Mumbai, 15th October 2025: CRIF India, one of the country’s leading credit bureaus and providers of business information, analytics, and decision solutions, has unveiled its latest digital consumer marketing campaign: ‘Baaki sab baad mein, sabse pehle CRIF Credit Score dekha kya’.
Rooted in a simple but powerful insight, the campaign highlights a common human tendency to delay small yet important actions. By giving a fresh twist to the familiar phrase ‘Dekha Kya’, CRIF India turns a casual question into a friendly reminder to act now and stay financially prepared.
With this campaign, CRIF India aims to make credit score awareness not just a simple and approachable, but an empowering everyday habit, encouraging Indians to stay informed, and take charge of their financial well-being with confidence.
Inspired by a colloquial phrase that resonates with millions of Indians, ‘Dekha Kya’ transforms the often technical and distant concept of a credit score into something immediate, relatable, and engaging. The campaign celebrates the spirit of action and awareness, a reminder that when it comes to financial health, the best time to begin is now. .
The ad films feature quirky and unexpected moments – from a skydiver mid-air to an astronaut floating in space – all driven by one clear priority: checking their credit score first. With its light-hearted, conversational tone, the campaign speaks directly to Indians who are shaping the country’s financial future, making credit scores relatable, engaging, and even a little fun.
“Credit scores significantly impact financial opportunities, yet they’re often overlooked in daily life. At CRIF, we’ve recognized the common tendency to procrastinate, which inspired our ‘Dekha Kya’ campaign. This isn’t just a question – it’s a call to action. We’re empowering Indians to break free from procrastination, take control of their financial futures, and make informed decisions today. As the saying goes, the best day to start was yesterday, but the next best day is today.,” said Mukesh Waje, Head of Marketing & Communications at CRIF India.
The campaign will be rolled out across digital, social media, OTT platforms and through OOH placements across urban markets, bringing the ‘Dekha Kya’ message to digitally native consumers as well as households where conversations on financial planning are becoming more prominent.
Khushnuma Sheth, Co-Founder and Creative Head Creative Cart said: “We wanted to make something that cuts through the clutter and truly speaks to our target audience. The idea came from a very Indian insight — how often we casually say ‘Dekha kya?’ in daily life. By placing this phrase in exaggerated, unexpected contexts, we turned a serious topic like credit health into something entertaining, memorable, and relevant.”
“Dekha kya?’ is that instant trigger in every Indian’s mind, the nudge to check, compare, and know before deciding. This campaign captures that spirit perfectly, turning credit scores into a fun, relatable digital moment that resonates deeply with India’s fast-scrolling, socially connected generation,” said Yohann Mody, Associate Vice President, Schbang.
The campaign aligns with the Reserve Bank of India’s continued emphasis on improving financial literacy and inclusion, reinforcing the importance of consumers understanding their credit health as part of their financial journey.