Mumbai: The Script Room, a writers’ hub, and a bespoke audio-visual creative agency has developed and executed CoinSwitch Kuber’s ‘Kuch Toh Badlega’ Campaign with Bollywood superstar and youth icon Ranveer Singh. Planned around the cricket season, Kuch Toh Badlega comes as a set of three films slated to go on air around the IPL & T20 World Cup. The films will also be released digitally.
While the central objective of the campaign is to create a positive awareness around Bitcoin and positioning CoinSwitch Kuber as a premier crypto trading platform, Kuch Toh Badlega also attempts to simplify the overall understanding of cryptocurrency for investors and that it should be adopted if one needs to challenge status quo to better one’s financial well-being.
As seen with the first two films, Ranveer Singh is in his much-loved Gully Boy avatar, delivering hard-hitting & true-to-life rap songs. All three films carry the brand message through a slice-of-life setting where Ranveer is seen advising his gang by rapping the benefits of Bitcoin investment through Coinswitch Kuber and challenging status quo to initiate growth.
Speaking about the campaign, Ramsam, Co-founder, The Script Room said. ”The world of crypto remains largely unexplored. There is still a lot of skepticism 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 its 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”
Swati Pincha, Head of Growth at CoinSwitch, said, “It is an exciting time to be in crypto and the onboarding Ranveer Singh is one of the many steps we are taking to reach out to the millennial audience. Kuch Toh Badlega taps into the popularity Ranveer enjoys, and in essence, is a war cry to get Indians to join the crypto revolution. The enthusiasm Ranveer exudes is the attitude we are trying to infuse into the young crypto ecosystem. We also believe Ranveer’s authenticity will help instill trust into this new asset class and encourage wider acceptance and understanding. We want to give the opportunity to millennials and Gen Z consumers to make money and work towards financial well-being equal for all through crypto.”
CoinSwitch Kuber aims to create recall and awareness of crypto among audiences of all age groups while continuing to focus on the millennial and Gen Z audience, who in turn play a significant role in influencing the more mature generations.