Gaming
Scara Live turns the spotlight on culture and connection in real time
MUMBAI: In a world where everything’s streamed, Scara Live wants you to feel it live. The new vertical from Scara Gaming is reimagining India’s entertainment landscape by bringing brands, creators, and audiences together in the real world where emotion meets experience.
At the intersection of entertainment, sports, and culture, Scara Live isn’t just about events, it’s about cultural engineering. It crafts immersive, insight-led experiences that move beyond screens and algorithms to build real-world communities that pulse with creativity, connection, and conversation.
Helmed by a powerhouse leadership team, Scara Live draws on a collective experience of over 60 years across gaming, tech, live events, and media. Manoj George, with 20-plus years in the gaming and cultural sectors, previously drove business and revenue at Nodwin Gaming, Cornerstone, and UTV Disney. Mazher Ramzanali, who has shaped brand narratives for Budweiser, MTV, OML, and Vice Media, brings his 15 years of expertise in sponsorship and culture programming. Santosh P, former marketing leader at Bookmyshow and OML, adds 16 years of live entertainment strategy, while Vikas Chand brings his operational prowess from marquee sports entities such as BCCI, IMG Reliance, and Delhi Capitals.
Together, they aim to rewrite the live playbook turning brand engagement into shared memory. “Scara Live represents our belief that live experiences are where culture truly happens,” said Manoj George. “We’re combining the power of creativity with the discipline of data and delivery to help brands engage audiences in meaningful, lasting ways.”
Mazher Ramzanali added, “The lines between digital and physical engagement are fading fast. Scara Live is built to help brands bridge that space, transforming entertainment, sport, and culture into living experiences that drive connection and community.”
The company’s flagship properties, Pixel Pulse and Beyond the Game, anchor this philosophy. Pixel Pulse blends music, comedy, fashion, and gaming to create large-scale cultural moments, while Beyond the Game functions as a B2B thought-leadership and networking platform for sports, gaming, and innovation professionals.
The first project under Scara Live’s belt, iPopstar, is already tuning in audiences. A weekly music reality series featuring King, Astha Gill, Aditya Rikhari, and Parmish Verma, it brings together 12 contestants battling it out over six weeks. The series streams on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live acts as the culture partner for the IP, owned by Rusk Media.
As Santosh P put it, “India’s creator and live entertainment economy is on the rise. Scara Live is designed to meet the craving for authenticity and interaction, helping brands not just participate in culture but shape it.”
With a bold vision and a multi-disciplinary team, Scara Live is poised to redefine how India experiences live entertainment not as an event, but as a living, breathing story. For those tired of watching from behind the screen, Scara Live promises to make life itself the stage.
Gaming
Konami concludes successful eFootball India campaign
Campaign featuring Rinku Singh, Varun Chakravarthy and other stars boosts engagement ahead of FIFA World Cup 2026.
MUMBAI: When cricket meets football in the virtual world, even the biggest fans can’t help but score and Konami’s latest eFootball campaign in India has clearly hit the back of the net. Konami Digital Entertainment has successfully wrapped up its India campaign for eFootball, which brought together cricketers Rinku Singh and Varun Chakravarthy, actors Naslen Gafoor and Chandu Salim Kumar, and footballers Sahal Abdul Samad and Shubhasish Bose. The multi-star campaign generated strong excitement across gaming, football, and creator communities through social content, fan participation, and in-game engagement.
Building on the initial launch that featured a limited-time Lionel Messi card, the campaign united fan communities, lifestyle creators, football creators, and competitive eFootball influencers. It significantly expanded the game’s visibility and deepened engagement with fans across the country.
The campaign also saw thousands of entries submitted as part of its social media engagement challenge, reflecting high levels of community enthusiasm and active creator involvement.
Looking ahead, Konami plans to build on this momentum with more eFootball experiences for Indian fans as the FIFA World Cup 2026 approaches. With global attention on the tournament set to rise, India will remain a key market for deepening community engagement and bringing fans closer to the action.
In a country that lives and breathes sport, Konami has shown that mixing real-world stars with virtual thrills is a winning formula leaving fans eagerly waiting for the next goal.
