CoinSwitch Kuber's interactive 'Crossword' in newspaper aims to raise crypto awareness

CoinSwitch Kuber released an interactive print communication to encourage people to research before investing in crypto assets.

The Crypto unicorn partnered with Flux@The Glitch, the content vertical at The Glitch of VMLY&R, to design and conceptualise a one-of-a-kind communication — A full-page crossword comprising questions around the basics of crypto investing and blockchain technology to urge readers to find the correct answers before they download the CoinSwitch Kuber app.

As Crypto continues to gain popularity as an emerging asset class investment in India, CoinSwitch Kuber is making sustained efforts to educate more and more Indians to make informed investment decisions.

Flux@TheGlitch, a digital-first agency, combined the functionality of a QR code with the interactivity of a crossword to create crypto awareness among readers with this 'scannable and playable' print communication.

Rahul D'cruz

Rahul D'cruz, Associate Creative Director at Flux and the creative lead on the account, said, "We wanted to change the way people looked at crypto. We didn't want them to not buy coins because everybody else was buying them but because they understood how it worked and saw the benefit of trading. And for that, education was very important. Moreover, it was imperative that this education didn't come across as another piece of passive content but actually made people think before they started trading."

Varun Mundra

Varun Mundra, Director – Business and Client Relations of Flux, said, "This concept is a testimony to the medium agnostic thinking that the team has put together in order to bring newspapers alive with seamless interplay of crosswords and the QR code. To be able to educate, engage in the manner the audience prefers and take them onto digital is what makes this idea great".

Sharan Nair

Sharan Nair, Chief Business Officer at CoinSwitch Kuber, said, "The interactive Crypto crossword ad is yet another proactive step towards our continuous efforts to raise awareness about Crypto asset investing in India and build a prosperous ecosystem that users and regulators can trust. We aim to help more and more Indians make an informed investment decision while making crypto investing as simple as ordering food online. Our latest print ad urges readers to put on their thinking cap and start their Crypto investing research with CoinSwitch.co."