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“Games24x7 Foundation expands Wheels of Change for youth cricket empowerment
Mumbai: Games24x7 Foundation, a not-for-profit arm of Games24x7, India’s most user-centric, scientific, and innovative online skill-gaming platform, has announced expansion of its flagship program, ‘Wheels of Change’, by offering aspiring children a unique opportunity to witness the thrill of a cricket match, fostering a spirit of inclusivity and empowerment.
As part of this initiative, the Games24x7 Foundation under its Wheels of Change initiative will engage with NGOs and sports academies across six Indian cities to offer enriching experiences for youth and aspiring athletes from underserved backgrounds. Throughout the TATA IPL, 60 plus aspiring young students from notable NGOs and academies including Hope Kolkata Foundation, Academy of Pathans in Lucknow, Aravalli Cricket Academy in Jaipur, JCH Cricket Academy in Ahmedabad, Victory Sports Foundation in Chennai and the Sports Coaching Foundation in Hyderabad will experience the electrifying atmosphere of a live TATA IPL T20 cricket match. Notably, My11Circle, Games24x7’s fantasy gaming platform, is the Associate partner of the IPL for the next five years.
Speaking about the initiative, Games24x7 co-founder & co-CEO Bhavin Pandya said, “Games24x7 Foundation is focused on driving meaningful interventions to empower the country’s youth to aspire for a brighter tomorrow by providing them with resources and opportunities they need to succeed. We believe that this wouldn’t just be a memorable experience, but an inclusive one that fosters a sense of possibility in the children who witness their heroes in action during the match. By witnessing the determination and passion of cricket players as they strive for success and gracefully accept the outcomes, inspires to set goals, work hard, and handle both success and failure with grace and humility.”
The ‘Wheels of Change’ initiative by Games24x7 Foundation reflects its steadfast commitment to create a lasting positive impact for future generations. Launched in January, the initial phase of the program focused on providing over 1000 bicycles to reduce the distance barrier for girl students accessing higher education in remote districts of Maharashtra.
Games24x7 Foundation stands strong with its parent organisations’ previous collaborations with Kailash Satyarthi Children’s Foundation (KSCF), Hemkunt Foundation, Christel House and many more non for profit organisations driving impactful initiatives. Notably, Games24x7’s partnership on a child trafficking study with the Kailash Satyarthi Children’s Foundation lending their tech for good brought forward a tool for KSCF and its partners to analyse data collected from the vulnerable children in real-time. These initiatives lay the foundation for meaningful change in countless lives across the nation.
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.
