e-commerce
Tyroo & Nazara to enable e-commerce in mobile games
MUMBAI: Tyroo Technologies, today, announced its partnership with India’s leading mobile game publisher and developer Nazara Games, to power their mobile game ‘Nazara Cricket’; riding on the cricket fever in India with the upcoming World Cup T20. Through this partnership, gamers soak on the spirit of cricket as well as get a chance to shop for their favorite merchandise and avail special e-commerce deals while staying within Nazara Cricket’s app. Going forward, Tyroo will also be powering all other mobile games of Nazara, including the crowd favorites like Chhota Bheem Race Game, Cut the Rope: Magic and Virat Cricket etc.
It is a major leap in mobile game monetization as Nazara moves beyond interruptive advertising. Nazara will now offer contextual and personal experience to the consumer. In this first of a kind gaming integration, high-affinity products will be curated to the gaming users using Tyroo’s Native Commerce Ad platform. Tyroo’s Native Commerce Platform can curate from more than 20 million SKUs across e-Commerce brands today. On the basis of customer preferences and insights obtained from Nazara, Tyroo will offer relevant products to gamers.
Speaking about the partnership, Siddharth Puri, CEO, Tyroo Technologies, said “The mobile gaming industry in India is poised to grow exponentially with the unprecedented rise of mobile-first population and Internet penetration. While our first phase was about digital commerce influencing customer choices by capturing their decisions, our objective now is to have a destination-less shopping experience. Nazara has always remained ahead of the innovation curve and this initiative to create a consumer to product relationship with enriched data will definitely help influence, engage and convert audiences into actual paying customers.”
Commenting on the partnership, Manish Agarwal, CEO, Nazara Technologies said, “Nazara’s IP based games have a huge fan following. IP based gaming builds a highly engaged community with context of gaming and we are offering a great opportunity to e-commerce companies to showcase their relevant merchandise to the millions of engaged fan boys/girls of the IP. This association with Tyroo will allow us to offer gamers on the Nazara network a very contextual shopping experience without interfering in the core game play.”
Tyroo’s Native Product Ads technology has been developed keeping consumers at the epicenter of the mobile advertising ecosystem. While other e-commerce ads overwhelm and confuse a consumer by showing different products to choose from, Native Product Ads only show relevant products as per consumer interest, reducing their efforts of buying products online.
Native Product Ads technology allows different formats for app developers based on their mobile app design, font and layout and drive purchase via Product Discovery. It also enables advertisers to monitor native product ad performance through an in-built dashboard and accordingly use product analytics to create more engaging content for the audiences.
e-commerce
When love sat down Instamart’s Phools bloom into a viral Valentine
A Bandra bench, two flowers and four million views spark quiet romance.
MUMBAI: Sometimes, romance doesn’t need a script, just a place to sit. This Valentine’s Day, Instamart discovered exactly that with Phools in Love, a public installation in Bandra, Mumbai, where two oversized sunflowers and an ordinary bench quietly stole the spotlight.
The idea was disarmingly simple. Instamart placed the installation in a public space and let people react without prompts or instructions. Couples, families, morning walkers and curious passersby were invited to sit, pause and interpret the moment for themselves. What followed was a stream of unfiltered responses, shy smiles, awkward laughter, tender glances and playful giggles, each moment shaped entirely by those who stumbled into it.
Captured as a digital-first film, Phools in Love struck an immediate chord online. Within 12 hours of release, the video clocked close to 4 million views, fuelled largely by organic sharing across social platforms. Viewers were drawn not by spectacle, but by recognition, the familiarity of understated, almost cinematic intimacy.
The installation leaned into a truth deeply rooted in Indian culture. Romance here has rarely relied on loud declarations. Instead, it thrives in suggestion, a look held a second longer, a shared laugh, a 90s hindi movie frame where two flowers say more than words ever could. In Bandra, those cues played out in real time. A couple in their 60s exchanged surprised smiles. A young pair broke into laughter. Children squealed as parents instinctively reached for their phones. A same-sex couple quietly held hands and leaned into the moment. To an onlooker, it was just two flowers. Everything else was imagined.
Instamart stayed deliberately in the background, acting as the quiet enabler rather than the hero of the scene. Participants were surprised with Valentine’s Day gifts, flowers, chocolates, teddies and small, thoughtful tokens delivered almost as instantly as the emotion itself. The gesture reinforced Instamart’s positioning as the brand that shows up in fleeting moments, especially when love arrives last minute.
“Romance in India has never been about spelling everything out,” said Swiggy head of brand Mayur Hola. “It’s always lived in suggestion, in old Bollywood frames where two flowers could say more than words ever could. With Phools in Love, we wanted to recreate that feeling in the real world and see how people interpret love in their own way.”
The campaign also tapped into a wider Valentine’s buzz around the platform. Instamart recently went viral for its limited-edition bouquets made of chocolates, condoms, protein bars, snacks and flower-shaped hair clutches, a playful nod to the growing appetite for personalised, unconventional gifting.
In a season crowded with grand gestures and loud declarations, Phools in Love stood out by doing the opposite. By letting people project their own stories onto a simple setup, Instamart turned an ordinary bench into a mirror and reminded the internet that sometimes, love only needs a moment to sit down and bloom.
