Paisabazaar has rolled out a new integrated campaign for the Credit Premier League (CPL), featuring former Indian cricketer and commentator Irfan Pathan.
Positioned as one of the company’s flagship consumer engagement initiatives, CPL aims to encourage awareness around credit health while rewarding users with strong credit scores. Through the initiative, Paisabazaar is looking to make conversations around credit scores more accessible and mainstream by blending gamification, engagement and incentives.
The latest campaign leverages cricket-themed storytelling and high-energy creative execution to draw parallels between strong on-field performance and responsible credit behaviour. Conceptualised by Magic Circle and produced by Emotion Pictures, the campaign will run across television, digital and social media platforms.
As part of this edition of CPL, participants with the highest credit score in the country will stand a chance to win Rs 1 lakh, while state-level winners will receive Rs 10,000 each. The initiative will also reward participants from the state recording the highest average credit score.
The campaign builds on Paisabazaar’s long-running efforts to improve financial literacy and drive awareness around the importance of regularly monitoring and improving credit scores.
Speaking on the association, 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.”
