DCMN India to handle media duties for Gameskraft's Rummyculture, launches first TV campaign

Online gaming company Gameskraft has appointed DCMN India, the growth marketing partner to digital-first brands, to handle the media duties for its flagship product Rummyculture.

Bindu Balakrishnan

DCMN India bagged the business following a multi-agency pitch and the account will be serviced from its Gurgaon office. The mandate includes managing the brand’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics. The account will be led by Bindu Balakrishnan, Country Head, DCMN India.

The debut television campaign of Rummyculture is running across channels in multiple languages. The brand is further amplifying the reach with digital media.

Prithvi Singh, Founder and CTO, Gameskraft, said, "We began our journey with Rummyculture in late 2017, and it has emerged as one of India’s most played rummy games within a short period of time. With over one million registered users on its website and Android/iOS applications, Rummyculture has certainly struck a chord with gaming enthusiasts across the country. The launch of our first TVC at this exciting time is an effort to strengthen our position in the market. The TVC rightly reflects our brand persona of being a fun and engaging platform for Rummy enthusiasts. We are happy to be associated with DCMN India as our media partners. Their KPI-driven approach towards media planning was well in line with our marketing needs. They understood the requirements of the brand and executed a seamless campaign."

Balakrishnan says, “DCMN India is very happy to launch Rummyculture (Gameskraft) on TV. The online gaming industry has seen enormous growth in India in the past couple of years, and we are excited to be part of that growth. DCMN India will be driving the brand awareness for Rummyculture and simultaneously tracking the campaign at a spot level to measure its brand performance and continuously optimise for ROI. Rummyculture has already established itself as one of the most loved rummy games in India and we are sure that this campaign will further cement their position in the market.”

Gameskraft-owned Rummyculture was started in 2017. Since its launch, over one million Rummy players have played on the platform and the community is growing rapidly. The brand aims to give every player a premium and hassle-free rummy-playing experience.

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