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Coca-Cola partners with Contests2win for IPL
MUMBAI: Coca-Cola has tied up with C2W Digital, the digital agency of contests2win.com.
The ‘Coke Dare Series‘ has been launched and features two advergames, made for the fans of the Delhi Daredevils Indian Premier League (IPL) franchise.
The series is based on the IPL tournament where players can step into the shoes of the Delhi Daredevils and play matches. The game is being positioned as a complete package from the toss to batting and bowling.
The twist in this game is a ‘Dare’ that the bowler / batsman can throw at the opposition, winning which will ensure the game will be won by the team / player at that moment itself.
The second game, Runathon, emulates a game that involves challenging friends to beat the score. The player has to keep the cricket ball up in the air for as long as possible while collecting runs which appear on the screen.
The games are hosted on www.delhidaredevils.com/cokedaredevils and can be played without registering also. This is a part of the digital initiative that Coca-Cola has undertaken for the IPL and it is on full display on the website www.delhidaredevils.com with an option for an user to become a Fan of the Delhi Daredevils.
The beverage conglomerate has done a double take on this promo by launching a sales linked promo also in which every Pet bottle of Coke has a nine digit code that can be used to accumulate runs and also to register online on www.delhidaredevils.com/cokedaredevils. Every member who registers becomes a Classic Member and is entitled to a freebie. Users also have the option of becoming Silver and Gold members by paying Rs 599 / Rs 999 on the site and avail of prizes.
Coca-Cola brand manager Avishek Mandal said, “We have been working with C2W Digital for the last many years for digital and sales linked initiatives. This time around we wanted a 360 degree inclusive approach and wanted to activate the digital platform in addition to on ground and retail activation. Gaming is catching up in a big way in India and for IPL and our association with the Delhi Daredevils, games is a must have.”
C2W Digital business head Gaurav Sharma says, “The brief was simple from Coke – to create engagement with the Delhi Daredevils and IPL in a fun and engaging manner. Advergames help a brand weave brand communication in a very seamless and fun manner. Flash based games are becoming increasingly popular in India and are among the top activities for online users. Since the games went live recently they have registered nearly 50,000 plays.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
