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.