Navigating the world of cryptocurrency in India just got a bit more interesting, especially when it comes to advertising. Remember the Delhi High Court’s directive in July? They urged Indian crypto exchanges to include ‘standardised’ warnings in their TV ads. Well, CoinSwitch Kuber didn’t just comply; they took it up a notch! Their latest advertisement, aptly named ‘Kucch toh badlega,’ meaning ‘something will change,’ cleverly integrates the disclaimer, turning a regulatory requirement into a creative opportunity.
‘Kucch Toh Badlega’: More Than Just an Ad Campaign
This isn’t your typical ‘get rich quick’ crypto ad. CoinSwitch Kuber, in collaboration with The Script Room, has crafted a campaign that’s both informative and engaging. Swati Pincha, Head of Growth at CoinSwitch, emphasizes their commitment to educating the Indian crypto investor. “Our partnership with The Script Room brings in innovative ways for us to look at our goal of making India more aware about crypto,” she stated. With a user base spanning across India, CoinSwitch Kuber prioritizes responsible investing, especially for new and young entrants into the crypto market.
The ‘Kucch Toh Badlega’ campaign features two distinct advertisements. They playfully depict individuals getting carried away with the excitement of Bitcoin investments, highlighting the inherent volatility and risk. Instead of promising unrealistic returns, these ads subtly guide viewers towards making informed decisions with CoinSwitch Kuber’s platform. It’s a refreshing departure from the often hyperbolic claims seen in other fintech commercials, acknowledging the unpredictable nature of crypto investments and emphasizing the need for sound guidance.
The Creative Force Behind: CoinSwitch Kuber and The Script Room
Ayyappan Raj, co-founder of The Script Room, sheds light on the collaborative process. “It’s a very young brand in a very new category. Combined with ambitious goals and a high energy team, it’s no surprise that we could co-create some inspiring and bold work,” he remarked. He praised CoinSwitch Kuber’s team for valuing creative ideas and fostering a positive working relationship. The success of the campaign is evident, and both teams are enthusiastic about future collaborations.
Why shorter commercials? The strategy is clear: target the massive cricket-loving audience in India. With the Indian Premier League (IPL) and the highly anticipated T20 World Cup as prime advertising windows, CoinSwitch Kuber is strategically positioning its message where it’s most likely to resonate with its target demographic – young, aspiring Indian investors.
Rajesh Ramaswamy, the other co-founder of The Script Room, elaborates on the creative approach. “Financial services advertising requires a lot of gravitas, seriousness and generally in the emotional territory. The entire crypto coin being a relatively new category, we thought we should try something cool and fresh,” he explained. The innovative twist on mandatory disclaimers adds a unique flavour to the ads, making them stand out in the crowded advertising landscape. The team expresses delight in the film’s visualization and its positive reception.
From ‘Trade Kar, Befikar’ to ‘Kucch Toh Badlega’: Evolving Crypto Conversations
Interestingly, ‘Kucch Toh Badlega’ marks a shift from CoinSwitch Kuber’s previous campaign, ‘Trade Kar, Befikar,’ launched in April. ‘Trade Kar, Befikar,’ meaning ‘Trade Carefree,’ tapped into the burgeoning crypto enthusiasm in India, portraying Bitcoin as a viable and sensible investment option. It aimed to capitalize on the ‘crypto-mania’ sweeping the nation, encouraging new investors to explore Bitcoin.
However, with evolving regulations and a growing need for investor awareness, ‘Kucch Toh Badlega’ takes a more responsible stance. It acknowledges the risks inherent in crypto investments while still promoting informed participation through the CoinSwitch Kuber platform. This evolution reflects the maturing Indian crypto market and a greater emphasis on investor education and responsible trading practices.
CoinSwitch Kuber’s latest campaign is more than just advertising; it’s a reflection of the evolving crypto landscape in India. It navigates regulatory requirements creatively, prioritizes investor education, and aims to foster a more informed and responsible crypto community. By embracing transparency and realistic expectations, ‘Kucch Toh Badlega’ sets a new benchmark for crypto advertising in India.
Want to see the advertisement yourself? Click Here to watch CoinSwitch Kuber’s ‘Kucch Toh Badlega’ ad.
Dive Deeper: Explore CoinSwitch Kuber’s collaborations and industry engagement with “INC42 x CoinSwitch Kuber -The Crypto Summit.”
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