Trade, Worry-Free Even During The Most Stressful Moments.
Challenge
How do you legitimise a crypto exchange in a country where the collective emotional response to the category is that of uncertainty?
This was the challenge put before us by CoinSwitch, a newly minted homegrown crypto exchange in India.
Insight
The regular Indian was uncertain of trading in crypto simply because he or she didn’t know enough about it. We realised that before we started talking about the benefits of the product, we had to clear the concerns of millions while establishing the trust in the category.
Idea
We created “Trade Kar, Befikar” (Trade, Worry-Free) was the platform to tackle the most FAQs of those who were sitting on the fence when it came to crypto-trading. Each film handled the most-pressing issue through an expecting father who was stressed about the finances that were to meet him in near future.
Execution
Released during the Indian Premier League, the campaign consisted of three comedic digital films and a social media campaign. Trade Kar, Befikar propelled brand’s subscriber base from 3 Million to 8 Million subscribers within 90 days.
Brand
CoinSwitch
Campaign
Trade Kar, Befikar
(Trade, Worry-Free)
Agency
HyperCollective
Role
Executive Creative Director & Writer