Ad Campaigns
A23 launches new brand campaign featuring Smriti Mandhana
Mumbai: India’s leading multi-skilled gaming platform with more than 65 million registered users, A23 (Head Digital Works), launched its A23 Cares brand campaign featuring Indian women’s national team cricketer, Smriti Mandhana. A23 Cares is an initiative to raise awareness about healthy practices while playing online real-money games. This integration on A23 RMG platforms encourages self-control amongst gamers and further safeguards their interests. It enables all A23 users to place daily limits, set budgets and take regular breaks to enjoy online games in a healthy environment.
In the brand film, Smriti is portrayed in multiple facets of her day-to-day life which includes playing cricket matches, attending social events, training in the gym, travelling and engaging in brand shoots. In between a hectic schedule, she loses her energy and feels tired. This is when her coach asks her to take a break and rest, driving home the message that ‘sports ho ya gaming, balance dhoondna zaroori hai.’ The later part of the film showcases features in the A23 app that allows users to take breaks and set limits to play responsibly. With A23’s proven superiority in the online real-money gaming sector since the last 18 years, A23 Cares focuses on furthering the long-running ethos of the platform – to create a safe, secure and engaging user experience.
Commenting about the new campaign, Smriti Mandhana mentioned, “It is crucial to understand the importance of taking breaks and allowing your body and mind to refresh, be it playing online or offline. I am optimistic to see a positive impact of the A23 Cares initiative on the online gaming community. With a number of platforms available at our fingertips today, it is important to choose the ones that truly care for their users’ safety and well-being. ”
Digital Works VP of marketing, head Gunnidhi Singh Sareen said, “A23 Cares is launched with an intent to further our focus towards being a customer-centric gaming platform. This one-of-a-kind campaign will not only hit the right chords with all sports and gaming enthusiasts but will also deliver a message central to our functioning. Of being in the sector for more than 18 years now, A23 has set self-regulating benchmarks to inculcate safe gaming practices across the sector. As a company, we have a long-term strategy to create even more value for our users through initiatives like A23 Cares. “
The new 35-second ad highlights the importance of taking breaks and setting budgets while playing real-money online games. A23 Cares brand film is live across all major social, OTT, OLV and TV channels in Hindi, Kannada, Tamil, Bengali, Gujarati, Marathi and Malayalam.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
