Paisabazaar has launched a new integrated campaign for its ‘Credit Premier League’ (CPL) initiative featuring former Indian cricketer and commentator Irfan Pathan. The campaign aims to make conversations around credit scores more accessible and engaging by combining the appeal of cricket with financial awareness and gamified consumer participation.
CPL is positioned as Paisabazaar’s initiative focused on recognising and rewarding consumers with strong credit health while encouraging broader awareness around the importance of maintaining a good credit score. The programme builds on the company’s long-running free credit score offering and introduces an entertainment-led approach to consumer education.
The campaign uses cricket-inspired storytelling and high-energy creative treatment to connect responsible credit behaviour with the discipline and consistency associated with sports performance. Conceptualised by Magic Circle and produced by Emotion Pictures, the campaign will be rolled out across television, digital and social media platforms.
The communication strategy centres on gamification, rewards and consumer participation to encourage users to regularly track and understand their credit scores. Through the CPL platform, Paisabazaar aims to position credit health as an ongoing and relatable aspect of financial planning.
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.”
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.”
The latest edition of CPL includes a rewards-led engagement structure designed to drive participation. Individuals with the highest credit score in the country will receive INR 1 lakh, while state-level winners will receive INR 10,000 each. Participants from the state with the highest average credit score will also be rewarded as part of the initiative.
Consumers can participate by checking their free credit score through the Paisabazaar platform and mobile application. Through the campaign, the company aims to further mainstream conversations around credit awareness by linking financial behaviour with culturally familiar themes such as cricket and competition.
