Making a new asset class impossible to ignore.

Crypto in India didn’t have an awareness problem — everyone was talking about it. It had a legitimacy problem. For everyday Indians, the category still felt risky, opaque and slightly disreputable. The job was to move it from ‘talked about’ to ‘trusted enough to try.’

Created and executed a mass-reach campaign that leaned on culture, celebrity and simplicity — anchored by the Ranveer Singh partnership — to make crypto investing feel accessible and legitimate to everyday Indians, not just early adopters.

Helped CoinSwitch Kuber cement its position as a category leader during one of the most significant growth moments in India’s crypto story — the kind of mainstream legitimacy that advertising spend alone can’t buy.