MAM
dentsu gaming & Intel transform college gaming with SCGC in India!
Mumbai: In today’s dynamic gaming landscape, with over 500 million amateur gamers, including 30 million passionate college students, it is pivotal to provide high-performance machines. Interestingly, a staggering 90 per cent of gaming enthusiasts expressed the desire to experience gaming on a laptop or desktop before making a purchase decision.
To bridge this gap and revolutionise the gaming experience for amateur gamers, dentsu gaming- the gaming practice from dentsu India, in association with Intel, collaborated with digit- one of the most trusted and popular technology media portals in India, to execute a campaign harnessing the potential of SKOAR! college gaming club (SCGC) – India’s innovative amateur college gaming program.
The campaign commenced with SCGC appointing campus ambassadors across 35 colleges in India. Leveraging platforms like Discord and WhatsApp, the ambassadors interacted with gamers, organising online playoffs and setting the stage for the subsequent phases of the campaign.
Furthermore, SCGC hosted a day-long Intel-powered offline esports event within five selected campuses. Showcasing the prowess of Intel-powered computers, the events featured experiential zones, workshops, and activities, culminating in an esports tournament. During the casual gaming sessions, it also had machines put through their paces which led to them emerging as the driving force behind the triumph of top college esports teams.
A key milestone was that the intel-powered online tournament, ‘Campus Clash’, witnessed the participation of teams from 35 colleges, further amplifying the campaign’s reach. A robust social media strategy was effectively executed with over 150 content pieces disseminated on Instagram and YouTube through the offline and online phases of the campaign.
Over 10,000 amateur gamers from 50 colleges were exposed to the innovative campaign. Gamers also got their hands on PCs with powerful Intel ARC GPUs, giving them a taste of Intel’s latest dedicated GPU line-up that packs some serious firepower with built-in machine learning, graphics acceleration, and hardware-based ray tracing.
Intel India marketing director, sales, marketing & communications group, Apurva Jani said, “Denstu has been an integral part of all our gaming activations for Intel, they help us identify the right media-led activations which drive reach and efficiency for Intel. SKOAR! college gaming club (SCGC) is a unique initiative from digit that is on a mission to build college-level gaming communities at the grassroots level across the country. The objective for this association was to enhance Intel’s brand resonance among college amateur gamers by facilitating hands-on trials of its personal computers across various colleges over three months.”
dentsu CEO of media South Asia Anita Kotwani added, “The strategy adopted by dentsu gaming through this partnership was built on engagement, education, experience, and empowerment. The collaboration has undeniably heralded a game-changing victory in the gaming arena, setting new benchmarks within the gaming community.
SCGC head Arun Yadav commented, “At SKOAR! college gaming, we are relentlessly pushing the boundaries of what’s possible in the world of grassroots gaming and esports. Our unwavering commitment is to provide students with the support and tools they need to level up their gaming. Collaborating with industry leaders like dentsu gaming and Intel, we are poised to shape the future of esports and ignite a transformative era for the next generation of gamers.”
MAM
Yes Madam introduces 0 per cent commission for pregnant service partners
Home salon platform supports over 7,500 beauty professionals with new welfare policy.
MUMBAI: When life gives you a bump, Yes Madam has decided the last thing a woman needs is a cut in her earnings. Yes Madam, one of India’s fastest-growing home salon and wellness platforms, has announced a 0 per cent commission policy for its pregnant service partners. The move aims to provide greater financial stability and flexibility to its network of over 7,500 trained beauty professionals during this important life stage.
Under the new initiative, pregnant partners will retain their full earnings with no commission deductions, allowing them to focus on their well-being while maintaining income continuity. The decision was prompted by a customer’s social media video that highlighted the experience of a pregnant service professional continuing to work. The customer suggested reducing commission and shortening travel distances for such partners.
Responding to the feedback, Yes Madam co-founder Mayank Arya acknowledged the concern and confirmed that hub restructuring to optimise travel is already underway in phases. He also announced the 0 per cent commission policy for pregnant partners and encouraged them to prioritise rest.
Yes Madam co-founder and CEO Aditya Arya, said the policy reflects the company’s commitment to open communication. “Our partners know they can reach out to us directly, and it’s this personal access that helps us build policies that truly matter,” he noted. “Introducing 0 per cent commission for pregnant professionals is a direct result of listening to their needs.”
Mayank Arya added that the platform has a responsibility to support partners at every stage. “This step is a small but important move in that direction. We actively encourage our service partners to prioritise their well-being and take adequate rest during this time.”
Yes Madam had previously introduced a 0 per cent commission model for its top-performing “Queen Partners.” Extending this benefit to pregnant professionals marks another step in strengthening partner welfare and building a more supportive ecosystem.
In an industry where beauty professionals often go the extra mile, Yes Madam is showing that genuine care should flow both ways especially when one of their own is expecting.
