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Junglee Games latest ad campaign tells you to ‘Play a fair game’ this Diwali

The online card gaming
platform Junglee Games has launched two hilarious commercials as part of its
‘Life is Unfair’ TVC campaign, which takes ahead its message that one can get
cheated in life but not on Jungleerummy.com. The campaign prominently
reiterates how every game of rummy played on Junglee Rummy is a fair game.
Players can register for free to win exciting cash and prizes.

The online card gaming
platform Junglee Games has launched two hilarious commercials as part of its
‘Life is Unfair’ TVC campaign, which takes ahead its message that one can get
cheated in life but not on Jungleerummy.com. The campaign prominently
reiterates how every game of rummy played on Junglee Rummy is a fair game.
Players can register for free to win exciting cash and prizes.

Commenting on the commercials, Satya
Mahapatra, CMO, Junglee Games said, “Online rummy is absolutely different
from other forms of card gaming as people can win substantial prizes and cash.
Our TVCs use humor to communicate the safeguards added for protection to rummy
lovers.  That besides offering the maximum entertainment, the platform
takes numerous measures to ensure fair play and allow the players in winning
what they deserve without worrying about collusion.”

The new series of ad films
feature a man visiting the hospital to have a first look at his new born child
but feels cheated when he notices a mole on the baby’s face that resembles his
driver’s face.  Another commercial features a middle aged man visiting a
massage parlor, asking for a female masseuse and ends up being attended by an
unattractive androgynous attendant. He feels cheated too. The TVC ends on the
note that life can be unfair but you can bet on playing a fair game at
Jungleerummy.com. The biggest difference in the campaign is the
suspense which is maintained till the very end.

The campaign was conceptualized by the marketing
team at Junglee working alongside an independent writer and a production house.

While speaking about the thought process behind the
campaign, Ankush Gera, CEO, Junglee Games, said, “We wanted to be edgy and
different.  Most campaigns for product companies start talking about the
product from the beginning.  We wanted humor, suspense and a bit of
edginess.  You don’t know you’re watching a commercial for a gaming
company until the very end.”

The campaign is being run
primarily on YouTube, Facebook and other publishers.  The campaign has
clocked in a million views already. “Engagement is on the higher side given
we’re seeing people convert to becoming players on Junglee after watching the
commercial,” Gera added.

The objective of the
campaign is to create brand awareness for Junglee Rummy and provide
information to end consumers about the level of effort invested by Junglee into
ensuring fair game play.

Commenting on their intended target audience, Gera
said, “Our target audience is anyone who plays Rummy or enjoys card games
online or offline.  Even those who don’t currently play games online or on
their mobile devices became aware of the game via a humorous campaign. With
almost a million people seeing the video and sharing it, it helps us reach out
to the target audience. “

“The campaign was ROI positive given we didn’t
spend a lot to have a million people see the videos.  On top, we observed
our CTRs on independent paid acquisition were the best during and after the
campaign.  The brand awareness also led to a visible jump in searches on
our brand.” said Gera, when questioned on the ROI of the campaign.

This Diwali, the company has also presented a
golden opportunity for its online and mobile rummy players to win prizes worth
Rs 1 crore. Players have to log
in daily and play at least one cash game to qualify for the prizes that include
a Honda Amaze car, an international trip, a Moto G phone, holiday vouchers, a
Honda Activa bike, Gold coins, silver coins and much more. Players must
update their contact information and address before playing Junglee rummy,
which if found incorrect, will disqualify them from winning the prizes.

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