouraging consumers to actively monitor and improve their credit health.
As per the brand, CPL is a consumer engagement initiative developed by Paisabazaar as part of its broader efforts to promote credit awareness through its free credit score platform. The initiative combines gamification, rewards and participation based activities to make conversations around credit behaviour more mainstream among Indian consumers.
Consumers can participate in the Credit Premier League (CPL) by checking their free credit score through the Paisabazaar app or platform.
The latest campaign uses cricket themed storytelling to connect financial awareness with consumer engagement. The campaign was conceptualised by Magic Circle and produced by Emotion Pictures. It will be distributed across television, digital and social media platforms as part of a multi platform rollout.
Under the latest edition of CPL, the individual with the highest credit score in the country will receive a cash reward of Rs 1 lakh. State level winners with the highest individual credit scores will receive Rs 10,000 each. Paisabazaar will also reward participants from the state with the highest average credit score.
Irfan Pathan said: “Discipline, consistency and performance matter in cricket and the same goes for your credit score. Excited to collaborate with Paisabazaar on CPL, a unique initiative that combines competition, rewards and awareness to make conversations around credit score more engaging. I loved being part of this fun, high-energy campaign that puts credit health in the spotlight like never before. Hopefully, it encourages more Indians to track, understand and improve a score that truly matters.”
Speaking about the campaign, Santosh Agarwal, CEO, Paisabazaar, said: “At Paisabazaar, our focus has always been on making credit score more accessible and engaging for consumers. With CPL, we bring together the energy of sport, entertainment and rewards to further scale this awareness initiative. Our exciting new collaboration with Irfan Pathan should help us take our campaign up further notches and drive deeper consumer engagement around credit score across the country.”
