A23 aims to make rummy premium, with 'well played' campaign

Head Digital Works has rolled out a campaign for its rummy brand A23. The brand was refreshed recently (was previously known as ace2three) and the campaign conceptualised by Tilt Brand Solutions aims to give it a premium look. 

 

The campaign has been titled ‘Rummy. Well played.' and features four films. The four films show the protagonists tackle different situations in an extremely smart way.

 

 

Deepak Gullapalli, founder and CEO, Head Digital Works, said, “We are passionate about creating a premium rummy experience and pride ourselves about implementing responsible gaming standards for the customer with high security and integrity. Carrying the passion of being a premium online rummy gaming platform forward, in a cluttered market, we have revamped the design and user experience to stand out and be the most preferred premium destination. The ‘Rummy. Well played’ campaign aims to attract the passionate rummy players who are looking for a premium platform to fully explore their gaming skills and truly enjoy the experience.”

 

Shriram Iyer, chief creative and content officer, Tilt Brand Solutions, said, “While investigating and studying the category, we discovered that the online rummy category had over time become quite cluttered and had reduced itself to an undifferentiated and transactional category. In the bargain, the true essence of playing rummy, which entails professionalism, quality, responsible gaming, etc. had been somewhere compromised and missed by the passionate players. There was a gap as also an immediate need to shift the focus from the game to the players. Players for whom it’s not just a game, but a serious passion. They are serious about the game and its rules, and want to play with the best players. And with A23's significant visual and experiential makeover too, we were clear that A23 had to be a premium destination for world-class players to play their best moves."

 

The campaign is spread across TV, OTT platforms, YouTube and social media.