Online rummy platform Rummy Time has launched a campaign which has been conceptualised by Grey Group Bangalore.
Targeted at a younger demographic between the ages of 20 and 25, Rummy Time offers a host of exciting features such as free tournaments every 30 minutes, unlimited cash games and withdrawals, and welcome bonuses of up to Rs 10,000.
Ketan Desai, Chief Operating Officer, Grey group, said, “The task was to differentiate Rummy Time from other Rummy platforms. While the offerings may be common, but how does one bring it to the audience that is relatable to them? Involving YouTube influencers Nikhil Vijay and Vineet Beep Kumar was the starting point for us.”
Gautam Bhasin, Executive Creative Director, Grey Bangalore, said, "These quirky short films are all about the rush a Rummy player experiences winning a hand. And when there are a host of offerings that help him do that, one can’t control that joy and it gets out on others.”
The two-film campaign launched in the West and South of India talk about the thrill one experiences while playing a game of rummy on Rummy Time. It captures the moment where not just the player but also the people around partake – whether cheerfully or not is still up for debate – in the exhilaration of winning. Whether it is the sheepish sidekick of the burly Nikhil Vijay who timorously prepares for what’s to come next, or the exasperated partner of Vineet Beep Kumar making tactful arrangements for her husband’s inevitable outburst, when it comes to winning on Rummy Time, no one is free from the exaggerated enthusiasm.
The films are currently Live on YouTube and OTT platforms.
Creative Agency: Grey Group Bangalore
Chairman & Group Chief Executive Officer: Anusha Shetty
MD & Chief Creative Officer: Sandipan Bhattacharyya
Chief Operating Officer & President: Ketan Desai
Executive Creative Director: Gautam Bhasin
Sr. Creative Director: Niloy Som
Servicing Team: Rahul Hasija, Sanketh Nayak
Creative Team: Deeya Parikh, Jithin Kumar
Client Name: Rummy Time Technologies
PR: Sonal Mehta