CoinDCX has launched a nationwide investor education campaign aimed at reshaping how Indians perceive and approach cryptocurrency investing. Targeted primarily at first-time investors, the initiative focuses on promoting a “learning-first” mindset, encouraging individuals to understand the basics before stepping into the crypto space.
The campaign addresses key concerns around cryptocurrency, including legality, core fundamentals, and risk assessment. Rather than positioning crypto as a high-speed trend, CoinDCX draws parallels with traditional investment principles such as discipline, patience, systematic investing, diversification, and long-term thinking. By linking crypto to familiar financial behaviours, the brand seeks to make the asset class feel more approachable and less intimidating.
At the heart of the campaign is a series of films set in everyday household environments, built on the insight that financial decisions in Indian families are often influenced by inter-generational conversations. Using a relatable father-son narrative, the films simplify complex crypto concepts and place them within trusted, real-life discussions.
Prashant Verma, chief marketing and growth officer at CoinDCX, explained that fathers are often seen as reliable guides for investment advice because of their research-driven approach. The campaign mirrors this diligence, reinforcing the idea that crypto should be evaluated with logic and fundamentals rather than hype.
Adding further credibility, the campaign features National Award-winning actor Darshan Jariwala, who plays a key role in addressing and debunking common crypto myths. His presence aims to build trust and make conversations around crypto more accessible to everyday investors.
Beyond films, the campaign spans television and digital platforms, with plans for on-ground investor education bootcamps in select cities and a dedicated digital learning week featuring expert-led sessions. Overall, CoinDCX positions the initiative as part of its broader mission to encourage informed participation, prioritising education and risk awareness over rapid adoption.
