Sidhu's deceptive strategy revolved around YouTube videos, Facebook and Instagram posts, and word-of-mouth marketing to lure new members into purchasing STA tokens, with initial investments ranging from US $30 (approximately ₹2,500) to a staggering US $10,000 (₹8.3 lakh). The promise of monthly returns, spanning 7% to 13%, contingent on the investment amount, enticed individuals from various walks of life.