CoinDCX’s Ramalingam Subramanian on using Harry Potter series to unravel crypto

CoinDCX has used the Harry Potter series to familiarise people with the complex world of crypto. “We chose the Harry Potter series as they have grown up watching it and to link the knowledge of crypto with it is creative storytelling,” says Ramalingam Subramanian, Head of Marketing, Brand and Communication, CoinDCX. He tells Adgully in this interview that with increasing awareness and appreciation that the investors have shown for the long-term potential of crypto, it is growing its prominence in the national consciousness. Excerpts:

Linking movie plots to the crypto world! How did you come up with something like this?

Movies establish a connection with the users as they evoke varied emotions of comfort, feel-good, calming, enjoyable and ecstatic. The intent behind this video is to introduce the users with the concepts of crypto with a genre of movie where they feel comforted. We chose the Harry Potter series as they have grown up watching it and to link the knowledge of crypto with it is creative storytelling.

How has linking movie plots to crypto helped the consumers?

Crypto requires in-depth research of the projects, industry, and at times even basic concepts can be understood as overwhelming with the daunting charts and numbers. We wanted to link crypto with themes that the users feel comfortable and familiar with; what better than the movies to understand the concept in context to an already-fantasy fiction movie series.

How has the customers’ response been? Have you seen an increase in customer awareness post this campaign?

Remarkably! Our community has appreciated it and it is evident by the comments on the video as well. Awareness also increased as we were able to introduce crypto to a niche but large segment of audience, the Harry Potter fan crowd – Potter Heads.

How long are you planning to keep this campaign?

The campaign is still on, and there are further series planned in the coming three months.

Are you planning to have more such innovative campaigns in the future?

Yes, definitely, there are newer ones already in the making. Like, recently we started the storytelling series to help people understand the human side of the industry. Behind all the jargon, tech, and charts, ultimately there are humans who are driving this. We want to celebrate these humans, and pioneers of the world. The first one in the series was about the story of ETH founder – ‘7 Things You Didn’t Know about Vitalik Buterin’.

Do you think crypto as a concept has entered into the collective consciousness of Indian masses? What needs to be done in this regard? What are the challenges?

Yes, to an extent. With increasing awareness and appreciation that the investors have shown for the long-term potential of crypto, it is growing its prominence in the national consciousness. It’s progressing, day by day. We have come far, but there’s a long way to go as well. There is no denying the role of crypto in India’s digital economy, but the question is around how we can turn all these attention into a positive force that can accelerate crypto’s growth in our country, and to harness it as a vanguard to grow our innovation economy. We have been working to reduce the barrier to entry, be it with our product offerings, educational initiatives like collaboration with BITS Pilani, and our marketing campaigns like “Bitcoin Liya Kya”.

In order to keep relevance in a rapidly changing world, we are working with the regulators and policymakers to embrace emerging technologies such as blockchain technology and crypto assets. We focus on educating the user about crypto, encouraging them to do their own research, making informed decisions, reading credible industry reports, and white papers before making any amount of investment.