Job file 0042 / Finance

We made buying Bitcoin a thing you could brag about.

Client: , a national cryptocurrency exchange. The brief was adoption — get an entire country that did not understand crypto to download the app and buy some.

Award winner

Results

Three months
May – July

App downloads: 3,000,000+
Impressions: 11,665,500
Reach: 9,940,000
Engagement: 138,275
Mentions: 74,000
Follower growth: 69,257

The brief

Sheet 01

Four objectives, all of them hard at once:

Accelerate crypto adoption across India.
Establish the brand and its product offering.
Educate a population that mostly thought crypto was a scam.
Become the default platform for trading and investing.

Category convention said the answer was education. Explainer videos, jargon glossaries, a friendly mascot walking you through a wallet. Every competitor was already making exactly that, and none of it was moving downloads, because nobody wakes up wanting a lecture on distributed ledgers.

The problem was never that India did not understand crypto. It was that India did not want it yet.

← so we stopped teaching and started provoking

The insight

Sheet 02

People have always flaunted their assets. The assets just needed updating.

Indian status is asset-shaped and always has been — the car, the watch, the plot of land, the gold. We did not need to explain cryptocurrency. We needed to file it in the same drawer as everything else people already show off.

So the whole campaign became one question, asked in the country’s own slang, in the tone one friend uses to puncture another’s bragging:

It works because it is not an ad line. It is a taunt. And a taunt gets repeated for free.

What we made

Sheet 03 / Schedule of work

Deliverables produced for the campaign
Ref	Deliverable	Channel
001	Three brand filmsOver-the-top DVCs holding the tonality of the slang: a protagonist interrupts someone mid-flaunt to ask the question.	Broadcast + digital
002	Meme engineCultural moments converted same-day into relatable, funny, shareable formats. Volume, not polish.	Social
003	Topicals and reelsEvery trending format taken and reshot in the brand’s voice while it was still trending.	Social
004	Title sponsorship, India vs Sri Lanka T20In a country where cricket is close to religion. The logo went on the jersey.	Sport
005	Chess Super League collaborationWith , aiming the brand at a young audience already interested in strategy and probability.	Creator
006	100+ influencer programmeAcross tiers and languages. included, which surprised everyone including us.	Creator
007	Financial literacy seriesWalkthrough videos and the “Pehchan Coin” format — the education finally landed, because it arrived after the curiosity.	Owned
008	Earned press programmeFeatured across the marketing and business trade, unpaid.	PR

What it proves

Sheet 04

Three million downloads did not come from explaining a technology. They came from finding the thing people already wanted to feel and attaching the product to it.

That judgement is the part no model makes for you. Everything after it — the hundred meme variants, the platform resizes, the language versions, the weekly reporting — is exactly the grind that AI now absorbs, and exactly what an agency used to bill a junior team’s year against.

How that split works in practice →

Recognition

Won a Mommy award for the campaign.

Judged by people, for work made by people, before anyone was putting “AI-powered” on an agency homepage.

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A water brand made to pay back the mountains it was named after.

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