Head Digital Works, the parent company of A23, has unveiled a brand refresh for its 18-year-old online skill-gaming platform. The campaign, titled ‘Yahan Dimaag Jeetega,’ features Shah Rukh Khan as the face of the initiative and aims to position A23 as a hub for skill-based gaming enthusiasts.
Reportedly, with over 75 million registered users, A23 is sharpening its focus on strategic gameplay. The campaign emphasises using wit and skill to outsmart opponents, aligning with the platform’s offerings of rummy and other skill-based games. The messaging marks a shift from casual gaming to a more action-packed and competitive narrative.
The campaign includes two films featuring Shah Rukh Khan, portraying everyday scenarios where strategic thinking takes centre stage. These narratives are intended to reflect the gameplay experience on the platform, where challenges, leaderboards, and 24/7 tournaments reward players for their skills.
Adding heft to the campaign, A23 is hosting the ‘Rummy Maha Mela,’ a marquee tournament designed to reinforce the brand’s focus on rewarding strategic gameplay. The tournament is positioned as a real-world extension of the campaign’s ethos.
“In India, we play to win. This is the essence of A23’s new ad as well where users be it in gaming or real life use their minds to succeed. I believe this messaging is an organic fit for A23 and will be relatable for all gaming enthusiasts. I have witnessed the platform evolve into a customer-centric gaming app over the years which truly values its users and celebrates their every win, ” Shah Rukh Khan, said.
A23’s strategy appears to bank heavily on Shah Rukh Khan’s wide appeal and the promise of skill-based triumphs. The question remains whether this approach will resonate with a player base seeking meaningful competition or if it will merely reinforce the status quo in a crowded gaming market.
“With ‘Yahaan Dimaag Jeetega’ campaign we want to transform A23 as the ultimate destination for players who value strategic thinking and skills to win. With Shah Rukh Khan, we want to bring home the feeling, the rush and the excitement that comes with winning solely using one’s skills. We hope that these new brand films hit the right chord within our audience given that these are instances picked from our daily lives,” Gunnidhi Singh Sareen, VP- marketing, Head Digital Works, said.
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