A23 unveils campaign with new positioning 'Rummy. Well Played.'

Head Digital Works’ flagship online rummy brand A23 has launched a new campaign with its new positioning – ‘Rummy. Well Played.’  A23 (erstwhile ace2three) recently underwent a visual and experiential makeover of its product to suggest its premium offering.

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The campaign invites seasoned passionate players to the premium destination of online rummy by celebrating their core traits. Each of the films exemplifies these traits through not-so-usual, light-hearted moments in our life.

The campaign will have a media burst of four TV spots across all the major television channels. The media-mix includes strong regional coverage through language edits for the north, west and east regions of the country. The campaign will be viewed across leading OTT platforms and YouTube, and pushed through appropriate messaging on social media platforms.

Deepak Gullapalli

Deepak Gullapalli, Founder and CEO, Head Digital Works, said, “A23 is the pioneer in online skill-based gaming in India and is the 1st online rummy platform. 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 looking for a premium platform to fully explore their gaming skills and truly enjoy the experience.”

The campaign has been conceptualised by Tilt Brand Solutions.

Shriram Iyer

Shriram Iyer, Chief Creative and Content Officer, Tilt Brand Solutions, added, “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."

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