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Mudrex Celebrates Bitcoin Pizza Day By Treating Over 2000 Children In Need Of Care & Protection In Bengaluru

Mudrex, a global crypto investment platform, celebrated Bitcoin Pizza Day by partnering with various child shelter homes and children in need of care and protection (CNCPs) in Bengaluru. They treated over 2000 children to pizzas.

MM Desk by MM Desk
May 27, 2024
in What’s Buzzing
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Mudrex Celebrates Bitcoin Pizza Day By Treating Over 2000 Children In Need Of Care & Protection In Bengaluru

Mudrex, a global crypto investment platform, celebrated Bitcoin Pizza Day with an initiative that brought smiles to the children of Bengaluru. They distributed pizzas to over 2000 children in the city by partnering with various child shelter homes and children in need of care and protection.

On May 22, the event was celebrated with over 2000 children across HSR Layout, Sarjapur, JP Nagar, Whitefield, Shivajinagar, Adugodi, Marathalli, Krishnarajapura, Koramangala, Lalbhag, Electronic City, Shanthinagar and others. This day, commemorating the first real-world Bitcoin transaction for two pizzas, was transformed into an unforgettable event that blended joy, learning, and community spirit, the company stated.

Mudrex celebrated the very first transaction which has now become a symbol of Bitcoin’s journey from a digital experiment to a mainstream financial phenomenon. To mark this historic day, Mudrex partnered with various child shelter homes and children in need of care and protection (CNCPs) in Bengaluru such as Thayi Mane, Gift Abled, Ashanilaya, Diyan Charitable Trust, Swanthana, SevaSadan, Angels Orphanage, Need Base India and many others, treating kids to pizzas.

The initiative aimed not only to celebrate the occasion but to also foster technological curiosity among young minds.

As per the company, for many, this was their first taste of pizza, making the experience all the more special. The celebration included engaging and interactive sessions where Mudrex team members explained about blockchain technology in a fun and accessible way. These sessions were designed to spark curiosity and inspire the next generation.

“I’ve never had pizza before! This is amazing,” said a boy at Ashanilaya.

Edul Patel, CEO and Co-founder of Mudrex, expressed his enthusiasm for the initiative, saying, “Bitcoin Pizza Day is a significant date in the crypto community, symbolising the beginning of a new era in digital finance. At Mudrex, we believe in the power of education and community. By celebrating this day with children, we hope to plant seeds of curiosity and knowledge that will grow into a deep understanding and appreciation of blockchain technology in the future.”

“We believe in the power of small acts of kindness. Today, it’s pizza; tomorrow, it could be something else. What matters is that we continue to make a positive impact,” he added.

Deepa Mendan, Program Officer, Need Based India, said, “Thanks to Mudrex! Today was a wonderful treat for the kids. They adored the treat.”

Echoing similar sentiment, Mahesh, Coordinator at Sevasadan, said, “We are thankful to Mudrex for their thoughtful initiative on Bitcoin Pizza Day. The event brought great joy to the children.”

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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