Mumbai: Crypto exchange platform CoinDCX has brought onboard superstar Amitabh Bachchan as its first-ever brand ambassador.

Through this collaboration, CoinDCX wants to increase awareness around crypto and popularise crypto as an emerging asset class. Bachchan will be the face of the brand’s new campaign, which will focus on popularising crypto as an asset class, said the company in a statement.

“Being a crypto investor himself and having launched his own NFT (Non-fungible token) recently, Mr Bachchan is well-versed with the crypto space," said CoinDCX co-founder and CEO Sumit Gupta. "His knowledge will prove valuable in building trust and credibility amongst new users. We are certain that his association with CoinDCX will help bring greater visibility to the world of crypto and develop a strong brand recall for us."

The crypto market is worth more than $ two trillion in India and this is set to increase with more and more Indian investors exploring new investment opportunities and adopting crypto asset class as an option that is futurist and can provide good returns. CoinDCX wants to ensure that crypto is accessible to everyone, said the statement.

“Mr Bachchan has always been way ahead of his time, whether doing movies or making investment decisions, his personality perfectly resonates with our brand values. With this campaign, we aim to reach out to a wider audience and educate the masses about crypto as an asset class,” Gupta further said.