How CRED’s Pop-Culture PR Turned Finance into a Viral Conversation
CRED transformed finance into a viral cultural moment through clever PR, celebrity storytelling, and pop-culture integration — decoded by AtomComm.
Case Study by AtomComm
When Finance Meets Pop Culture
A Fintech Turned Phenomenon
A Case Study by AtomComm — India’s Leading PR Agency for Emerging Brands
In an industry dominated by jargon, regulations, and complexity, CRED has done something few fintech companies have ever managed — made finance cool. What began as a credit-card bill payment app in 2018 evolved into one of India’s most recognizable lifestyle brands by 2025.
But how does a financial app — dealing with something as dry as credit scores — become a household name featured in memes, social chatter, and prime-time ads? The answer lies in a masterclass of PR, storytelling, and cultural intelligence.
At AtomComm, we studied CRED’s communication journey to decode how they built credibility, relevance, and virality — not through conventional advertising, but through a pop-culture-driven PR strategy.
The Challenge: Turning Trust into Talkability
Finance is one of the most skeptical markets in India. Consumers expect security, not sass; credibility, not comedy.
CRED faced three fundamental barriers when it launched:
- Low emotional engagement – People don’t feel anything about paying bills.
- High skepticism – “Why should I trust another fintech with my financial data?”
- Category fatigue – The market was flooded with apps offering cashback and rewards.
The team needed to make people talk — not just transact. And for that, traditional PR wasn’t enough. They needed cultural relevance.
The Insight: When Finance Meets Pop Culture
CRED’s leadership understood a vital human truth — people trust what they enjoy, not what they’re told to trust.
Instead of positioning itself as a “fintech platform,” CRED positioned itself as a cultural experience brand. Every campaign became a conversation starter — not about payments, but about personality.
Their PR strategy revolved around one bold idea:
“If we can make finance entertaining, trust will follow.”
And it worked.
The PR Strategy: From Credit Scores to Cultural Currency
Let’s break down how CRED built its reputation using modern PR frameworks — lessons every brand can learn from.
1. Celebrity Storytelling with a Twist
CRED’s campaigns didn’t use celebrities — they disrupted them.
The now-iconic “Indiranagar ka Gunda” ad featuring Rahul Dravid wasn’t just an ad; it was a press release in motion. It flipped public perception of Dravid’s calm persona, creating a nationwide conversation.
Media headlines, memes, and even cricket commentary picked it up — all without paid amplification.
That’s earned media at its finest.
CRED repeated this playbook with other stars like Neeraj Chopra, Kapil Dev, and Madhuri Dixit — always pushing them into unexpected roles.
→ PR takeaway: People share surprise, not scripts.
2. Real-Time Pop-Culture Integration
CRED’s team monitored cultural moments — from IPL finals to meme trends — and injected the brand into conversations as they happened.
Their #CREDBounty campaign during the IPL invited fans to predict catches and scores, integrating seamlessly into live sports culture. The results were staggering:
- Over 30 million impressions and 15 million+ video views (source: Twitter for Business).
- Thousands of organic social mentions without aggressive ad spends.
By speaking the internet’s language, CRED’s PR made finance a part of fun.
→ PR takeaway: Don’t chase trends. Build systems that let you ride them in real time.
3. Humor as a Trust-Builder
Trust doesn’t always come from seriousness — it often comes from relatability.
CRED’s witty tone and irreverent humor made them feel approachable in a space often dominated by corporate stiffness.
From tweet replies to influencer interactions, their PR voice was consistent: clever, confident, and slightly self-aware.
→ PR takeaway: Voice is the new logo. A distinct tone builds recall and reputation faster than visuals.
4. Integrating PR and Digital Seamlessly
CRED blurred the line between PR, influencer marketing, and digital storytelling.
Their press coverage wasn’t just about product launches — it was about ideas. Each new campaign came with:
- Long-form brand stories on digital platforms.
- Behind-the-scenes influencer content.
- Real-time Twitter interactions and Reddit buzz.
This multi-layered approach created omnichannel visibility — a cornerstone of modern PR that AtomComm often implements for metro-based clients.
The Results: A Fintech Turned Phenomenon
By 2025, CRED had achieved what few brands in finance could dream of:
- Top-of-mind recall across major Indian metros.
- Over $6 billion valuation (as of 2025).
- A loyal, aspirational user base who saw CRED as part of their identity — not just their bills.
- Dozens of earned-media stories and free PR coverage worth crores.
CRED’s PR engine transformed it from a functional app into a cultural symbol — a lifestyle statement for India’s urban class.
E-E-A-T Breakdown: Why This Strategy Worked
At AtomComm, we use the E-E-A-T framework — Experience, Expertise, Authoritativeness, Trustworthiness — to assess what makes PR effective and ethical.
| Element | How CRED’s PR Delivered |
|---|---|
| Experience | CRED’s campaigns stemmed from real consumer insights — not guesswork. They reflected how modern Indians experience money. |
| Expertise | The brand demonstrated mastery of pop-culture storytelling and digital integration — turning media psychology into measurable impact. |
| Authoritativeness | Frequent media coverage in top outlets (Mint, ET, YourStory) established CRED as a thought leader in the fintech space. |
| Trustworthiness | Humor never replaced honesty. CRED maintained transparency in its communication — ensuring every fun moment led back to real product credibility. |
What Other Brands Can Learn
Whether you’re a startup or an enterprise, here are three actionable lessons:
- Blend Logic with Laughter: People trust brands that make them smile and think.
- Create PR Systems, Not Just Campaigns: Build an internal rhythm that tracks trends and turns them into stories.
- Make Culture Your Currency: Attention is the new trust — and pop culture is where attention lives.
Why AtomComm Champions This Approach
As one of India’s fastest-growing PR agencies, AtomComm helps brands in Bangalore, Hyderabad, Mumbai, and Delhi use storytelling and strategic communications to cut through the noise.
We understand what it takes to make a campaign newsworthy, not just ad-worthy.
Our team combines creative insight with deep analytics — the same principles that powered CRED’s success story.
If your brand is ready to:
✅ Craft viral, culturally relevant campaigns
✅ Build trust through authentic storytelling
✅ And create your own “CRED moment” —
We’ll even share a custom PR roadmap + sample outreach templates designed for your brand.
Final Thoughts
CRED’s rise shows that PR is no longer about “press releases” — it’s about press relevance.
By aligning with pop culture, mastering tone, and staying consistently authentic, CRED turned finance into a story people actually want to talk about.
At AtomComm, we believe every brand has that potential — it just needs the right narrative architecture and strategic amplification to make it shine.
Let’s build yours next.
Proof & Outcomes
30M+ organic impressions during the #CREDBounty IPL campaign with zero paid influencer spend.
Earned media coverage worth ₹12 crore+ across top-tier publications including The Economic Times, Mint, and YourStory.
Over 1000+ user-generated memes within 48 hours of the “Indiranagar ka Gunda” campaign launch.
FAQs
CRED focused on creating conversation-first content. Instead of selling features, it sold feelings — humor, nostalgia, and cultural connection — which earned organic attention and media coverage.
Their campaigns blurred boundaries — combining press coverage, influencer marketing, meme culture, and live engagement into a unified strategy that created cross-platform momentum.
Absolutely. You don’t need a ₹50 crore budget — just cultural awareness, a distinct brand voice, and a PR partner who understands your audience and storytelling potential.
AtomComm helps brands craft newsworthy narratives — from strategy and media relations to influencer outreach — ensuring every campaign drives both attention and trust.
Book a Free PR Strategy Session
Tell us a bit about your brand and goals. We’ll share a tailored press plan and timeline.