Games24x7's
360° marketing campaign is a first-of-its-kind initiative in India's
online Rummy category and part of the company's continuous efforts to
extend awesome game playing experiences to all Indians.
Games24x7, one of India's leading online gaming companies, unveiled a new positioning — 'Apna Game Dikhao' for
its rummy platform, RummyCircle. The new marketing campaign aims to
bring out light-hearted competitiveness of the game among the players
and invites players from all over India to join the platform and show
off their rummy skills.
RummyCircle
is the flagship product of Games24x7's full-stack gaming portfolio of
skill games (RummyCircle and fantasy sports platform My11Circle) and
casual games. Launched in 2009, RummyCircle is currently the most
popular online skill gaming platform in India.
The
new positioning campaign portrays a myriad of emotions that goes on in
the mind of a rummy player while playing the game online. Through a
slice-of-life format, the brand film perfectly captures the fun,
entertainment, and immersive game playing experience that RummyCircle
offers.
The
marketing campaign includes a high-decibel television campaign that
will air across genres on all leading television channels. Apart from
Hindi Speaking Market, customised versions of the TVC will run across
major regional channels in West Bengal, Gujarat, Maharashtra, Punjab and
Uttar Pradesh.
The
campaign will also run across all major OTT platforms and YouTube and
the new positioning will be further amplified through high-frequency
campaigns on social media and other digital platforms. The company aims
to widen the reach of the campaign through strategic sponsorships and
tie-ups with influencers across different regions of the country.
Speaking about the launch Avik Das Kanungo, Director – Brand and Marketing Strategy, Games24x7 said, "As one of the pioneers of mobile gaming in India, we aim to establish the popularity of rummy as a competitive skill game of great entertainment value. We have seen a consistent increase in interest for the game from players across the country. While online rummy as a category is popular in the South markets, our research has shown a substantial rise in interest from players in the
other parts of the country. The primary objective of this new
positioning campaign is to expand our brand footprint beyond the South
market, which includes Hindi Speaking Markets (HSM), Maharashtra,
Gujarat and West Bengal. The #ApnaGameDikhao campaign brings alive rummy
as a thinking person's game, and we hope new players visit www.rummycircle.com and discover the awesome game playing experience."
Speaking about 'Apna Game Dikhao' Arun Iyer, Founder and Creative Partner, Spring Marketing Capital said, "Rummy
has always been part of our culture. It is often played as a fun,
inclusive, engaging game in different Indian households and by every
family member. Rummy is also a game of skill. Rummy Circle's 'Apna Game
Dikhao' campaign aims at bringing newer and diverse players into the
world of online Rummy to test their skills and have fun, just like they
would at home."
Games24x7
has been investing aggressively in its India-centric mobile games
business, while also diversifying in the international gaming market in
addition to building new and path-breaking technology products.
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