CoinDCX have announced the launch of the brand campaign, “Learn Karo. Crypto Karo,” featuring Gautam Gambhir as our first brand ambassador. This initiative aims to empower Indian investors with essential knowledge before they venture into crypto investments.
The campaign is designed to address the hesitations many potential investors face due to a lack of understanding of cryptocurrencies. With over 160 million investors in India, including more than 5 million engaged in equity trading, we recognize the need for education to build confidence in this emerging asset class. Our goal is to break down barriers and encourage informed participation in the crypto market.
Key Details for Review
- Project Overview: Campaign Objectives (e.g., brand awareness, sales increase) : We were looking for a celebrity who epitomises our philosophy of learning leading to confidence – and we decided on Gautam Gambhir. Be it earlier as a player or now as a coach, he has always stressed on the importance of grit, focus, hard work, learning as being the only path to confidence and success.
- This is in line with our ‘crypto coach’ positioning and campaign idea ‘Learn Karo. Crypto Karo.’
- Campaign note: Research revealed that most crypto fence-sitters have a ‘fear of messing up’ that trumps any fear of missing out, thus preventing them from getting started in the first place. So, using our knowledge and expertise, we have decided to become “India’s crypto coach”where you can learn, invest and trade on one platform. Because we believe in life or in crypto, when you put learning at the heart, you overcome your fears and make a confident start.
- Relevance to our brand values and target audience : We were looking for a celebrity who epitomises our philosophy of learning leading to confidence – and we decided on Gautam Gambhir. Be it earlier as a player or now as a coach, he has always stressed on the importance of grit, focus, hard work, learning as being the only path to confidence and success. This is in line with our ‘crypto coach’ positioning and campaign idea ‘Learn Karo. Crypto Karo.’
- Core Team: Producers and key team members involved in the campaign : CoinDCX: Prashant Verma, Apoorv Srivastava, Jitesh Patel, Niraj Jain, Chaithra HA, Chintan Buddhadev
Fatmen Agency: Ashwin Varkey, Rishabha Nayyar, Rajat Dawar, Kshitij Barot, Mansi Biswas, Chagan Kumawat
ZigZag Films (Production House): Abhijit Sudhakar, Anupama Ahluwalia - Target Audience: Demographic and psychographic characteristics of the intended audience : Experienced equity investors and traders who prefer hands-on investment approaches but are cautious about crypto. These individuals are curious yet hesitant due to limited understanding of digital assets.
- Ad Content: All versions of advertisements featuring the celebrity (videos, images, copy) in appropriate formats (e.g., MOV, MP4 for videos; JPEG, PNG for images)
- Approval Workflow: Not required
- Endorsement Guidelines: Clarity on intellectual property rights and legal compliance checks : Outline of the approval process for all campaign materials : Gambhir signed for 1 year. He is a coach and mentor. Not related to his position in the Indian cricket team.
- KPIs for Success: Metrics for measuring success post-campaign (e.g., engagement rates, conversion rates) : Drive new user acquisition with the goal of onboarding millions of investors and traders.
