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<ul><li>This year saw many new-age platforms invest on <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword>. Now with its suspension, brands are reworking on their marketing strategies for the ret of the year.</li><li><keyword id="10245463" type="COMPANY" weightage="20" keywordseo="coinswitch-kuber">CoinSwitch Kuber</keyword>, which saw its registrations go up by 4X after its IPL ads, now wants to focus on creating unique campaigns that would get crypto mainstream attention like mutual funds or stocks do, engage with thought-leaders in the finance space and come up with more social media-led influencer marketing to reach out to its target audience, <keyword id="10180576" type="PERSON" weightage="20" keywordseo="ashish-singhal">Ashish Singhal</keyword>, CEO and Co-founder, CoinSwitch Kuber. </li></ul>Every year, the <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) becomes an advertising blitzkrieg that more and more brands want to invest in. Owing to the fact that the league has massive following across the country, it becomes one of the most effective properties to associate with, if you are trying to build awareness amongst consumers. For the last two years, we have been seeing more and more digital-first brands come on board as advertisers and sponsors to make the most of this advertising extravaganza and this year was no different. This year, Star Sports, the official broadcaster of the VIVO IPL 2021 had roped in 18 sponsors and over 100 advertisers across multiple brand categories. We saw several new-age brands from categories ranging from e-commerce, gaming, edu-tech and e-wallets go all out with high-decibel campaigns. Even brands from categories like <keyword id="11278990" type="UNKNOWN" weightage="20" keywordseo="crypto-investment">crypto investment</keyword> platforms joined the brandwagon, to educate people about its offerings and build awareness among its target audience. This year, CoinSwitch Kuber, a crypto investment platform, launched its IPL campaign right at the start of the league on Disney+ Hotstar. The campaign, ‘Trade Kar, Befikar’ which featured actor <keyword id="696531" type="PERSON" weightage="20" keywordseo="Kunaal-Roy-Kapur">Kunaal Roy Kapur</keyword> had been conceptualised by KV Sridhar aka Pops-led Nihilent. The brand was the first from the space to launch an extensive campaign. The ad was aimed at young, tech-savvy Indian consumers who are open to experiment when it comes to investments. Its attempt was to evangelize cryptocurrencies as an alternate asset class and build equity amongst Indian investors. While the aim was to build awareness around the platform with the IPL campaign, the league's suspension brought the brand's plans to a halt. However, it already has a plan in place on how it wants to reach out to its audiences now. We recently caught up with Ashish Singhal, CEO and Co-founder, CoinSwitch Kuber to understand the brand's strategies to grow its presence in the segment. We also spoke to Singhal about its marketing plans, now that there is an uncertainty about whether IPL will be played at all this year. Here's what he had to say: Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?" text="Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?">Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?</cmsannotation> Cryptocurrencies in India are still at a very nascent stage but have been gaining a lot of traction lately. As a platform, we have been heavily investing in user education. A huge chunk from our recent funding rounds would go towards providing investors with the right information about cryptocurrencies, clarifying their most common doubts and explaining how they can safely invest in this new asset class. We have recently launched a slew of initiatives including video campaigns, Ads on Disney+ Hotstar, partnership with OTT platforms like TVF. Along with this, we are also revamping the content on our blog KuberVerse and YouTube channel to educate our users about crypto, investing and blockchain. We have increased the usage of infographics in our communication for easy understanding and have tried to incorporate vernacular content as well. <cmsannotation type="cmsannotation" annotationid="Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?" text="Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?">Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?</cmsannotation> The response to our ads has been great. It was our effort to create greater visibility and awareness for crypto as an asset class. This,along with the simplicity that our platform offers has attracted a lot of users. CoinSwitchKuber’s registrations have gone up by 4x. <cmsannotation type="cmsannotation" annotationid="Q) What part of your annual marketing budget had you invested on IPL?" text="Q) What part of your annual marketing budget had you invested on IPL?">Q) What part of your annual marketing budget had you invested on IPL?</cmsannotation> We had planned to allocate 20% of our annual marketing budget to this. <cmsannotation type="cmsannotation" annotationid="Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?" text="Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?">Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?</cmsannotation> With IPL cancelled halfway through, we are exploring other swim lanes to gauge user attention and educate them about crypto. Our strategy would now revolve around the following: 1) We will fundamentally focus on understanding users about their needs and how their needs are evolving. 2) Focus on unique campaigns that would get crypto mainstream attention as mutual funds or stocks do. 3) Engage with thought-leaders in the finance space. 4)Social media-led influencer marketing will be important for us. <cmsannotation type="cmsannotation" annotationid="Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far?" text="Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far?">Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far? </cmsannotation> Within just 10 months of our launch, CoinSwitch Kuber has become India’s largest cryptocurrency investment platform. In the last 3 months, we have registered a growth of 400%. We are backed by some of the leading investors such as Tiger Global, Paradigm, Ribbit Capital and Sequoia India, some of who have played a key role in building the global crypto industry. At present, we have over 5 million users on our platform and hope to onboard 15 million users by the end of this year. We also plan to double our team headcount from 150 to 300. <cmsannotation type="cmsannotation" annotationid="Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?" text="Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?">Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?</cmsannotation> While the majority of our users are below 35, we have also been witnessing a lot of traction from senior citizens and users above 45 years of age who are keen to explore this asset class. Interestingly, as much as 45% of users come from smaller cities (Tier 2 and Tier 3). <cmsannotation type="cmsannotation" annotationid="Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?" text="Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?">Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?</cmsannotation> Investing in cryptocurrencies is similar to investing in any other asset class and one should invest the amount basis their risk appetite, a fact that holds true for stocks as well. When regulated, crypto will immensely contribute towards the Indian economy and we are hopeful that the regulators are taking cognizance of this fact.

After our IPL campaign, registrations have gone up by 4X: Ashish Singhal, CoinSwitch Kuber

Digital platforms have provided relief and joy in a year engulfed by pandemic and lockdown. The mood continues into the last month of 2020 as much-awaited shows await to be dropped on your devices this month. IANS has listed some of the best Indian and international series and specials that OTT fans can look out for. Euphoria: Trouble Don't Last Always Starring Zendaya, who won the Emmy for Outstanding Lead Actress in a Drama Series for her role, the show will pick up after the season one finale, following Rue as she celebrates Christmas after being left by Jules at the train station. It also stars Jacob Elordi of "The Kissing Booth" fame. It will arrive on December 7 on Disney+ Hotstar Premium. High School Musical: The Musical: The Series Set for a December 11 release, the holiday music special will see the cast of "High School Musical: The Musical: The Series" spreading a feel-good holiday cheer. The cast features Joshua Bassett, Olivia Rodrigo, Sofia Wylie, Matt Cornett, Kate Reinders, Julia Lester, <keyword id="10371386" type="PERSON" weightage="20" keywordseo="larry-saperstein">Larry Saperstein</keyword>, Dara Renee and Frankie Rodriguez. It will be available on Disney+ Hotstar Premium. LA's Finest It shows how detective Syd Burnett (Gabrielle Union) and her partner Nancy McKenna (Jessica Alba), take on dangerous criminals in Los Angeles. Season 2 will be available on December 4 on SonyLIV. Shameless S11 Shameless has lined up its last season for a December 11 release on Amazon Prime Video. The final season will follow the Gallagher family as they deal with the pandemic, while Ian (Cameron Monaghan) and Mickey (Noel Fisher) adjust to married life. The comedy drama also stars William H. Macy and <keyword id="10111474" type="PERSON" weightage="20" keywordseo="Ethan-Cutkosky">Ethan Cutkosky</keyword>. Chilling Adventures of Sabrina The supernatural horror series will conclude with season four. Starring Kiernan Shipka as the teen witch, the upcoming season drops on December 31 on Netflix. Black Widows Actors Mona Singh, <keyword id="38560" type="PERSON" weightage="20" keywordseo="Swastika-Mukherjee">Swastika Mukherjee</keyword>, Shamita Shetty and Raima Sen will be seen in the Indian web series that revolves around how three best friends, who thought they got away with the perfect crime of killing their abusive husbands, find all has not ended yet. It will be the eighth international remake following adaptations in Ukraine, Estonia, Lithuania, the Middle East, Mexico, Scandinavia and the Czech Republic. The series is slated to premiere on December 18 on Zee5. Paurashpur A period drama, the makers claim the show belongs to a genre never seen before on the Indian OTT space. Starring Annu Kapoor, Milind Soman, Shilpa Shinde, Poulomi Das, <keyword id="479417" type="PERSON" weightage="20" keywordseo="Sahil-Salathia">Sahil Salathia</keyword>, Shaheer Sheikh and Flora Saini, it will launch on December 29 on ALTBalaji and Zee5. <keyword id="10371385" type="COMPANY" weightage="20" keywordseo="bhaag-beanie-bhaag">Bhaag Beanie Bhaag</keyword> Actress Swara Bhasker will essay the role of a stand-up comic in the upcoming series, which she describes as a story of a girl finding a place for herself amidst chaos. It will start streaming on Netflix from December 4. Outside In It is a comedy special by stand-up star Vir Das, who has dedicated it to each one of us who has survived this year. The comedy special is created out of 30 virtual shows that he did during lockdown. It will premiere on Netflix on December 16. Sandwich Fate brings love in Naina and Sameer's life and later love brings marriage. What happens next in their married life is what the show is all about. Directed by Rohan Sippy, Sandwich features Aahana Kumra and Kunaal Roy Kapur. The show will arrive on SonyLIV on December 25. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/top-stock-movers-ril-maruti-indigo-dhfl-spicejet-wipro-future-retail-and-others/articleshow/79541459.cms" data-type="tilCustomLink">Sensex, Nifty hit record high — these are the top movers in trade today</a> <a href="https://www.businessinsider.in/tech/news/india-may-reportedly-block-wikipedia-if-the-site-doesnt-delete-the-map-showing-aksai-chin-as-a-part-of-china/articleshow/79541391.cms" data-type="tilCustomLink">India may reportedly block Wikipedia if the site doesn't delete the map showing Aksai Chin as a part of China</a>

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After our IPL campaign, registrations have gone up by 4X: Ashish Singhal, CoinSwitch Kuber

Samarpita Banerjee

Binge watchers ahoy! Here's a watchlist for December

IANS

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