₹ Want serious skilled gamers to come onto the platform: Lakshmi Idupuganti, A23
Lakshmi Idupuganti, Senior Director - Brand and Design, Head Digital Works, A23 talks about repositioning to target skilled players looking for challenge, the focus on responsible gaming and more
Online rummy and poker card games portal A23, operated by Head Digital Works, recently announced its latest campaign ‘Yahan Dimaag Jeetega’ campaign featuring brand ambassador Shah Rukh Khan. For the past three years, the online games portal ran the campaign, ‘Chalo Saath Khelein with A23’ with an aim to make people aware of the platform A23 and associate it with online rummy and online poker. The campaign targeted everyone interested in rummy and poker and invited them to the platform. Currently, A23 has over 75 million registered
users across India.
Now three years on, as the gamer in India has evolved, the need now arose to talk to the serious gamers more closely. This campaign champions the accomplishment that comes from using their gaming skills to win. With a focus on strategic thinking and the application of skill, the evolved messaging aligns with A23's action-oriented and customer-centric stance. Lakshmi Idupuganti, Senior Director - Brand and Design, Head Digital Works (A23) explains, “This is our third campaign with Shah Rukh Khan. We repositioned the brand message to target skilled players and that’s why we did ‘Yahan Dimaag Jeetega’. We are targeting people who appreciate a good challenge and a reward. They are more strategic in their gameplay and are there solely for their skill, to take on big challenges and win rewards.” She continues, “We want serious skilled gamers to come onto the platform and play as against having the casual gamers. This campaign also talks about one upmanship and outsmarting the other to win. On the product level, we want to offer challenges that will attract professional players.”
