Cultural / Context information for the jury

Crypto was very popular in India. Research enabled many investors to understand it. At the same time, misinformation and ignorance were rampant. People invested in buzz words and hype. Rich investors plead ignorance and stayed out and the GoI advised against it. We had to educate and encourage people to do their research, thus came, "Don't Buy Crypto." The newspaper crossword is still essential in many Indian households. So, we got it to the front page to educate people about crypto research. We told them that they shouldn’t invest without research, which led to a crypto QR crossword to encourage education and research. The ad’s UX helped set a flow in people's minds that they should do their research and then go to CoinSwitch. This helped drive downloads and interest, educated people and got them to do their research. Impact: 350k+ QR scans Searches went up by 63%

Please outline how the work was adapted, modified or was innovative

Our print ad, “Don’t Buy Crypto,” made use of a QR code, which is commonly seen in print ads, and gave it a unique twist in order to relay our message. The innovative part of our work was that we utilised the white spaces in the QR code, to create a crossword. Additionally, the general perception is that crypto platforms in India over sell and over promise when it comes to crypto investments. So, we walked uncharted territory by openly telling people not to buy crypto, and instead to invest only after doing thorough research by themselves instead of buying into the hype. Our innovation was also in the fact that we achieved three goals with this print ad: 1. To inform people that they shouldn’t invest without doing their research. 2. To educate people about crypto through the crossword. 3. To convey that CoinSwitch understands its responsibility towards users.