Mumbai: Head Digital Works (A23), an online skill-gaming platform with over 75 million registered users, has unveiled its new brand campaign, ‘Yahan Dimaag Jeetega’, featuring Bollywood superstar and long-time brand ambassador Shah Rukh Khan. This refreshed identity marks a significant milestone for the 18-year-old brand, positioning it as an action-packed, one-stop destination for skill-based gaming enthusiasts.
The campaign celebrates strategic thinking and the rush of using skill to triumph, resonating with A23’s commitment to customer-centric innovation. It includes two dynamic films starring Shah Rukh Khan that depict relatable, everyday scenarios where wit and strategy lead to success, mirroring the gaming experience on the A23 platform.
Shah Rukh Khan, commenting on the campaign, shared, “In India, we play to win. This is the essence of A23’s new ad as well, where users—be it in gaming or real life—use their minds to succeed. I believe this messaging is an organic fit for A23 and will be relatable for all gaming enthusiasts. I have witnessed the platform evolve into a customer-centric gaming app over the years, which truly values its users and celebrates their every win.”
Gunnidhi Singh Sareen, Vice President – Marketing, Head Digital Works, added, “With ‘Yahaan Dimaag Jeetega’ campaign we want to transform A23 as the ultimate destination for players who value strategic thinking and skills to win. With Shah Rukh Khan, we want to bring home the feeling, the rush and the excitement that comes with winning solely using one’s skills. We hope that these new brand films hit the right chord within our audience given that these are instances picked from our daily lives.”
To complement the campaign, A23 has introduced product enhancements such as big-ticket challenges, leaderboards, and tournaments that reward players for their strategic acumen. Notable among these is the marquee ‘Rummy Maha Mela’, which extends the campaign’s core message into a real-life gaming experience.
Through “Yahan Dimaag Jeetega,” A23 reinforces its position as India’s premier skill-based gaming platform, inspiring players to embrace challenges, hone their skills, and celebrate victories that showcase their intelligence and strategy.
Film 1:
https://www.youtube.com/watch?v=wzf8HalC0vE
Film 2:
