CRED, known for its unconventional and often absurd advertising style, has once again grabbed attention with a bizarre new campaign. This time, Bollywood choreographer and director Farah Khan is at the center of the spectacle, starring in a surreal AI-powered commercial that has left viewers both amused and unsettled.
The ad continues CRED’s long tradition of using celebrities in unusual contexts to push its core message—pay your credit card bills through the CRED app. But has the brand taken shock marketing too far, or is this yet another masterstroke in keeping audiences talking?
Key Takeaways
- CRED’s AI-powered ad with Farah Khan pushes the boundaries of shock marketing with grotesque visuals.
- The brand message—credit card bill payments and rewards—is clear but risks being overshadowed.
- Audience reactions are split, with some praising creativity and others questioning the overuse of absurdity.
- The campaign reinforces CRED’s positioning as a brand unafraid to take risks in advertising.
Inside the Farah Khan CRED AI Ad
The advertisement opens innocently but quickly descends into the grotesque. Farah Khan’s face is shown melting into chocolate-like goo, an effect achieved with surreal AI visuals. The horror-parody style mirrors CRED’s earlier Gautam Gambhir campaign, which also leaned into chaotic imagery, such as tongue-slurping ice cream and gorillas.
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What makes the ad striking is Farah Khan’s calm and composed demeanor despite the absurdity. As her face morphs, a voice reminds her: “The ad has been paid for. Energy conservation wins.” This deadpan delivery contrasts with the shocking visuals, reinforcing the self-aware tone.
The Core Message Behind the Chaos
Amid all the grotesque imagery, the call to action remains simple:
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Pay your credit card bills with CRED.
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Get a chance to win chocolates via BigBasket.
The campaign tries to marry surreal storytelling with a tangible incentive. However, critics argue that the wild imagery risks overshadowing the actual message of the product. For some viewers, remembering Farah Khan’s melting face may be easier than recalling the offer itself.
Public & Industry Reactions
CRED’s marketing strategy is often polarizing, and this campaign is no different.
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Supporters praise the ad for breaking the monotony of conventional advertising and leaning into cultural humor that resonates with younger, digitally savvy audiences.
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Critics argue that shock-value ads are becoming predictable for CRED and may no longer generate the same surprise factor they once did. Over-reliance on grotesque AI visuals could risk alienating audiences who prefer clarity over chaos.
What This Means for CRED and Celebrity Marketing
The Farah Khan ad demonstrates how brands use risk-taking creativity to stay relevant in a crowded market. While not everyone may appreciate the visuals, the buzz ensures CRED stays top-of-mind.
For Farah Khan, the collaboration adds an unexpected twist to her brand image, showing her willingness to experiment with quirky, self-aware roles outside cinema. It also highlights how celebrities can lend credibility to experimental campaigns—even when the content itself is divisive.