Bangalore: As one of the earliest cryptocurrency exchanges in the country, ZebPay has been helping India invest in crypto since 2014 through its simple, secure and seamless trading platform. With the launch of a multi-film campaign conceived by Lowe Lintas Bangalore, ZebPay aims to build further awareness and establish a differentiated positioning for the brand as ‘Crypto Mein Pro’.
The crypto space in India has been quite abuzz after the recent crypto-related developments seen during Budget 2022 and has spiked interests from traders and investors across the country. Cryptocurrency exchanges have been trying to attract customers with promises of great returns, celebrity endorsers, etc. The communication narrative of this industry seems skewed towards category noobs, alienating the needs of those who are serious about financial growth with crypto. While investing in crypto is still being perceived as a quick financial fix, it is actually a serious business that requires focused expertise and partnership. Lowe Lintas has used this insight to highlight ZebPay as ‘Crypto Mein Pro’ and tap into the brand’s inherent strength.
Raj Karkara, Chief Operating Officer, ZebPay said, “Crypto is relatively nascent and while many players tend to oversimplify this complex category in their communications, we believe India deserves better. As pioneers of crypto in India since 2014, our goal is to educate, support and enable investors as they navigate this rapidly evolving ecosystem. This is reflected in our latest campaign and brand position ‘Crypto Mein Pro’, where instead of glamorising the category by using celebrity endorsements along with callouts such as ‘simple hain’ or ‘start with only Rs. 100’, we chose to take a more mature stand. By showcasing our deep industry expertise built through years of experience, we seek to communicate the importance of choosing the right partner that is as serious about investing in crypto as our users are.”
The campaign films shot by Nirvana Films are nuanced with subtle humour and play out office situations to show how people at ZebPay know nothing else other than Crypto – not even about the Vicky-Kat pictures, or Virat stepping down. In fact, at ZebPay they consider their own crypto genius employees as celebrities who could endorse the brand and use crypto jargon as words while playing Scrabble at work. All these scenarios highlight ZebPay’s expertise as they live and breathe crypto. The print campaigns take forward the same idea in more detail.
Commenting on the creative thought behind the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas said, “The world of crypto is very new and very interesting. One thing that stood out was how into crypto Zebpay was and we felt that there was an idea here itself. The launch campaign of ‘Crypto Mein Pro’ highlights how passionate and knowledgeable Zebpay is when it comes to crypto with a humorous take.”
ZebPay’s integrated creative campaign will bring alive the core brand promise across television, radio, print and digital mediums in multiple languages and formats.
Client: Raj Karkara, Rohit Machado, Neha Sawant
Creative: Sagar Kapoor, Kishore Mohandas, Arpan Bhattacharyya, Lohith Chengappa, Sukumaran N, Avisruti Sarkar, Pradeap Krishnan
Account Management: Sonali Khanna, Bhupender Agarwal, Somali Bhowal
Planning: Kishore Subramanian, Saumya Chattopadhyay, Prashanth Murthy
Production House: Nirvana Films (Director: Kishore Iyer)