Shah Rukh Khan Leads A23's Brand Revamp with 'Yahan Dimaag Jeetega' Campaign

Head Digital Works A23, an online skill-gaming company, has unveiled its brand refresh with the 'Yahan Dimaag Jeetega' campaign, featuring brand ambassador Shah Rukh Khan. This campaign emphasizes India's passion for winning through skill, showcasing the thrill and sense of accomplishment that comes from using strategy to succeed. With a focus on strategic thinking and skillful play, the messaging aligns with A23's proactive and customer-centric approach.

The new campaign includes two films starring Shah Rukh Khan, targeting players who thrive on the challenge and rewards of strategic gameplay. A23’s product updates, such as major challenges, leaderboards, and 24/7 tournaments, focus on rewarding players for their skills. The films portray everyday scenarios where strategic thinking leads to success, reflecting the gameplay experience on A23 apps. Both films emphasize A23’s message of celebrating strategy and intelligence in online gaming.

Speaking on the new brand films, Shah Rukh Khan stated, "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 of marketing, Head Digital Works stated, “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.”

A23 is also organizing tournaments like the ‘Rummy Maha Mela,’ which reward players for their strategic skills, providing a real-world extension of the campaign's central message. Through this campaign, A23 seeks to motivate players to take on challenges, sharpen their minds, and celebrate each victory as a reflection of their intelligence and strategy.