The campaign features actors and influencers –
Mandira Bedi, Aparshakti Khurana, Varun Sharma, Vir Das, Manjot Singh, Danish Sait,
and Sathish Muthukrishnan
Games24x7, one of India’s leading gaming companies,
unveiled a new digital influencer campaign for its skill gaming platform,
RummyCircle. Conceptualised by marketing consulting firm Spring Marketing Capital,
the campaign aims to deepen the connection between the game’s platform and
players of India's favourite card game: rummy, across different parts of the
country.
Games24x7 has partnered with Bollywood artists, Aparshakti Khurana, Varun Sharma, Vir Das, and Manjot Singh for the campaign in the North
Indian market. In the same spirit, the company has also associated with
popular artists Danish Sait and Sathish Muthukrishnan for Karnataka and Tamil
Nadu regions. The digital films feature the actors portraying an array of
emotions that gamers undergo while they are up against others in an exciting
game of online rummy, thereby bringing the spirit of the platform alive.
Games24x7 has also partnered with actress and TV presenter Mandira Bedi to release a series of tutorial
videos on rummy, to help players master their skills in an easy and fun
way. Commenting on the partnership with Games24x7, Mandira Bedi said, "As
a gaming pioneer, Games24x7 is leading responsible growth for the gaming
industry in India. I am delighted to partner with Games24x7 on their initiative
to help gaming enthusiasts improve their rummy-playing skills. Rummy is a fun
game and I am happy to introduce RummyCircle: Masterclass with Mandira
Bedi".
Speaking about the new digital influencer
campaign, Avik Das Kanungo, Director - Brand and
Marketing Strategy, Games24x7 said, "We are delighted to associate
with Bollywood celebrities and popular influencers for the slice-of-life
depiction of enthusiastic online rummy players in the campaign. Rummy is
undoubtedly India's favourite card game and is becoming increasingly
popular across the length and breadth of the country. At RummyCircle, we want
to bring alive the game online in a new way by highlighting the inherent skill
involved in the game. We believe rummy is a super exciting and fast-paced game
to play as it needs you to think on your feet while in the game to master the
moves and become a champion."
Speaking about the new digital
influencer campaign, Arun Iyer, Founder and Creative Partner, Spring Marketing
Capital said, "Rummy
as a game has always been a favourite with families. In this digital influencer
campaign, we’ve tried to capture the skill, strategy, fun and banter that every
game of rummy on RummyCircle comes with. The actors were shooting the
films themselves at home."
Games24x7 was founded by New York University alumni
Trivikraman Thampy and Bhavin Pandya in 2006. Fueled by early-stage investments
from marquee venture capital firm Tiger Global and a host of investment
entities from the United States, Games24x7 enables cash, community and
creativity for its massive gaming community. The company boasts an exciting
full-stack games portfolio across skill games and casual games, with leading
platforms including RummyCircle, My11Circle (a fantasy cricket league) and
Ultimate Games (casual games).
The company has been investing aggressively in its
India-centric mobile games business, while also diversifying with investments
in the international gaming market and other technology partnerships.
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