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
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
