Four months of crypto education during India's most uncertain regulatory window.
CoinSwitch Kuber was six months into its India journey when the brief came. 2M users, 500% MoM growth, 90% of buyers retail. The harder context was the policy backdrop. The Supreme Court had lifted India's crypto ban the previous March. What came next was open: a legal framework, more restrictions, or another reversal. The work had to teach without promising the law would hold.
We chose long-form education over flash. The roster was 25 creators across Finance, Tech, Vlog, Motivation and Facts, working in Hindi, Malayalam and Telugu. The 4-month run overlapped COVID's volatility and a regulatory grey zone. The work didn't sell crypto. It taught how to safely invest in it.
Educate Indian audiences about safe crypto investing during a period of regulatory uncertainty (October 2020 – January 2021).
4-month YouTube-led campaign with 25 creators across 3 languages (Hindi, Malayalam, Telugu) and 5 categories (Finance, Tech, Vlog, Motivation, Facts).
We held creative and category nerve during a window when most agencies wouldn't touch crypto. The growth is the receipt.
The original scout
