Cred Foundation has rolled out a campaign,'Avoid Loan Stacking', featuring actor and media personality Rakhi Sawant to showcase Cred's offerings of its not-for-profit company funded by equity voluntarily contributed by its leadership, team, and investors.

Its first set of educational ads uses humour, wit and celebrity appeal to simplify different aspects of credit in under 60 seconds each.

The campaign comprises four ad films, with the first one now live.

The film opens with Sawant in an unusual avatar, dressed head-to-toe in winter wear and seated on a small pile of snow beside a snowman inside a metro. She jokes that not everyone is lucky enough to experience the fresh mountain air of the Alps, so she has brought the experience to the metro. She then shifts to her familiar persona to calmly explain the risks of loan stacking, where new loans are taken to repay existing debt. While taking a loan can be a strategic financial decision, she warns that repeatedly stacking loans can quickly snowball into a growing financial burden and financial instability. The film closes with Sawant’s reminder that while money may not be the root of all evil, its absence often is.

What we think about it: The film uses Rakhi Sawant’s unmistakable star power and fan following well, making her a strong choice to kick off the series and immediately grab attention. Its absurd setup, humour and unexpected shift into a straightforward lesson on loan stacking make the film entertaining and captivating while keeping the financial message easy to understand.

Miten Sampat, interim CEO, Cred, said, “While creditworthiness unlocks opportunity and access, it has been shrouded in esoteric language so far. As an extension of the Cred mission to catalyse financial progress, Cred Foundation’s new campaign closes the gaps in understanding with humour and clarity. It’s the first step in our effort to make financial literacy a right for every Indian.”

Each of the ads in the series will drop on Instagram, Youtube, and JioHotstar every Tuesday and Thursday from 6 to 18 October.