Mumbai: Cryptocurrency trading remains mystifying to an average person in India. And with the crypto space in the country mired in debates surrounding its regulations and the support provided by local banks, its prospects are seemingly at odds with consumers. To dispel any such doubts associated with the apparent complexity of trading in the digital currency from people’s minds, crypto exchange WazirX has launched a campaign positioning itself as the go-to platform for buying and selling cryptocurrencies in India – ‘India ka Bitcoin exchange’.

A series of three short films starring actor Ayush Sharma revolve around the game of football where two players are seen practicing with their team. One of the players is sceptical about cryptocurrencies and what he believes to be complications in trading or investing in digital currency. Drawing parallels with the game, his companion shows him how easy it is to trade in Bitcoins by using the app. The second film tries to depict the popularity of crypto trading with the young gen, by showing that 10 of the 11 players in the team use the platform to invest in cryptocurrency. Finally, the third film shows the disbeliever to be converted into a WazirX user and instead of giving out futile information to his friend on Bitcoin trading.

With this campaign centred around the game, WazirX, who is also the co-presenting sponsor for the live streaming of the UEFA EURO 2020 on SonyLIV, aims to drive brand awareness amongst the young football fans and further its brand mission to make crypto accessible to everyone in India. It also offers the company extensive visibility amongst the Indian football fans, many of whom are young, tech-savvy individuals known to be the primary users of crypto trading platforms.

WazirX co-founder and CEO, Nishcal Shetty recently tweeted that innovative technologies don’t gain adoption overnight. “In Crypto, an entire ecosystem has to be built & it takes time. Let’s continue to build the future of global finance. It started slow, it has picked up the pace and soon, it’ll be everywhere," he wrote.