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Tag: CoinSwitch Kuber

  • CoinSwitch Kuber onboards Ranveer Singh as brand ambassador

    CoinSwitch Kuber onboards Ranveer Singh as brand ambassador

    Mumbai: Crypto platform CoinSwitch Kuber announced on Friday the onboarding of Bollywood actor Ranveer Singh as its first-ever brand ambassador. Through this association, the crypto brand aims to leverage Singh’s mass appeal, along with his popularity among Gen Z and millennial customers, said the statement.

    The actor will feature in three ad films – the first of which has just been launched – for CoinSwitch Kuber’s ongoing ‘Kuch Toh Badlega’ campaign premised on the possibility of change as one becomes a part of something bigger by entering the crypto world. The ad films drive the narrative of the potential of cryptocurrency to become the preferred choice of investment for the diverse Indian population, especially those living in tier 2 and 3 cities. Each of the ad films is designed to convey a different key trait of the CoinSwitch Kuber platform.

    “Our aim is to make crypto accessible to billions in India while making it as simple as ordering food online. I am confident that Ranveer, with his youth appeal, will enable us to make strides towards achieving that goal while aiding CoinSwitch Kuber to become a household name,” said CoinSwitch Kuber co-founder & CEO Ashish Singhal. “We want to ensure that Indians from all walks of life are aware of the low barrier of entry into the crypto space along with the simplicity our platform affords.”

    The association between the crypto platform and Singh aims to work towards highlighting the growing acceptance of crypto in India while enhancing crypto awareness and trust in this emerging asset class, said the company.

    “This is an exciting time for the crypto landscape in India. I am glad to come on board as the brand ambassador of CoinSwitch Kuber, India’s largest crypto asset platform,” said Singh. “The company is a key player in the crypto revolution in India and I’m happy to be a part of their journey.”

  • CoinSwitch’s latest campaign is a take on disclaimers in finance ads

    CoinSwitch’s latest campaign is a take on disclaimers in finance ads

    Mumbai: Cryptocurrency investment platform CoinSwitch Kuber has launched a two-film campaign during the IPL cricket season. Conceptualised by The Script Room, the campaign aims to create a positive awareness around Bitcoin, while positioning the crypto platform as a premier crypto trading platform and a thought leader in the category.

    The creative is hinged on the disclaimers in financial services advertisements while giving it a creative twist. The films have been crafted in the form of shorter duration ads targeted at the cricket-viewing audience. 

    “Financial services advertising is most often done with a lot of gravitas, seriousness and generally in the emotional territory. The entire Cryptocoin being a relatively new category we thought we should try something that’s really cool and fresh,” said The Script Room co-founder Ramsam. “The creative is basically a take on the usual disclaimers that come along with finance ads and we have given it an interesting twist.”

    “Combined with ambitious goals and a high-energy team, it’s no surprise that we were able to co-create some really exciting and bold work,” said co-founder Ayyappan Raj. “It’s a pleasure working with Swati & her team at CoinSwitch, they really regard and celebrate good ideas. We hope to continue this association through many more films.”

    CoinSwitch Kuber and The Script Room announced their association to support the demand for cryptocurrencies and enhance its growth through the TV and digital footprint. 

    “The partnership with The Script Room brings in innovative ways for us to look at our goal of making India more aware about crypto,” said Coinswitch head of growth Swati Pincha. “Our user base has good representation from all across India & making sure that these new and young investors are well informed is our greatest priority.”

  • Crypto platforms ramp up ad spends this festive season

    Crypto platforms ramp up ad spends this festive season

    Mumbai: As the market pins its hope on the festive season for a hike in sales, the crypto exchange platforms too aren’t lagging behind in wooing users to invest in the digital asset class. In an evident change from last year when the platforms were cautious and muted in their approach, they are all set to make the most of the opportunity this year, with an increase in ad-spend across all media.

    Apart from the digital, crypto brands are also opting for mass mediums such as TV and print as they plan an advertising salvo. The fledgling industry is trying to mark a dent in the market with promotions and marketing activities involving audio-visual podcasts and even full front-page displays in leading dailies.

    One such platform, which has been investing heavily in print is CoinSwitch Kuber, which claims to have onboarded as many as 10 million users already. The brand has come out with full front-page ads in leading newspapers in the last few days. “Print is always a viable medium. While digital media enables us to target a certain set of audiences, print has the accessibility to the most basic audience group which finds credibility in the print news,” said CoinSwitch Kuber chief business officer Sharan Nair.

    The brand is also constantly connecting and engaging with local newspapers, media, and prominent ‘finfluencers’ (finance-influencers) on social media platforms to reach its target set.

    “Traditional media can make audiences search and engage with them on the website, while digital media through apps can be used to continue re-targeting the interested segment,” said Havas Media India managing partner – South Saurabh Jain, highlighting that crypto platforms need to focus on “building the top of the funnel first” to attract new retail investors since the penetration of this category is currently low. Jain recommends a 65 per cent spend on traditional media and 35 per cent on digital display plus programmatic spends in this phase, as the threshold costs associated with traditional media remains high.

    A recent study by Havas Media Group India also highlighted how print remains one of the most trusted mediums to influence brand perceptions on critical factors like quality, price, and trust, despite the short-term interrupted circulations and de-growth of newspapers during the initial wave of the Covid-19 pandemic.

    “Especially for new-age categories like crypto exchanges who are in their next phase of growth in India, it becomes even more crucial to target beyond the early adopters of this digital world by associating with traditional mediums like television and print,” added Jain. “Building trust will be key as a lot of uncertainty and risk has been associated with cryptos in the past. So, print will definitely be a viable medium to build credibility and trust.”

    CoinSwitch Kuber is also planning to reach the audiences via emerging OTT platforms. It has already been working with Amazon Prime Video, and SonyLIV, and has partnered with Disney+ Hotstar for the current edition of the Indian Premier League (IPL) which resumed on Sunday. “Considering the huge traction we witnessed after the last IPL campaign, we are looking to promote crypto assets through upcoming sports events as it perfectly captures our target group, which is – upwardly, young and tech savvy-mobile Indians,” added the CoinSwitch Kuber chief business officer.

    On the other hand, crypto trading platform Mudrex is completely targeting digital. The focus of the brand’s marketing campaigns for the coming months is primarily through influencers and creators on different platforms across the social spectrum.

    “We believe the demographics of the investors and traders in the crypto market are such that the digital medium is best able to reach the target audience,” said CEO and co-founder Edul Patel. “At Mudrex, we usually associate with influencers who have a deep interest in cryptocurrencies and believe in the idea of smart investing and trading in the crypto market.”

    Cryptocurrencies have gained traction over the past few months, and the subsequent interest from the investor sentiment, leading to rising trading volumes despite the regulatory uncertainty. As the brands try to cash in on this crypto gold rush ahead of festivals, there is also a need, however, to create more awareness and to share knowledge on the finer aspects of the virtual currency. And that is what CoinDCX is aiming at, through ‘DCX learn’ during the festive season.

    “We have always tried to find fresh ways to entice and educate new investors through our marketing efforts. One of our main objectives is to raise awareness about the cryptocurrency business and urge Indians to consider it as a viable investment option,” said CoinDCX head of brand and communication Ramalingam Subramanian.

    The brand has recently come out with a campaign #BitcoinLiyaKya, which was in line with its direction of raising investor awareness and CoinDCX plans to build on that. “We are offering coupon codes of Rs 100 worth of bitcoins to everyone who signs on the exchange for the first time to raise curiosity among prospective new users. This encourages them to learn more about crypto, and interests them to enter the space,” explained Subramaniam adding that the brand is also looking to form new brand alliances to enable the users.

    According to the crypto platforms, the interest in dealing in the new asset class is definitely increasing among Indians.

    To put it in perspective, India today ranks second in terms of crypto adoption worldwide, ahead of countries such as the US, UK, and China, according to the 2021 Global Crypto Adoption Index by blockchain data platform Chainalysis. This is chiefly led by crypto adoption in the smaller towns of India. Currently, active crypto users in the country are around 15 million with the number of blockchain startups going up to over 300 in the current year.

  • Fintech invests in branded content to reach Gen Z and millennials

    Fintech invests in branded content to reach Gen Z and millennials

    Mumbai: Fintech brands are looking at the massive influx of Gen Z and millennial retail investors as an opportunity to create awareness about their products. As awareness about the securities market in India remains comparatively low compared to markets like the US, brands are choosing educational content to create brand recall.

    The Indian financial markets saw unprecedented retail participation between April 2020 and January 2021. The securities and exchange board of India (SEBI) reported that 1.4 crore new demat accounts were opened in FY 2020-21. The total number of demat accounts as of March stands at 5.5 crore which means that a fifth of the total demat accounts was opened in the last financial year.

    “The capital markets have grown tremendously as well and retail participation has increased. According to Central Depository Services Ltd, (CDSL), in the first six months of the lockdown only, there was also a 20 per cent rise in demat accounts. So, definitely, there is a huge interest and appetite for learning about the financial markets especially given the slowdown in placements and the job market,” said iProspect India, chief executive officer, Rubeena Singh.

    There was a surge in interest in all forms of wealth creation, as crores of people, lost their jobs. Unlike before, this time new investors had access to a vast trove of information on stocks, IPOs, mutual funds, cryptocurrencies, and other asset classes. Their decision-making is influenced not by a financial advisor but rather by influencers on YouTube.

    “There has been a spike in the volume of content created as the consumer interest in these (fintech) products has increased. However, more video and less text content are being consumed and thus, created. So, brands are looking to create short-form video content in a scalable way that is also cost-efficient. They are also integrating with existing shows, partnering with original content and content creators,” remarked Singh.

    A bevy of brands have made it their personal mission to educate these young investors about credit, securities, crypto and help them make smart decisions. This creates a halo effect around the brands, as well as drive their marketing agendas to appear as category leaders in their space. Brands like Upstox, CoinSwitch Kuber, CoinDCX, Cred, and PhonePe are investing in content creation on their own platforms as well as strategic associations with key influencers and media platforms to remain visible.

    The banking and finance, mutual fund, insurance, and cryptocurrency players are the most prominent when it comes to media partnerships as they are not only trying to grow their brands but also the entire category.

    For example, cryptocurrency platform WazirX partnered with business news channel CNBC TV18 to develop an education programme that lays emphasis on crypto emerging as a mainstream asset class. Similarly, competitor CoinSwitch Kuber partnered with NDTV for a similar content partnership.

    “The cryptocurrency market is attracting almost everyone. While almost 50 per cent of the users on the platform are below 28 years of age, we have been witnessing a lot of traction from senior citizens and users above 45 years of age. Investors from smaller cities in India are also getting into crypto. Around 60 per cent of the investors come from Tier II and Tier III cities of India” observed CoinSwitch Kuber, chief business officer, Sharan Nair.

    “CoinSwitch Kuber is actively collaborating with local newspapers, media and influencers to educate and inform investors about the new assets. Kuberverse, a free educational resource available on the platform, is also contributing to this goal. Also, the ease of usage of the platform adds to our advantage and attracts users in large numbers,” he added.

    Brands are looking at content integrations and partnerships as this educational content will continue to garner views, long after it has been created by the next generation of investors. Singh admits that money being spent on digital is far less than traditional channels, however, that needs to change with the consumption pattern. “Brands are spending about Rs 75 lakh to Rs 1 crore to create educational content. Integration in a video or partnering with one episode of a large IP may cost around Rs 25 lakh to 50 lakh,” she noted.

  • The Economic Times launches ETMarkets Crypto Corner

    The Economic Times launches ETMarkets Crypto Corner

    Mumbai: The Economic Times digital team has launched ETMarkets Crypto Corner, presented by CoinSwitch Kuber, to bring awareness around cryptocurrencies as an asset class and guide readers on the regulatory compliance and norms that might be on the anvil.

    The digital platform will bring a multi-format experience leaning on data, text and audio-visual formats to immerse readers in all things related to cryptocurrencies. “The team of reporters from Economic Times and experts from CoinSwitch Kuber will endeavour to break down jargons, bring simplicity to a subject that is notorious for its complexities, taking care to alert readers on every regulatory or legal change that may affect their wealth,” said the statement.

    “Crypto has been gaining massive momentum and the demand for it is only getting stronger in India, and globally. However, there is a shortage of relevant and verified information on this asset class,” said CoinSwitch Kuber, chief executive officer, Ashish Singhal. “As India’s largest crypto investment platform, we thought it would be a good start to get the right message across. Being India’s go-to destination for news and views on financial markets, ETMarkets’ extensive reportage on the crypto market will help new and seasoned investors make an informed choice.”

    “At ETMarkets, we believe in serving our readers with the best possible vantage point to understand and invest in an asset. Be it the ripe old ones, or the new emerging asset class. We have a meticulous approach to our reporting that is married with a clear line of thought on ‘what’s in it for me’ analysis for each investment opportunity,” stated The Economic Times Digital, business head, Sanjeev Kumar.

     

  • NDTV and CoinSwitch Kuber announce strategic content partnership

    NDTV and CoinSwitch Kuber announce strategic content partnership

    Mumbai: NDTV and CoinSwitch Kuber have announced a strategic partnership for content in the cryptocurrency space.

    The partnership will see NDTV launch exclusive crypto destinations on gadgets360.com, ndtvprofit.com, and ndtvindia.in and a brand-new show every alternate weekend on the TV news channels NDTV 24X7 and NDTV India.

    The cryptocurrencies trading market has gone mainstream. More people are evaluating this asset class and there is a demand for credible and accurate information, said the statement. “Through this partnership, CoinSwitch Kuber seeks to address this demand by combining its domain expertise with NDTV’s credibility,” it added.

    “All of us at NDTV are excited about this terrific new partnership with CoinSwitch Kuber. Cryptocurrency is a big and complex space to explore – and we will report on it with the rigor and credibility that NDTV is known for,” said NDTV Convergence head, Suparna Singh. “Our digital and on-air teams will work together to bring the latest cryptocurrency news and trends to an Indian audience. Young Indians are so invested in this space – and we look forward to giving them all the information they’re looking for, as also to engaging a broader audience that may not know much about this area but wants simple explainers and a clear picture of what has become a whole new way of trading.”

    “Crypto has seen exponential growth over the last decade, and the sentiment is only getting stronger,” said CoinSwitch Kuber co-founder and chief executive officer, Ashish Singhal. “Every day lakhs of users are becoming first-time crypto investors, both from metros as well as the remotest corners of the country. As India’s leading crypto investment platform, it is our responsibility to provide users access to relevant information regarding this asset class. NDTV being one of India’s leading media houses will help us get our message across to everyone – from beginners to seasoned investors.”

    The content will be available across all NDTV platforms including its massive social media communities.

  • Around 45% of our investors come from smaller cities: CoinSwitch Kuber’s Ashish Singhal

    With an investment of one billion $ from over ten million Indians, the cryptocurrency sector in the country can no longer be termed a niche. As awareness about this emerging asset class increases, it’s catching the fancy of an increasing number of traditional-minded investors looking to diversify their investments, despite the industry lacking a clear regulatory framework. India has generally held a cautious approach towards use and transactions involving digital currencies, but it recently assured crypto stakeholders that there will not be any blanket ban on it. There are even indications that a new bill spelling out a regulatory framework for digital currency is on the cards.

    Emerging cryptocurrency platform CoinSwitch Kuber that calls itself “Your friendly crypto app to buy, sell & store cryptos” is out to familiarise Indians with this new dimension of fintech. Founded by a team of techies from Amazon, Microsoft, and Zynga, the Bangalore-based startup claims to be the fastest-growing crypto exchange in India hitting “seven million users on the platform, within a year of its launch”. It was also the first brand in the Indian crypto space to launch an extensive campaign to bring the conversation around cryptos to the centrestage, with its ‘Trade Kar Befikar’ campaign.

    IndianTelevision.com’s Anupama Sajeet spoke to CoinSwitch Kuber CEO & co-founder Ashish Singhal to understand the Indian crypto industry and the platform’s USP. Singhal shared insights on the demographic profile of the average crypto investor and how the brand plans to connect with potential users. He also discloses how their main challenge remains to educate and arm users with the right information about cryptocurrencies.

    Edited excerpts:

    On reaching out to potential investors

    As leaders in this space, we are committed to providing investors/ potential investors with the right information about cryptocurrencies, clarifying their most common doubts, and explaining how they can safely invest in this new asset class. We recently launched a host of initiatives including video campaigns, ads on Disney+Hotstar, partnerships with OTT platforms like TVF. Along with this, we are also revamping the content on our blog KuberVerse and YouTube channel to educate our users about crypto, investing, and blockchain. We have increased the usage of infographics in our communication for easy understanding and have tried to incorporate vernacular content as well. To educate and update them, we regularly create relevant content in the form of blog posts in English and vernacular languages, visual content in the form of graphs and charts as well as videos that can help them understand the crypto world better.

    On the demographic profile of the typical Indian crypto trader/ investor

    To give you a sense of the user demographics, the majority of the users on CoinSwitch Kuber are between 18 and 35 years of age. But it is interesting to note that we have been witnessing a lot of traction from senior citizens and users above 45 years of age. Even people from Tier-2 and 3 towns have hitched onto the bandwagon with crypto. As much as 45 per cent of our users come from small cities.

    On CoinSwitch Kuber’s USP

    The primary thought behind launching CoinSwitch Kuber was to simplify crypto investments for Indian retail investors. We want to make crypto investing as easy as ordering food on Swiggy. There are many crypto exchanges in India designed to cater to traders with pro features. However, over 90 per cent of crypto buyers in India are retail investors. They just need a simple way to buy, sell and hold cryptocurrencies at the best rate and that is what we offer. That’s where we make a difference.

    On the aim behind the ‘Trade Kar Befikar’ campaign

    With ‘Trade Kar Befikar’, the aim was to showcase how it is a smart move to invest early in cryptocurrencies. Crypto has been the fastest-growing asset class of the last decade and the momentum is only growing stronger now. Through the ad campaign, we hoped to amplify this message to millions of young and upwardly mobile Indians. The response to it was great. The ad campaign, coupled with the simplicity of the platform, resulted in our user registrations going up by four times.

    On the marketing plans for the current fiscal

    We are exploring multiple avenues to attract user attention and educate them about crypto.

    We would primarily focus on:

    Ø Understanding users, about their needs and how their needs are evolving.

    Ø Unique campaigns that would get mainstream attention, as mutual funds or stocks do.

    Ø Engaging with thought leaders in the finance space.

    Social media-led influencer marketing will be important for us.

    On offsetting investor fears around the recent crash of Bitcoin prices

    Like we always say, user education and awareness is the key. Investing in cryptocurrencies is similar to investing in any other asset class and one should invest basis their risk appetite. Volatility is natural in any emerging asset class, it is a part of market-making. Look at gold for example, and how it started.

    On the uncertainty around the government policy on cryptocurrencies & the regulation

    When regulated, crypto has the potential to immensely contribute to the Indian economy and we are hopeful that the regulators are taking cognizance of this fact. The need of the hour is to regulate the industry and unlock entrepreneurship and innovation in this field. We cannot afford to be left behind in a domain that will foster major innovation in the internet space in the times to come. Investors across the globe trust the Indian government and regulators to make the right decision and are therefore funding the best teams in the space.

    On being future-ready & on the challenges he foresees in the Indian crypto-space

    User awareness and education have been & will remain the foremost challenge for the crypto industry in India. We are working to solve this in various ways, as mentioned before. We are also looking to build on top of our current product stack by introducing several new features soon.

  • Brands ride high on the Crypto wave sweeping India

    Brands ride high on the Crypto wave sweeping India

    MUMBAI:Bitcoins and Cryptocurrencies have garnered a lot of buzz and popularity of late, dominating conversations globally. While it carries its own set of complexities like any other new technology, the digital asset has drawn increasing attention from the investors, customers, developers, and regulators.

    Yet, the intangible nature of cryptos has led many to believe that they do not have real value and that investing in cryptos is quite complicated. Some are unaware that one can purchase Bitcoins in fractions also, and that there are crypto exchanges that allow their users to buy Bitcoin with a minimum investment of just ₹100.

    To dispel such doubts in users’ minds, leading crypto exchange firms, CoinSwitch Kuber and CoinDCX have recently released ad campaigns aiming to position Bitcoin as a serious investment asset for the masses. The Cryptocurrency exchange space, which works in a similar way to the stock market where an investor can buy, sell or hold the cryptocurrencies, has seen these start-ups -WazirX, BuyUCoin, CoinSwitch Kuber, CoinDCX emerge, making it simpler for investors to buy and sell cryptos.  

    CoinSwitch Kuber, which was also the associate Sponsor for the 14th edition of the Indian Premier League (IPL) on the Disney-Hotstar platform April, released a three-film campaign during the event to cash in on the league’s popularity. With this rollout, it became the first brand in the Indian crypto space to launch an extensive campaign to bring the conversation to the center stage.

    Created by Nihilent, the ‘Trade Kar Befikar’ campaign consisted of three interconnected ad films that humorously represent an expectant couple’s journey through the birth of their baby and how investing in cryptocurrency could help them achieve their financial goals. 

    All three films feature actor Kunaal Roy Kapur hilariously donning multiple roles of the curious father-to-be, mom-to-be, doctor, and even the baby! The dad-to-be voices out loud several doubts that a new user would have about trading over the crypto exchange.  

    “With Trade Kar Befikar campaign, we aimed to showcase how it is a smart move to invest early in cryptocurrencies. Crypto has been the fastest-growing asset class of the last decade and the momentum is only growing stronger now. As a result of our campaign, our registrations went up by 4X”, CoinSwitch Kuber CEO and co-founder Ashish Singhal told IndianTelevision.com.

    The Indian Crypto market has flourished since the onset of Covid, CoinDCX CEO & co-founder Sumit Gupta recently told a publication, adding that the growth in trading volume from April 2020 to April 2021 has been incredible. CoinDCX has launched a digital campaign #BitcoinLiyaKya, with humorous storytelling and positioning top global cryptocurrency Bitcoin as the latest must-have investment asset for all.

    The ad film shows a royal Prince who can’t stop bragging about his numerous assets and purchases. While he goes on and on about his acquisition of lands, villages, and even a hill opposite his palace, his pride is stumped by a simple question “Bitcoin Liya kya?”. The film cheekily and aptly relays the point that no matter what your assets may be, it would not be enough until you buy a Bitcoin in today’s times!

    With prices of cryptocurrencies like Bitcoin skyrocketing over the past year, the transaction of cryptocurrencies in the country have already shot up as much as 30 per cent in volumes during the pandemic. More youngsters or first-time investors are looking to invest in cryptocurrencies in India. More retail investors are also interested in dipping their toes in the market, with many renowned investors funding many fintech start-ups to build the crypto space.