CoinSwitch has rolled out a campaign ‘Switch to Coinswitch’, to drive crypto adoption. 

Conceptualised by The Script Room, the ad films tackle two main obstacles preventing people from investing in crypto: the fear of volatility and the perceived complexity of crypto. The films aim to address these concerns effectively. 

The first ad (above) features a thief navigating through security laser lights in a museum, symbolising how people perceive investing in crypto as challenging and risky. However, the narrative then shifts to the same character comfortably investing in crypto on CoinSwitch from her bed, highlighting the simplicity and ease of the process.

The second film follows a similar storyline, depicting a man in a boxing match to represent the intimidating nature of crypto investments. The scene then transitions to the protagonist relaxing on his couch at home, effortlessly buying cryptocurrency, emphasising the user-friendly experience of the app.

What we think about it: Its creative approach, timely execution, and potential impact on the investment landscape makes it a compelling ad film. The films storylines effectively communicate that crypto investing can be simple and accessible.

Balaji Srihari, business head, CoinSwitch, said “With the approval of ETFs, crypto has achieved significant institutional acceptance globally, attracting even traditional asset managers like BlackRock and Fidelity and solidifying its position as a valuable asset class. Now, more than ever, it is crucial for investors to understand crypto and its fundamentals. We are launching this campaign to demonstrate that crypto assets can be a part of Indian investors' diversified portfolio."

The campaign is on air during the UEFA Euro Cup 2024 on Sony Liv.