Empowering the Frontline of Cyber Defense

The specialized training for the officers of the Commissionerate of Police, Mira-Bhayander, Vasai-Virar, focused on the mechanics of crypto-enabled financial crimes and the intricate patterns of modern cyber fraud. Key areas of focus included:

•  VDA Investigative Typologies: Understanding how digital assets move across blockchains.
• Response Mechanisms: Practical approaches to accelerating investigations in a tech-driven financial landscape.
• Collaborative Frameworks: Streamlining the exchange of information between exchanges and investigators.  

A Vision for National Financial Integrity

For CoinDCX, the engagement with the Mira-Bhayander, Vasai-Virar police is not an isolated event, but part of a broader commitment to safeguarding the integrity of India’s financial ecosystem.

“Law Enforcement Agencies are at the forefront of protecting citizens and combating emerging threats in the digital financial ecosystem,” said Sumit Gupta, Co-founder of CoinDCX. “It was a privilege to engage with the dedicated team at the Mira-Bhayander, Vasai-Virar Police Commissionerate. As the ecosystem evolves, continuous collaboration and knowledge exchange between industry and enforcement agencies becomes increasingly vital. This session is part of our larger, sustained effort to ensure that India’s digital future remains secure and resilient.”

The training was spearheaded by CoinDCX’s core investigative, compliance, and legal experts. The team shared operational insights and real-world investigative perspectives, providing officers with a roadmap for navigating the rapidly changing cybercrime landscape.

Continuous Commitment to Education

CoinDCX remains dedicated to being a proactive partner for LEAs nationwide. Through ongoing education, ecosystem awareness programs, and technical support, the exchange continues to advocate for a collaborative approach to tackling digital financial crime—ensuring that as technology advances, the capabilities of those protecting the public advance alongside it.

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The world of Information Technology (IT) security has been under constant evolution, facing growing threats as cyberattacks become increasingly sophisticated. From ransomware to data breaches, the need for more robust security solutions has never been greater. Amid this rising demand, Blockchain technology has emerged as a transformative force, offering innovative solutions to safeguard digital assets, transactions, and data. But how exactly is blockchain shaping the future of IT security?

Understanding Blockchain in the Context of IT Security

Blockchain, often associated with cryptocurrencies like Bitcoin and Ethereum, is a decentralized and distributed ledger technology. At its core, it’s a system for securely recording transactions across a network of computers (or nodes) in such a way that it is virtually impossible to alter or tamper with the recorded data. Each “block” in the chain contains a list of transactions, and every block is linked to the previous one, forming an immutable chain.

This feature of immutability, combined with decentralized consensus mechanisms, makes blockchain a powerful tool for enhancing IT security. Let’s dive deeper into how blockchain is making waves in the IT security landscape.

1. Enhancing Data Integrity and Transparency

One of the primary benefits of blockchain technology is its ability to provide data integrity. Once information is recorded in a blockchain, it becomes incredibly difficult to change or erase, due to its cryptographic and consensus-based mechanisms.

In the context of IT security, this ensures that data cannot be tampered with or falsified. Whether it’s personal data, financial records, or critical system logs, blockchain provides an immutable trail that can be audited and verified. For enterprises, this reduces the risk of data manipulation and provides transparency in the handling of sensitive information.

Use Case: Secure Document Storage and Verification

Blockchain can be used for storing sensitive documents, such as contracts, intellectual property, or regulatory compliance records. When a document is uploaded onto a blockchain, it is hashed (a form of encryption), and the hash is stored on the blockchain. This ensures that any future attempts to alter the document will be immediately apparent, as the hash will no longer match the original.

2. Decentralized Identity Management

Identity theft and unauthorized access to systems are among the most common forms of cyberattacks today. Traditional identity management systems rely on centralized authorities, such as government agencies or corporations, to verify and authenticate users. However, these centralized systems present a single point of failure, making them vulnerable to hacking or insider threats.

Blockchain offers a decentralized alternative for identity management, where individuals have control over their own identity data, stored securely on the blockchain. This decentralized approach eliminates the need for intermediaries and provides users with self-sovereign identity (SSI), ensuring greater privacy and security.

Use Case: Blockchain-based Authentication

Blockchain can provide a secure, cryptographic-based method for verifying user identities. Instead of relying on passwords or centralized databases, a user could authenticate themselves with a cryptographic key stored on the blockchain. This method, often known as “public key infrastructure” (PKI), is much more secure because the private key never leaves the user’s device, and the blockchain’s decentralized nature ensures no central authority is responsible for managing the identity.

3. Secure Transactions and Smart Contracts

Blockchain is widely known for its role in cryptocurrency transactions, where it ensures the authenticity and integrity of financial transfers. However, beyond simple peer-to-peer transactions, blockchain also supports more advanced features like smart contracts—self-executing contracts with the terms of the agreement written directly into code.

Smart contracts operate autonomously and ensure that the terms of a contract are met before any action occurs. In terms of IT security, this means that processes and transactions can be automated in a way that reduces human intervention, limits errors, and ensures that all actions are traceable and secure.

Use Case: Supply Chain Security

Blockchain-based smart contracts can play a pivotal role in securing supply chains. Each step in the supply chain can be recorded on the blockchain, from manufacturing to delivery. A smart contract can automatically trigger a payment once a certain condition is met, such as delivery confirmation, eliminating the possibility of fraud or disputes.

4. Protection Against Distributed Denial-of-Service (DDoS) Attacks

Distributed Denial-of-Service (DDoS) attacks are one of the most common types of cyberattacks, wherein an attacker overloads a target system or network with a flood of traffic to make it unavailable to legitimate users. Blockchain can help mitigate these attacks by distributing the network load across a decentralized structure, making it harder for malicious actors to overwhelm a single point of failure.

Use Case: Blockchain-based Web Hosting

Decentralized cloud computing platforms, powered by blockchain, can help mitigate DDoS attacks by using a distributed network of nodes to host web applications and services. The redundancy provided by blockchain’s decentralized architecture ensures that if one node is attacked or compromised, others can continue to function, thereby minimizing downtime and service disruption.

5. Enhancing Security in Internet of Things (IoT) Networks

The rapid growth of Internet of Things (IoT) devices has introduced a host of new vulnerabilities into IT environments. Each IoT device is a potential entry point for cybercriminals, and ensuring the security of these devices is a major challenge.

Blockchain can play a significant role in securing IoT networks by providing a decentralized and tamper-proof method of device authentication, data exchange, and access control. By recording device interactions and transactions on a blockchain, the network becomes more resilient to unauthorized access and cyberattacks.

Use Case: Blockchain for IoT Device Authentication

In IoT environments, blockchain can be used to store and authenticate the credentials of devices. A blockchain-based authentication system ensures that only verified devices can connect to the network, and each transaction or data exchange between devices is logged securely on the blockchain, making it more difficult for hackers to manipulate or intercept communication.

6. Blockchain for Secure Voting Systems

Traditional electronic voting systems have been subject to security concerns, such as voter fraud, tampering with results, or hacking. Blockchain technology offers a solution by providing a secure, transparent, and verifiable voting process.

Each vote can be recorded as a transaction on the blockchain, creating an immutable record that is visible to all stakeholders, ensuring transparency. Blockchain’s inherent security features make it nearly impossible to alter voting results once they are recorded, improving the overall trustworthiness of the electoral process.

Use Case: Blockchain-based Voting in Elections

In blockchain-based voting systems, each voter’s identity is verified using blockchain-based digital credentials, and their vote is recorded as a transaction on the blockchain. Once the vote is cast, it cannot be altered or deleted, and the final tally can be publicly audited in real-time, offering an unprecedented level of security and transparency.

Conclusion: Blockchain’s Future in IT Security

As cybersecurity threats continue to evolve, traditional security measures alone may no longer be sufficient. Blockchain is offering a new paradigm for IT security, characterized by decentralization, immutability, and transparency. From data integrity and identity management to secure transactions and DDoS protection, blockchain has the potential to significantly transform how organizations approach cybersecurity.

While blockchain is still an emerging technology, its application in IT security is poised to grow in the coming years. As more industries adopt blockchain-based solutions, we can expect a future where IT security is not only more robust but also more transparent and user-centric. The decentralized nature of blockchain is already making it a cornerstone of next-generation security frameworks, and its influence is only set to expand.

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In response to this honor, Vice Chancellor Dr. S. V. Kota Reddy stated, “We are immensely proud to receive the Bharat Blockchain Academic Excellence Award. This achievement underscores our commitment to advancing blockchain education and research. I want to thank our dedicated faculty, staff, and students who made this recognition possible. We look forward to continuing our journey in pioneering innovative solutions that benefit society.” The award was presented during the Grand Finale event on 24th October in New Delhi. This accolade celebrates our accomplishments and motivates us to further our efforts in blockchain technology.

In the finale, VIT-AP University also was presented with a land parcel allocation in Polyversity Metaverse. Dr. S. V. Kota Reddy received the official allocation document for a dedicated land parcel to VIT-AP within the Polyversity Metaverse. This significant milestone enables VIT-AP University to establish a virtual campus, offering students a uniquely immersive learning experience and facilitating seamless virtual interaction with peers across geographies. The allocation of this virtual land is a part of the collaborative efforts led by Information Data Systems (IDS), which has set up a Blockchain Centre of Excellence under the Bharat Blockchain University-Industry Cluster. VIT-AP’s virtual campus will enable students to explore digital learning spaces and engage with cutting-edge tools and resources through the metaverse as part of its mission to foster innovative blockchain education.

Dr. S. V. Kota Reddy thanked Mr. Voruganti Aravind, Global Vice President—of Blockchain, and Sunil Subrahmanyam Y, Business Strategy & Partnerships, IDS, for establishing the Centre of Excellence in Blockchain at VIT—AP University.

Dr. Prabha Selvaraj, Professor in the School of Computer Science and Engineering was present for the event.

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XDC’s listing is just the beginning of an exciting partnership aimed at expanding the XDC ecosystem in India, promising more innovative developments shortly. 

Near-zero Gas Fee 

The XDC Network stands out in the blockchain space with its unique hybrid architecture that blends the best of both public and private blockchain elements. This powerful infrastructure enables XDC to process over 2,000 transactions per second, all while maintaining near-zero gas fees. This makes it one of the most efficient and cost-effective networks in the crypto sphere.

Giottus: A Trusted Partner in India’s Crypto Revolution

Giottus, a top-rated and FIU-compliant Indian crypto platform with over seven years of standing, is thrilled to collaborate with XDC in this ambitious endeavor. Known for its commitment to listing and promoting high-growth projects, Giottus currently supports over 300 crypto assets, with seamless deposit and withdrawal processes for many.  Giottus offers 24×7 crypto and INR ramps, ensuring smooth and secure transactions. 

The platform’s commitment to excellence is reflected in its customer support, which has garnered ratings of 4+ on 5 on app stores. The platform’s reputation for being first-to-market in India, coupled with its user-friendly experience, has made it a preferred choice for crypto enthusiasts across the country.

Deeper Integration

This partnership will see Giottus integrating XDC into its exchange platform and also enable Indian users to take self-custody of their XDC assets. Giottus has long upheld the philosophy of self-custody, ensuring that users have complete control over their assets across its product suite. Stay tuned for more updates as this partnership unfolds.

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Project Atlas is a far more ambitious move than BIS’s collaborative projects between a few central banks to see how technological prowess can enhance the payment systems’ potential. The platform combines on- and off-chain information, creating a layered approach to data vetting and tailored statistics for central banks. The first proof of concept of Atlas successfully showcases how to collect, clean, and analyze data relevant to central banks’ mandates. This also extends to any data discrepancy or misinformation.

Regulations and country-specific policies could become more nuanced based on real-time data from this platform. This will lead to better engagement between public and private stakeholders due to enhanced information sharing and a better understanding of any implications for the existing monetary system. Going by the information provided by the BIS, stakeholders can look forward to state-of-the-art on-chain and off-chain data that could improve the market integrity and accountability of all players. This, in turn, can greatly benefit central banks.

As central banks gain more insights into the trillion-dollar crypto asset markets, they will also be better prepared to respond to market volatility and potential disruptions, which could boost financial stability and investor sentiment. The creation of Project Atlas and its focus on crypto-asset markets and DeFi bolsters the growing recognition of the importance of blockchain-based digital assets in the broader financial landscape. The implications of this initiative are likely to extend to regulatory and policy responses, risk assessment, and international cooperation in the evolving world of crypto assets and DeFi, finally culminating into an effective instrument for global crypto adoption and facilitation.

Source: Rajagopal Menon, Vice President, WazirX

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• To Promote Equitable Healthcare in India
• To Create a State-of-the-Art Institute dedicated to advancing healthcare initiatives
• To strengthen health systems across multiple districts in India through the “District Full Stack Programme.”

INDIA: CryptoRelief, a global movement started by Sandeep Nailwal that saw a rare convergence of volunteers, NGOs, and technology during the challenging times of the Covid-19 pandemic, announces today it’s rebranding as “Blockchain For Impact” (BFI). BFI is an initiative with a resolute mission to drive transformative change in India’s healthcare landscape. BFI is set to continue the noble legacy of CryptoRelief, forging multi-sectoral collaborations that focus on research, development, innovation, and implementation to meet the fundamental needs of our nation’s health system.

The BFI announcement will coincide with the celebration of two years of CryptoRelief’s transformative philanthropic journey. The event, a reflection of the Bengaluru-based organization’s remarkable journey over the past two years and its visionary path ahead will be graced by the presence of two of the most respected figures in the cryptocurrency blockchain space – Mr. Vitalik Buterin and Mr. Sandeep Nailwal.

The evening will include a Fire-side chat with the esteemed donor and guest of honor, Vitalik Buterin, the visionary founder of Ethereum Blockchain who will be sharing valuable insights into BFI’s vision and the plans to promote equitable healthcare in India.

Mr. Nailwal, a distinguished figure from India in the same space, will host the event, reflecting his instrumental role in shaping BFI’s momentous journey.

The event will showcase the seamless collaboration of technology, social media, NGOs, and volunteers as distinguished heads of leading NGOs will participate, highlighting the collaborative approach to driving impactful change.

Representatives from esteemed institutions like IISc, IIT, NCBS, CCAMP, and BIRAC, along with leading scientists across India, will be part of the event, showcasing BFI’s commitment to fostering research and innovation.

BFI is scheduled to announce its visionary goal of funding healthcare projects in India, amounting to $200 million under the brand name “Blockchain For Impact,” reinforcing its dedication to transformative philanthropy.

The three focus areas for BFI for the future will be on:

Biomedical Research & Innovation– To foster advancements inequitable healthcare, we are empowering medical and research communities, cultivating dynamic partnerships in biomedical science, and harnessing innovation to facilitate tangible improvements.

District Full-Stack Program– To cater to the notable absence or inadequacy of a comprehensive, multi-faceted healthcare delivery that stems from the grassroots, we are harnessing the “District as a unit of change” concept to deliver re-oriented, re-organized, and people-centric healthcare solutions on the ground.

Innovation & Research– The pandemic exposed India’s dire need of increasing its capacity to strengthen the country’s healthcare infrastructure. A conclusion seemed obvious about the apparent need for a platform for scholars and young professionals to get involved from basic to intricate Research & Development assignments. We at Blockchain For Impact are aiming to bridge these unaddressed loopholes and create a health ecosystem that stems from digital transformation, evolving business models, and healthcare delivery innovation.

The event, in fact, serves as a testament to the organization’s unwavering dedication to catalytic philanthropy and its commitment to leveraging blockchain technology to create lasting, positive change in India’s public health and research sectors.

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Harshal’s remarkable success story has not only left an indelible mark on his academic journey but has also become a source of inspiration for countless others. His determination to explore unconventional paths and excel in a rapidly evolving field like Blockchain Technology has been recognized and rewarded by one of the world’s leading tech giants, Google.

Sharing his experience, Harshal Juikar commented, “I dared to pursue my passion, and the journey was filled with challenges and doubts. But staying true to myself and embracing the unconventional path led me to success beyond my imagination. I owe immense gratitude to MIT-WPU for unwaveringly supporting me throughout this journey; without their help, this remarkable achievement would not have been possible. My tips for others: Stay curious, be persistent, and don’t be afraid to explore uncharted territories. It’s in the pursuit of our passions that we truly find our purpose.“

Dr. Ravikumar Chitnis, Vice Chancellor of MIT-WPU, further added, “We are extremely proud of Harshal’s outstanding achievement, and his success is a reflection of the institution’s commitment to nurturing individual talents and fostering a culture of innovation.”

Harshal’s journey serves as a testament to the power of passion, hard work, and perseverance, proving that dedication to one’s chosen field can lead to exceptional career opportunities. Harshal’s accomplishment has sparked conversations about the importance of innovation and the willingness to venture beyond the conventional, inspiring the next generation of students to break barriers and embrace unique academic pursuits.

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MUMBAI: Driving into new realms of innovative technologies aimed at putting newer and younger audiences in the driver’s seat, Škoda Auto India has steered into the global Web 3.0 initiative with Škodaverse India. Part of the global Škodaverse initiative, Škodaverse India starts with a platform that enables users to explore, buy, and trade NFTs (Non-Fungible Tokens) online. This initiative aims to build a community of Škoda loyalists to engage, collaborate and build a long-term relationship with the brand.

Mr. Christian Cahn von Seelen, Executive Director, Sales, Marketing and Digital, Škoda Auto Volkswagen India said, “Škodaverse India signifies the brands leap into uncharted digital territory. It’s not just about creating extraordinary digital assets, it’s about forging deep connections with a community that shares an unwavering passion for the brand and its initiatives in India. It also showcases our commitment to sustainability and innovation, through leveraging carbon-neutral blockchain technology that enables secure, transparent, and decentralized transactions.”

An NFT is a digital certificate of ownership that acts as a unique identifier that cannot be copied, substituted, or subdivided. They are recorded on a blockchain and used as certificates of authenticity as well as ownership. An NFT can be an image, video, sound or any other creative digital form as well as tickets and membership passes.

To enable the universal participation of all Škoda India enthusiasts, the Škodaverse India NFT platform will enable the purchase of NFTs through cryptocurrencies as well as through INR, USD, Euro, and other fiat currencies. Keeping sustainability as a guiding star, the first collection of NFTs will be minted on the NEAR Protocol, a carbon-neutral project as certified by the South Pole. The platform is built on a shared, proof-of-stake, layer-one blockchain designed for usability.

Škoda Auto India is commencing its web 3.0 strategy in collaboration with Antier, the largest blockchain consulting firm, which is also spearheading comprehensive innovation-focused processes of creating and minting NFTs.

Each NFT collection will be curated to ensure a high-quality and engaging experience, enabling users to receive unique collectibles, unlock exclusive experiences, and forge a deeper bond with the brand. The Škodaverse India platform, https://skodaverseindia.co.in facilitates signing in, creating, and maintaining profiles with updates on the creation and sale of NFTs. Škoda Auto India will also release regular updates on utilities via its Škodaverse India Discord (https://discord.gg/8rEJN9CzNt), Škodaverse India Telegram (https://t.me/skodaverseindia) and ŠkodaIndia Twitter (https://twitter.com/SkodaIndia) social network accounts.

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BENGALURU: Flipkart, India’s homegrown e-commerce marketplace, today announced a strategic partnership with Polygon Companies, a developer of the leading Ethereum scaling protocol offering scalable, affordable, secure, and sustainable blockchains for Web3. The partnership will result in the setting up of a Blockchain-eCommerce Centre of Excellence (CoE) that will work on research and development of Web3 and metaverse commerce use cases in India to accelerate the adoption of Web3.

This partnership comes amidst Flipkart’s many excursions in Web3 in recent times. Earlier this year, Flipkart announced Flipkart Labs, the innovation wing, to incubate various solutions to bring innovation to the e-commerce scene in India. With Labs, Flipkart ventured into Web3 and Metaverse commerce to explore NFTs, Virtual Immersive stores, and other Blockchain-related use cases. Since then, Flipkart has launched FireDrops, an easy-to-use NFT platform for brands to explore new horizons of community building and pivot the value of NFTs around utilities. During the festive sale, Flipkart also partnered with eDAO to launch a virtual shopping experience in the metaverse – called Flipverse. Flipverse enabled brands to organize unique product launches and create engaging experiences for users within a hyper-realistic, game-like environment.

Jeyandran Venugopal, Chief Product and Technology Officer, Flipkart, stated, “Innovation is one of the main pillars for Flipkart and we have consistently worked towards technology solutions to scale new frontiers and introduce new products and services. We are delighted to partner with Polygon, a company that is at the forefront of blockchain innovation, nationally and internationally. With the COE, we look forward to working with them and leveraging their expertise and technical know-how to successfully onboard users not just to the value proposition of Web3 or Metaverse commerce but also Web3 in general.”

Commenting on the partnership, Naren Ravula, VP, Head of Product Strategy at Flipkart and Head of Flipkart Labs, said, “Our partnership with Polygon exhibits our technology-driven mindset with an endeavor to transform the shopping experiences for millions of users and redefine the future of commerce, consumption, and value creation. The partnership brings expertise from the world of e-commerce and Blockchain and lays the foundation for innovation at a protocol, platform, and product-level for decentralized e-commerce in India, especially through brand collaborations and initiatives like 3D storefronts, novel NFT drop mechanisms, trustless standards for commerce, on-chain loyalty, and play-to-earn experiences. We look forward to continuing our work with Polygon and adding value to the e-commerce ecosystem by creating opportunities for innovative interactions with customers.”

Sandeep Nailwal, Co-Founder of Polygon says, “We are excited to partner with Flipkart to create the Centre of Excellence. Polygon’s mission is to bring the next billion users to Web3 and this partnership will pioneer research and development at the intersection of Web3 and experiential retail which will advance adoption and impact in India and across the world. We see the Blockchain-eCommerce Centre of Excellence as an engine for the evolution of e-commerce in the years to come.”

Web3 is an idea for a new iteration of the World Wide Web which incorporates concepts such as decentralization, blockchain technologies, and token-based economics, especially the realm of NFTs and digital collectibles, which have evolved significantly in recent years, with brands finding new avenues to create value for themselves and their users. However, it’s still in its early days and decentralized technologies are yet to become more mainstream. This partnership between one of India’s leading digital commerce entities and the leading Ethereum scaling protocol will be an opportunity to create a large impact and deliver on the promise of Web3 for all.

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• 20 NFTs have been exclusively created by PepsiCo India Design Team in partnership with UK-based illustrator, Timea Balo for Pepsi® Black 
• The ‘Pepsi Black Zero Sugar’ collection draws inspiration from diverse concepts – Fashion, gaming, music, social media, dance, creativity, and environment, that the SWAG generation resonates with
• These digital art collectibles will be given to winners of the #PepsiBlackeffect challenge held on the homegrown social media platform, Moj starting today

BENGALURU: Not an NFT expert? No hassle, Pepsi® has got you covered on your plans to own an NFT!  With an intent to deepen the connection with the ever-evolving and digitally savvy SWAG generation, Pepsi®, today announced the launch of its first-ever non-fungible tokens (NFTs) collection for Indian consumers.

PepsiCo India Design Team in partnership with illustrator, Timea Balo has exclusively curated the NFT collection for Pepsi Black anchored on the brand’s pillars of Innovation, Self-Expression, and Evolution. Rooted in the brand beliefs, Pepsi® will release a set of 20 NFTs minted on the Polygon blockchain. 

Inspired by the brand philosophy of Pepsi® Black, the NFT collection is an ode to the younger generation who believes in self-expression and is deeply entrenched in technology. The NFT art collectibles are centered on the alterations around the classic Pepsi® Black ‘Zero’ visual, inspired by the brand’s passion points to portray poignant nuances such as sustainability, rhythm, movement, creativity, art, the progressing world of social media, and gamification. With three variations of each theme and four variations inspired by music, the ’Pepsi Black Zero Sugar’ collection will be listed on Open Sea, the world’s first and largest web3 marketplace for NFTs and crypto collectibles.

The NFTs will be given away to the winners of the #PepsiBlackeffect challenge conducted on the Indian homegrown social media platform, Moj. Consumers can enter the contest, using the quirky Pepsi® Black lens and flaunt their max SWAG personas to get a chance to win Pepsi® Black’s maiden NFTs.

Speaking on the NFT collection, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, said, “Pepsi has always been at the forefront of cultural evolutions, globally as well as in India. Our endeavor is to transform our product as well as our narratives to align with the evolving youth. Our foray into the world of non-fungible tokens (NFTs) for Indian consumers is a testimony of the same belief. The ‘Pepsi Black Zero Sugar’ NFT collection will personify and bring alive the world of Pepsi Black by leveraging passion points that resonate the most with youngsters today such as fashion, gaming, music, social media, dance, creativity, and environment. To present an accessible opportunity to our consumers, these NFTs will be given through an engaging #PepsiBlackeffect challenge on India’s homegrown social media platform, Moj.”

Commenting on the NFTs, Tanu Sinha, Design Director, PepsiCo India, said, “Pepsi has strongly associated with popular culture and passion points such as music, dance, art, and environment with its legacy of disruptive narratives over the years. Pepsi’s design strategy, also, over the years, has witnessed a significant shift with the acceleration of a digital-forward and social-media-savvy world. We have evolved our design sensibilities to connect with the younger generation to further Pepsi’s mission to create a culture that propagates innovation. The launch of Pepsi’s first-ever ‘Pepsi Black Zero Sugar’ NFT collection is another step in this direction. With Pepsi Black’s ‘Zero’ sugar philosophy at its core, these collectible art NFTs have been designed keeping in mind the passion points those youngsters can connect and relate with.”

How to enter the #PepsiSwag challenge

Consumers can use India’s largest short video platform Moj, to enter the exciting #PepsiBlackEffect challenge by Pepsi® Black by simply clicking on the ‘Pepsi Black Zero Sugar’ lens in the app. The lens is exclusively created to epitomize Pepsi® Black’s ‘Max taste, zero sugar’ philosophy. Consumers can enter the world of Pepsi® Black and flaunt their SWAG show by clicking four portraits in the lens along with the product and the brand’s irreverent SWAG. Winners will be selected from these collages and given distinct NFTs from India’s first-ever ‘Pepsi Black Zero Sugar’ collection, which will be listed on the Open Sea. Consumers will be required to have a web3 wallet to receive the NFTs. The NFT is minted and transferred on the Polygon blockchain. Winners will also receive Pepsi® merchandise along with the NFTs.

Guardian Link, a pioneer, and innovator of NFT Technologies with its roots embedded in the Blockchain world since 2016, will support the winners in creating their wallets for the NFTs to be transferred for a hassle-free and smooth process.

#PepsiBlackEffect Challenge on MOJ– https://mojapp.in/tag/23101582

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