Mumbai: Head Digital Works’ A23 has announced the launch of its new brand campaign with its brand ambassador, Shah Rukh Khan.

The brand has also unveiled new ad films under the campaign, aimed at showcasing its overall gaming prowess in a quirky yet relatable manner for rummy.

The new ad films highlight the four crore plus strong user base of A23 rummy players, depicting Shah Rukh Khan as the "Badshah" of rummy. The ad films also showcase various genres of rummy available on A23.

A23, furthermore, announced the launch of the second edition of its "Responsible Gaming" ads to reinforce its message and the brand’s belief in playing responsibly. The new ad films focus on the "how" of "responsible gaming" by educating viewers on steps they should take to limit their playing time, money spent, etc. while playing. The campaign films will run across multiple regional languages.

The second ad film illustrating the features of rummy will follow in the early weeks of September.

Earlier this year, A23 launched the "Chalo Saath Khelein" campaign that shed light on all its offerings, including rummy, fantasy sports, pool, and carrom, among others, coupled with a first-of-its-kind responsible gaming campaign. Amplifying and taking the message of responsible gaming to new heights, the latest films focus on how users can set daily limits and curtail the amount of time they play on the platform while enjoying gaming.

Speaking about the campaign, Head Digital Works founder and CEO Deepak Gullapalli said, "We have received a lot of love and acceptance from the audience on our platform over our journey and this would not have been possible without the way we positioned our brand. Today, as flag bearers of skill-based gaming in India, we believe it is imperative to reiterate the importance of responsible gaming from time to time to ensure that players are mindful of the amount of time and money they spend on our platform. This new set of advertisements is yet another step towards re-enforcing our brand’s message."

Speaking about the new campaign, Shah Rukh Khan mentioned, "I am delighted that A23 has continued to build on its responsible gaming messaging in this campaign as well. We are still the only brand in this space to champion this cause, and A23 will continue to drive this point home."