The company wants to promote Rummy as a highly engaging game of skill in northern India, where the game is yet to gain popularity.
“Rummy has always been very popular in South India,” Bhavin Pandya, co-founder and CEO at Games24x7, told ET. “In the North, rummy doesn’t share that sort of popularity. And we have been thinking for a while on how to educate North India about this game. It’s a highly engaging game of skill. So, we decided to go with a popular celebrity, who is very well known. Hrithik was an obvious choice, and he also most graciously agreed to come on board.”
As per Pandya, the rummy industry’s 60-65% of revenues come from southern India.
“Tamil Nadu, Kerala, and, to a certain extent, Karnataka constitute the bulk of the revenues for the rummy players. Currently, Andhra Pradesh and Telangana are on hold,” he added.
Games24x7, which used Ranveer Singh as a brand ambassador for its fantasy gaming platform My11Circle last year, wants to replicate the success in northern India with Roshan.
“We are very excited to partner with Hrithik. He has had a remarkable career, which is an epitome of versatility as he makes the right moves at the right time,” Pandya said.
The campaign, #RahoEkKadamAage, will launch on January 29 with a high-decibel television commercial and will also include the use of digital and other media.
It will highlight real-life scenarios where Roshan will demonstrate mental dexterity to find a way out of unforeseen situations.
“Rummy is a game of skill that requires intellectual acumen, patience and tact,” said Roshan. “What I like is that these are the same skills that you need to overcome challenges at various points in life. So, in a way, the game is a fun way to build life skills.”
Pandya said the campaign is going to be the company’s biggest till date for RummyCircle, and will involve heavy investments.
While association with Roshan is for one year, the campaign will see a high frequency roll out for the next 6-8 weeks across Hindi general entertainment channels, leading OTT platforms—MX Player and Disney+Hotstar—digital performance marketing platforms—both native and programmatic—along with short video platforms like Moj, Sharechat, and other social media.