Unstoppable Club

This morning, I woke up to a back-to-back full-page ad on the front page of the Economic Times. With Trump returning to power, it looks like worldwide cryptocurrencies and the associated fintech platforms have received some fresh air.

The full-page ad was from a fintech startup called Mudrex, an obvious tactic to ride on the renewed attention in the space.

Front page Ad from Mudrex on the Economic Times

Inside cover page of the same Ad

Though the ad copy reads quite intelligent, but to me, it missed out the fundamentals of positioning and messaging. Let me explain.

The Ad Copy: Clever but Incomplete

The front-page ad reads:

“Without the right partner, Crypto is Snakes and Ladders.”

“Thankfully, Mudrex is here to help you climb ladders.”

The inside page adds:

“India’s Most Trusted Crypto Platform”

…along with some data points, such as:

• Over 30 lakh (3 million) users

• 24/7 support

• 650+ coins

• FIU compliance

At first glance, the ad is engaging, and the use of the “Snakes and Ladders” metaphor feels creative. However, after a closer inspection it becomes clear that the messaging misses several fundamental opportunities to truly connect with its audience.

Conceptually the idea is smart and creative, but it misses out a ‘big’ opportunity to highlight:

1. Who is their target audience?
2. What are their top 3-4 needs that are served /addressed by the platform?
3. What benefits can users expect when they join the platform?
4. How are they different or unique as comapred to other players considering it is a hyper competitive space?

Some scoring points

The Concept: The “Snakes and Ladders” metaphor effectively communicates the unpredictable nature of crypto investing, appealing to users’ desire for security and success.

Key Data Points: Including data points such as “650+ coins” and “24/7 support” adds a layer of trustworthiness, showing Mudrex as a platform with a wide offering.

Unfortunately, they don’t share how these numbers stack up for some of the other leading crypto platforms.

The ad doesn’t show any differentiated messaging or value proposition.

The ad says India’s most trusted crypto platform. A simple Google search reveals they are not in the Top 5. I’m not sure how they came up with the claim. They should have cited the source to make it more credible.

Each of India’s Top 5 Crypto platforms has over 10 million (1 crore) users and offers 24/7 support.

The agency that did the copy should have done a little more research. It can backfire, and the brand may lose credibility in the competitive market.

Instead, they could have done the following:

1. The team could have done deeper segmentation to understand what kind of user demography dominates their platform and why and then double down on their message to that particular category of users
2. They could have studied what features are most liked by their users and how those features stack up to competitors and the build their messaging to show competitive differentiation
3. They could have shared the top 4-5 the platform is really good at solving /delivering /addressing coming from user experience points of view
4. They could have used some 3rd party research or review data to show how they are India’s most trusted crypto platform
5. At the very least, they could have called out the Top 4-5 features their platform offers

In summary, it was a lost opportunity to me when the Brand had spent a fortune placing a front page ad on The Economic Times.

Lessons for Mudrex (and Similar Brands)

1. Know Your Audience: Deeper segmentation and demographic insights are key to crafting a message that resonates. Mudrex should identify its primary audience and tailor its messaging accordingly.
2. Highlight Competitive Strengths: The platform should focus on what it does best—whether it’s security, ease of use, or unique features—and emphasize how these strengths surpass competitors.
3. Use Data Effectively: Numbers are powerful, but only when they’re contextualized. Instead of just stating “650+ coins,” explain why this matters: “Gain access to a diverse portfolio for optimal returns.”
4. Back Up Bold Claims: If Mudrex wants to claim it’s “India’s Most Trusted Crypto Platform,” it should substantiate this with evidence, such as awards, ratings, or third-party endorsements.

I am genuinely interested to know what you feel about the Ad and how they could have done it differently.