A23, an online skill-based gaming platform under Head Digital Works, has launched an exciting new brand campaign titled ‘Yahan Dimaag Jeetega’.
Featuring Bollywood superstar Shah Rukh Khan, a long-time brand ambassador, the campaign marks a pivotal moment in the 18-year-old platform’s journey. With over 75 million registered users, A23 is reinventing its identity and reinforcing its position as the ultimate hub for skill-based gaming enthusiasts across India.
The new campaign is designed to capture the essence of strategic thinking and the thrill of using intellect to win. It highlights the importance of wit and strategy in everyday situations, directly aligning with the gaming experience A23 offers its players. Shah Rukh Khan’s presence in two new, high-energy ad films plays a key role in driving this message home.
Reflecting on the collaboration, Shah Rukh Khan shared his excitement about the campaign: “In India, playing to win is a mindset. This campaign perfectly mirrors that idea, where success, whether in gaming or real life, is all about using your mind. A23 is a platform that celebrates intelligence and strategy, and I’ve seen it grow into a user-first platform that truly celebrates every win.”
The dynamic new brand films depict everyday scenarios where strategic thinking leads to victory, drawing a clear parallel to the action-packed, skill-oriented challenges that A23 gamers engage with. The brand’s updated focus positions A23 as more than just a gaming platform, but as a community where players can sharpen their strategic abilities and gain the satisfaction of winning based on skill, not luck.
Gunnidhi Singh Sareen, Vice President of Marketing at Head Digital Works, elaborated on the campaign’s significance: “With ‘Yahan Dimaag Jeetega,’ we want to position A23 as the go-to destination for players who value skillful gameplay and strategic thinking. Shah Rukh Khan’s involvement brings that excitement to life, making the thrill of victory relatable. These films mirror daily life situations, adding a personal touch to the campaign and making it more relatable to our diverse audience.”
A23’s brand refresh also comes with exciting new product features aimed at enhancing user experience. The platform has introduced major updates, including leaderboards, challenges, and tournaments that reward players for their strategic brilliance. One standout feature is the ‘Rummy Maha Mela’, a premier tournament that brings the excitement of the campaign’s theme into a real-life competitive environment, offering both a competitive edge and the thrill of real-time achievements.
Through the ‘Yahan Dimaag Jeetega’ campaign, A23 is reinforcing its commitment to delivering an exhilarating, skill-based gaming experience. By emphasizing the mental aspect of gaming, it aims to encourage players to hone their skills, embrace challenges, and celebrate wins that showcase their tactical intelligence. As the campaign continues to gain momentum, A23 is solidifying its reputation as India’s leading skill-based gaming platform, inspiring players across the country to test their skills and reap the rewards of strategic play.
With Shah Rukh Khan’s charismatic involvement and an enhanced user experience, A23 is set to inspire a new wave of gamers who are driven by their ability to think, plan, and win.