A23 launches second edition of its ‘Responsible Gaming’ campaign with Shahrukh Khan

India’s multi-gaming platform, A23 (Head Digital Works) has announced the launch of its new brand campaign with its brand ambassador, Shah Rukh Khan. Through these films, the brand aims to showcase its overall gaming prowess in a quirky yet relatable manner for rummy and promotes the importance of responsible gaming.

The new ad film highlights the 4 crore+ strong userbase of A23 rummy players depicting Shah Rukh Khan as the ‘Badshah’ of rummy. These films also showcase various genres of rummy available on A23.  A23 is also launching the second edition of its ‘Responsible Gaming’ ads to reinforce its message and the brand’s belief to play responsibly. The fresh ad films focus on the ‘how’ of responsible gaming by educating viewers on steps they should take to limit their playing time, money spent, and so on. while playing. The campaign films will run across multiple regional languages.

The initial set of advertisements were made live to the public yesterday on the sidelines of the Asia Cup’s much-awaited India-Pakistan match. The brand films were released on all major digital and traditional mediums. Watch here. The second ad film illustrating the features of rummy will follow in the early weeks of September.

Earlier this year, A23 launched the ‘Chalo Saath Khelein’ campaign that shed light on all its offerings including rummy, fantasy sports, pool and carrom, among others, coupled with a first-of-its-kind responsible gaming campaign.  Amplifying and upping the messaging of responsible gaming to new heights, the latest films focus on how users can set daily limits and curtail the amount of time they play on the platform while enjoying gaming.

Speaking about the campaign, Head Digital Works founder and CEO Deepak Gullapalli, said, “We have received a lot of love and acceptance from the audience on our platform over our journey and this would not have been possible without the way we positioned our brand. Today, as flag bearers of skill-based gaming in India, we believe it is imperative to reiterate the importance of responsible gaming from time to time to ensure that players are mindful of the amount of time and money they spend on our platform. This new set of advertisements is yet another step towards re-enforcing our brand’s message.”

Commenting about the new campaign, Shah Rukh Khan mentioned, “I am delighted that A23 has continued to build on its responsible gaming messaging in this campaign as well. We are still the only brand in this space to champion this cause and A23 will continue to drive this point home.”

Ever since its inception, A23 has been steadily providing a smooth and transparent platform for skill-based gaming users to enjoy gaming. The current campaign is a celebration of its users who are now over 4 CR across the country and highlights the various rummy variants available on its platform. As an industry leader, A23 endeavours to provide its users with a skill-based gaming platform that can be enjoyed purely as a means of entertainment.


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