PivotRoots wins digital brand & performance marketing mandate for CoinDCX
CoinDCX, one of India's leading crypto exchange, has entrusted its comprehensive digital brand and performance marketing mandate to PivotRoots, one of India’s leading integrated digital agency and now a part of Havas Media Network India. This win follows a rigorous multi-agency pitch and will be managed by PivotRoots' Mumbai office. In this new partnership, PivotRoots will spearhead CoinDCX's efforts to grow the crypto category in India and build a robust brand presence while driving substantial user acquisition and retention.
“CoinDCX is thrilled to collaborate with PivotRoots to drive growth across our key markets in India and the Middle East. We were deeply impressed by PivotRoots' integrated approach and strategic expertise,” said Prashant Verma, Chief Growth and Marketing Officer at CoinDCX. “We’re confident that this partnership will elevate our brand presence, foster stronger engagement with our audience, and unlock crypto adoption in India and the MENA region.”
CoinDCX, aiming to become the go-to crypto trading platform globally, recently bolstered its international expansion with the acquisition of BitOasis, MENA's leading virtual assets trading platform. With this partnership, CoinDCX is poised to enhance its brand visibility, expand its user base, and further elevate India's position in the global cryptocurrency market.
Shibu Shivanandan, CEO of PivotRoots, also shared his enthusiasm for the partnership, “Despite regulatory challenges, India’s crypto market is thriving. With our proven expertise in data-driven digital strategy, we’re excited to join CoinDCX in their journey to make crypto accessible and mainstream in India and beyond.” Shibu added, “Our first campaign with CoinDCX marks an exciting beginning, where we’re focused on creating genuine connections with India’s crypto-curious audience. By leveraging strategic insights and creative touchpoints, we aim to position CoinDCX as the go-to platform in the evolving crypto landscape.”
Campaign Overview:
CoinDCX returned to the spotlight after a two-year hiatus, dominating platforms during the India vs. South Africa T20 series in South Africa
- Gautam Gambhir as the brand ambassador: The campaign introduced former cricketer Gautam Gambhir as CoinDCX's brand ambassador under the tagline “India ka Crypto Coach.” Designed to resonate with India’s rapidly growing crypto-curious audience, the campaign delivered an educational and aspirational message, aligning with CoinDCX’s mission to democratize crypto investments in India.
- Marquee Sponsorship: CoinDCX served as the on-ground associate sponsor for the India vs. South Africa cricket series, reaching millions of viewers with live activations starting November 8. The campaign further amplified its reach and engagement by driving a high share of voice among elite users through targeted advertising on Connected TV (CTV) and mobile platforms, leveraging strategic media buys across multiple channels.
- 360-degree media blitz across digital, print, television, and outdoor platforms, featuring the following core elements:
- Topically leveraged Maharashtra Elections: Contextual ads were seamlessly crafted using trigger words frequently searched during the Maharashtra elections. These ads, placed across various news platforms, integrated CoinDCX’s branding into trending and topical narratives, ensuring relevance and engagement.
- X Spotlight: A high-impact ad placement on X (formerly Twitter), optimized for reach and engagement. This one-day exclusive property amplified CoinDCX’s brand message to deliver maximum visibility within a short timeframe.
- Digital Media Dominance: CoinDCX established a powerful presence on several top business and financial news sites, including Moneycontrol, The Economic Times, Mint, along with popular news aggregators like Inshorts among others. Additionally, strategic placements on utility and lifestyle platforms such as Glance, Uber, Truecaller, and Swiggy to help maximize visibility.
- Print and Television: CoinDCX will reach business audiences through print advertisements in The Economic Times and Mint. The television presence included prominent business news channels such as CNBC TV18, ET Now, Zee Business.
- Strategic partnership with content creators like Raj Shamani and Investographer, India's first retail investors community, to interview Sumit Gupta, CEO, CoinDCX on his journey to becoming India’s largest crypto currency exchange.
This collaboration between CoinDCX and PivotRoots marks a significant step in broadening the reach of cryptocurrency in India and fostering greater understanding and adoption among the public. With this partnership, CoinDCX aims to set a new benchmark for crypto education, empowerment, and accessibility, making crypto a mainstream financial asset for Indians.
Marketing
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