Project Overview & Objectives

The #TryCrypto campaign aimed to demystify cryptocurrency for mainstream Indian audiences and drive new user signups with confidence. It was a branded awareness + education push from CoinDCX to encourage first-time crypto users to experiment, learn, and trade. Key goals:

• Reduce intimidation / knowledge gap for prospective users

• Increase signups, app installs, and trading activity

• Position CoinDCX as the “gateway” for everyday users to crypto

• Leverage cultural moments and mass media channels

My Role & Leadership

• Defined campaign positioning and narrative: “Try crypto, safely.”

• Oversaw multi-channel rollout: TV, digital, outdoor, influencer, content marketing.

• Managed creative ideation, brand assets, video content.

• Directed performance tracking, attribution, optimization across channels.

• Coordinated partnerships with media houses, influencers, cultural touchpoints (IPL, mainstream channels).

Metrics & Outcomes

• Brand awareness uplift: The campaign generated significant visibility, TV + digital reach across major metros.

• User acquisition: There was a surge in app downloads & first-time deposits during the campaign windows (you can plug real numbers here).

• Engagement / retention: Users brought in during the campaign had above-average retention compared to baseline.

• Media traction: Features by crypto / mainstream media referring to #TryCrypto as a notable push in India’s crypto narrative.

• Cost efficiency: Successful channels had good ROI vs. spend (CPM / Cost per acquisition).

Key Learnings & Playbook Insights

• Education + trust go hand in hand: campaigns that teach “how-to” will lower barriers and boost conversion

• Use mass media to legitimize: TV, outdoor, OTT help transcend crypto echo chambers

• Experimentation matters: test formats, creatives, messaging, then double down

• Connect with culture (IPL, Bollywood, sports) to reach non-crypto audiences

• Attribution tracking and layered funnels (impression → awareness → app → KYC → trade) is critical