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Axe Deodorant announces first gaming integration in India with World Cricket Championship 3

The in-game integration inside Next Wave multimedia’s WWC 3 is implemented by GroupM ESP

World Cricket Championship 3 (WCC 3) has announced the first-ever in-game integration of Axe Deodorant, which is being implemented by GroupM ESP. The association will bring alive the dual benefits promised by the brand to gamers, who can upgrade two skills instead of one when they are faced with challenging situations on the field in-game.

The association comes at a time of the resumption of IPL 2021 and the upcoming ICC World T20. Axe Deodorant has been associated with gaming globally and this is the first in-game partnership in the country.

PR Rajendran

PR Rajendran, CEO and Co-founder, Next Wave Multimedia, said, “We’re thrilled to have Axe Deodorant choose WCC 3 for its first gaming integration in the country. Given the cricket season is upon us, I think this will provide fans with more excitement while they play the game. WCC always looks forward to providing its community with the best experience and we’re sure Axe Deodorant will only enhance it!”

Shailendra Singh

Shailendra Singh, General Manager, Deodorants, HUL, said, “The first love for most young guys in India is cricket. The integration of Axe with WCC 3 brings together this first love with another major passion point — gaming. It is a great platform to bring alive Axe’s Dual Action proposition with which it relaunched earlier this year. We are excited to get young consumers to level up their game – digitally while gaming and in IRL with Axe can.”

Vinit Karnik

Vinit Karnik, Head, Sports, eSports and Entertainment, GroupM South Asia, said, “We’re thrilled to have collaborated with Axe on WWC3. In-game integration makes brand communication very focused, along with targeting the right consumers. With the newfound sense of consumer value in gaming, users will increasingly engage with content that delivers true value. Since gaming is a massive and readily engaging market with customers, it was a perfect synergy to bring together Axe and Next Wave multimedia for this initiative.”

WCC 3, the latest edition in the World Cricket Championship (WCC) franchise, has over 160 million downloads. The game has been infused with simulation of actual cricket, updated gameplay features such as new controls, animations, real-time motions of athletes and professional cricketers, women’s cricket, a comprehensive career mode with over 400 tournaments, international leagues and much more. The game recently also added a standalone esports lobby.

The game offers multiple vernacular language commentaries apart from English by professional commentators. It offers Telugu commentary voiced by former Indian cricketer and current IPL commentator, Venkatapathy Raju. English bowler, columnist and BBC cricket commentator Isa Guha and Matthew Hayden comprise the English Commentary roster, while the ingame Hindi and Tamil versions are voiced by Aakash Chopra and Abhinav Mukund, respectively.

The World Cricket Championship series has been created by Chennai-based Next Wave Multimedia Pvt. Ltd., which is a subsidiary of Nazara Technologies, the gaming and sports media platform. Launched in November 2020, the third instalment is the latest in the series.

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