Crypto platform CoinSwitch Kuber, has launched a campaign titled ‘Kuch Toh Badlega’ (something will change), featuring its newly appointed brand ambassador, actor Ranveer Singh. Conceptualised by The Script Room, the film aims to leverage Singh’s appeal to the Gen Z and millennial customers, to create crypto awareness and trust in India.
Singh will feature in three ad films for CoinSwitch Kuber’s ongoing campaign, which highlight the possibility of change that one has, by entering the crypto world. The current one shows a Singh talking to his friends about getting a bitcoin using CoinSwitch in his gully boy accent. On hearing this, one of his friend’s raps about how he doesn’t understand the crypto world, which is confusing to him. Singh then calls him closer and shows him the app, assuring him that it is nothing but simple.
Each of the ad films will convey a different key trait of the CoinSwitch Kuber platform.
Ashish Singhal, co-founder and CEO, CoinSwitch Kuber, said, “We are excited to have Ranveer Singh join us as our brand ambassador. 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. By featuring Ranveer Singh in our campaign, we are tapping into the significant interest we have witnessed from tier 2 and tier 3 cities. 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.”
Ramsam, co-founder, The Script Room, said, ”The world of crypto remains largely unexplored. There is still a lot of scepticism surrounding it. The adopters seem to be the more adventurous. While we wanted to invite a larger set of users we still wanted to keep it new age and not fall into the traditional codes of advertising to gain that trust. Ranveer was that right balance of adventure and credibility. We saw a great refreshing opportunity in pitching it in this world of him and his gully boys. This is our fastest campaign ever. From cracking it to getting it approved and getting Ranveer on board, everyone involved didn’t take much to be convinced. We’re pretty excited with the outcome.”