Queries for Paisabazaar’s prime offering grow multifold with ICC Men’s Cricket World Cup 2023 on Disney+ Hostar

It’s a universal truth that personal finances can be unpredictable, and the need for a loan can emerge unexpectedly. Paisabazaar humorously depicted this reality in its ‘Even Celebs Need It’ campaign. The brand tapped into the sentiments associated with the need for a loan by showing familiar stars in unexpected situations, appealing to the users to check and maintain their Credit Scores as the need for a loan can arise at any time for anyone. The campaign effectively promoted two of Paisabazaar’s prime offerings – Loans and Credit Score. 

Paisabazaar wanted to build awareness and drive consideration for these offerings by maximising the campaign’s reach. The ICC Men’s Cricket World Cup 2023 offered a prime advertising platform to Paisabazaar to achieve its goal. 

Execution & Strategy

Disney+ Hostar enabled Paisabazaar to reach highly engaged digital-first audiences with its mobile offerings for ICC Men’s Cricket World Cup 2023. The strategy included 3 key components for effective delivery of the brand’s message. Disney+ Hotstar showed the Paisabazaar ads as short videos to the relevant fans at the right frequency. It facilitated the brand in achieving high resonance among the audiences, who appreciated seeing celebrities in a different avatar on screen.

Brand Speak

Impact

Disney+ Hotstar’s strategy for Paisabazaar was so successful that the campaign achieved double the average CTR on the platform!

Paisabazaar soared across metrics! The brand website visits increased by 12%, loan enquiries saw a 14% surge, and the brand Credit Report issuance increased by over 50%. Loan disbursal grew by 7% during the campaign. 

The brand recall and consideration were so high that the impact extended to products that weren’t directly advertised in the campaign — queries about Credit Cards grew by 10%.