Mumbai: Irony Inc, a community-first e-sports platform and GamerzArena, India's one of the leading e-sports platforms have partnered with Naagin, the original Indian hot sauce to organise '’Free Fire Original Fierce League' for the gaming enthusiasts.
The tournament began on 24 November and winning teams from each round will progress towards the final game, scheduled to be held on 9 December. A record 1500 teams will battle it out to bag the highest winning amount of Rs 1,00,000 and the coveted championship title.
“The Gen-Z consumer is one of the most authentic and self-aware audiences. With Gen Z, passion and true connection supersede vanity metrics such as likes, views and impressions," stated Irony Inc founder and CEO Tushaar Garg. "We are thrilled to have a brand like Naagin aboard which realizes the need to embrace this new-age and emerging esports landscape with an open mind.”
According to the latest report published in October by Sensor Tower, Garena Free Fire became the most downloaded mobile game worldwide with 30 percent downloads coming from India that happens to be its biggest market. Intending to connect with Gen-Z audiences, Naagin, India’s first homegrown hot sauce brand has marketing initiatives to include Free Fire mobile esports tournaments.
“Naagin places two traits at the centre of everything they make - fire and passion. Our love for Gen Z is evident for the fire they possess to pursue their passion," said Naagin co-founder Arjun Rastogi. "This association will reinforce our target to make Naagin a product to pair their match-time-watching snacks and foods with. At Naagin, we pride ourselves on making products that hit the spot, similar to Free Fire players who hone their ability to hit their mark.”
The 'Free Fire Original Fierce League' will be hosted on GamerzArena, India’s leading esports platform for everyday gamers. “Once Irony Inc brought this proposal to us, we were immediately intrigued to work with Naagin as it gives us a giant opportunity to cater to our core target group Gen-Z,” said Alpha interim CEO Matthew Schmidt. “This partnership only further enforces the importance of E-sports in India and Naagin will help Alpha and Irony Inc grow this community.”
“Irony Inc is known for their work with Intel Gamer Days (IGD) and Coda Shop Global Series (CGS) and endeavors to build highly engaged e-sports-based communities for brands that have zeroed in on mobile E-sports to engage and expand their relationship with Gen-Z,” Irony Inc's Garg further added.
