Mumbai: CoinDCX, a reliable cryptocurrency exchange, has entrusted its comprehensive digital brand and performance marketing mandate to PivotRoots, an integrated digital agency and part of Havas Media Network India. The account, won after a rigorous multi-agency pitch, will be managed by PivotRoots’ Mumbai office.
In this partnership, PivotRoots will drive CoinDCX’s efforts to expand the crypto category in India, build robust brand presence, and achieve significant user acquisition and retention.
“CoinDCX is thrilled to collaborate with PivotRoots to drive growth across our key markets in India and the Middle East. We were deeply impressed by PivotRoots’ integrated approach and strategic expertise,” said Prashant Verma, Chief Growth and Marketing Officer at CoinDCX. “We’re confident that this partnership will elevate our brand presence, foster stronger engagement with our audience, and unlock crypto adoption in India and the MENA region.”
CoinDCX, with a vision to become the global go-to crypto trading platform, recently expanded internationally by acquiring BitOasis, MENA’s leading virtual assets trading platform. Through this partnership, CoinDCX aims to further enhance its brand visibility, grow its user base, and strengthen India’s position in the global cryptocurrency market.
Shibu Shivanandan, CEO of PivotRoots, expressed his enthusiasm, saying, “Despite regulatory challenges, India’s crypto market is thriving. With our proven expertise in data-driven digital strategy, we’re excited to join CoinDCX in their journey to make crypto accessible and mainstream in India and beyond.” He added, “Our first campaign with CoinDCX marks an exciting beginning, where we’re focused on creating genuine connections with India’s crypto-curious audience. By leveraging strategic insights and creative touchpoints, we aim to position CoinDCX as the go-to platform in the evolving crypto landscape.”
Campaign Highlights
Brand Ambassador Gautam Gambhir: CoinDCX introduced former cricketer Gautam Gambhir as the face of its campaign, under the tagline “India ka Crypto Coach.” The campaign aligns with CoinDCX’s mission to democratize crypto investments in India by delivering an educational and aspirational message to the crypto-curious audience.
Marquee Sponsorship: CoinDCX served as the on-ground associate sponsor for the India vs. South Africa cricket series, delivering live activations starting November 8. The campaign achieved high visibility through Connected TV (CTV), mobile platforms, and strategic media buys across multiple channels.
360-Degree Media Blitz: The campaign spanned digital, print, television, and outdoor platforms with key highlights including:
- Topical Ads During Maharashtra Elections: Ads leveraging trending election-related searches seamlessly integrated CoinDCX branding into relevant narratives.
- X (formerly Twitter) Spotlight: A high-impact one-day exclusive ad placement optimized for engagement.
- Digital Media Dominance: Ads appeared on top financial news platforms like Moneycontrol, The Economic Times, Mint, and lifestyle platforms such as Glance, Uber, and Swiggy.
- Print & Television: Targeted business audiences through print in The Economic Times and Mint, and business news channels like CNBC TV18 and Zee Business.
- Content Creator Collaborations: Engaged influencers like Raj Shamani and Investographer to amplify CoinDCX’s message, including an exclusive interview with CEO Sumit Gupta.
This collaboration between CoinDCX and PivotRoots signals a significant step toward expanding cryptocurrency adoption in India. Together, they aim to make crypto a mainstream financial asset through education, empowerment, and accessibility, setting a new benchmark in the evolving crypto ecosystem.
