Ad Campaigns
A23 launches new brand campaign featuring Shah Rukh Khan
Mumbai: India’s leading multi-gaming platform with more than 60 million registered users, A23 (Head Digital Works), has announced the launch of its highly anticipated A23 Poker application. Designed to provide a skill-based and exhilarating poker experience alongside their new brand campaign featuring Brand Ambassador Shah Rukh Khan. A23 Poker combines the thrill of real-money gameplay with innovative features and UX never seen before in the industry. Upholding A23’s commitment to security and player protection, this cutting-edge app incorporates robust security measures and protocols that have become synonymous with the brand.
Khan is seen using his great Poker skills to get himself out of a tight spot in the new brand film for A23 Poker. The screenplay and dialogues consciously uses phrases and terminology like raise, all in and more in the ad to highlight the product offerings and appeal to all poker enthusiasts. With this campaign, A23 aims to captivate all online real money gamers in the country with a focus on Indian poker players. Parallelly, carrying forward its long running messaging around safe and mindful behavior while gaming online, the brand launched the fourth edition of its ‘Responsible Gaming’ film.
Poker enthusiasts can now dive into a virtual world where skill and strategy reign supreme, creating a dynamic and immersive environment unlike any other. All this while still playing responsibly with robust AI-driven features. With A23’s proven superiority in the online real-money gaming sector since the last 17 years, the new app will carry forward the identical engaging experience for users along with exciting new formats and tourneys.
With the online real-money gaming industry in India experiencing remarkable growth, the launch of A23 Poker comes at an opportune moment. The Indian online gaming market has witnessed a surge in the number of online poker players, driven by the increasing popularity of the game and the accessibility provided by deep internet penetration. Recognising this trend, A23 Poker aims to cater specifically to the Indian poker fans, offering a platform tailored to their preferences and requirements. As more and more players in India embrace online poker as a source of entertainment, A23 Poker stands ready to provide an engaging experience that meets their expectations. Standing firm on the company’s ‘Responsible Gaming’ initiative, the platform comes inclusive of best in class checks and balances to ensure a safe, healthy and secure gaming experience.
Commenting about the new campaign, Khan mentioned, “A23 is one of most significant names when it comes to skilled based online gaming in our country. After becoming one of the leading online rummy platforms, they have now leveraged the experience and insights to create an exciting new product, A23 Poker. I am confident that the new app will appeal to every poker fan in the country and has something unique to offer. Congratulations to the team!”
Head Digital Works VP- marketing Gunnidhi Singh Sareen said, “The new campaign for A23 Poker is a testament to our commitment to deliver a high-quality product for our users. The launch film illustrates our brand ambassador in an action packed sequence while capturing the essence of the new product. This is the first instance for A23 to come up with a long running ad film (90 sec) and I am eager to witness how it is received by our audience. These ads are sure to create a positive stir amongst poker enthusiasts in the country. We also released a new ‘responsible gaming’ film to educate users about healthy and safe ways to game online.”
The new 90 second ad delves into the heart of poker, emphasizing the unique challenge, excitement and intensity that arises when players are truly tested on their skills and strategic prowess, showcasing the unparalleled experience offered by A23 Poker. The ‘responsible gaming’ film highlights the importance of setting budgets while playing real money online games. A23 Poker and Responsible Gaming films are live across all major OTT and OLV channels in Hindi.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
