Indian multi-gaming platform, A23 (Head Digital Works), launched a fresh cluster of brand films under its ‘Chalo Saath Khelein’ campaign featuring Rakul Preet Singh. With the initial leg of these ad films, the brand highlights a variety of online rummy formats available on the A23 Rummy application on which users can play online together with friends and family.
The new ad film shows Singh and other players enjoying a game of darts, each with their own unique style of play. She goes on to talk about how players can choose from a variety of rummy formats on the A23 Rummy app, best suited to their skill set. A23 has also ramped up their enduring Responsible Gaming campaign, endorsing the need for players to game within reasonable limits. Singh, who is seen running on a treadmill, draws a parallel between exercising and online gaming and the need to take breaks between both.
The brand film coincides with the ongoing cricket season and the upcoming IPL, which always draws attention. Both the ad films are live across all major social and digital platforms.
The ads were released on OLVs and OTTs alongside traditional mediums on live cricket. A23 is set to release more such films in the coming two weeks showcasing its portfolio – A23 Rummy, A23 Fantasy and Cricket.com. Apart from Singh, these films will also feature popular digital creator Niharika Naga Malneedi. The message Chalo Saath Khelein will be telecast across multiple regional languages including Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Speaking about the campaign, Head Digital Works marketing VP Gunnidhi Singh Sareen said, “We believe in offering customised gameplay options to all our players, ensuring that they can enjoy our offerings in a safe and responsible manner. As we launch our latest campaign, we are proud to say that our responsible gaming narrative remains at the heart of our business. We are also excited to highlight our fantasy gaming experiences and offerings this season in the second leg of the campaign. The IPL season presents an excellent opportunity for us to reach the right audience, and we are excited to showcase our offerings on TV to millions of viewers.”
