MAM

On-demand TV shows add to Adda52 Rummy's traditional marketing efforts

Adda52 Rummy’s Ashish Bhakuni talks about its marketing strategy

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/12/Adda52_Rummy.jpg?itok=JWjpuZkl

NEW DELHI: One of the most trusted and rewarding rummy apps in India, Adda52 Rummy, owned by Delta Corporation, has been very successful in engaging its growing user base with incredible mega-tournaments, quick rewards, and varied formats. The platform is expected to grow by 3.5x by 2025 according to an AIGF Study, and this can very well be attributed to its constant innovation and dedication to user experience.

In an interaction with Indiantelevision.com, its head of marketing Ashish Bhakuni said that rummy has been a very popular game in India and is known not for gambling but instead is seen as a tool for socialising and entertainment. “We are trying to capitalise on that thought process only," he says.

As per Bhakuni, Adda52 Rummy is spending 50 per cent of its overall revenue in marketing the property to achieve its desired growth. Adda52.com, in fact, launched its first ever integrated campaign ‘Banao Dimag Ko Ameer’, last year, to showcase the uniqueness of the game and highlighting poker as a mind game that enhances one’s mental skills.

But how relevant is it for a digital game to advertise on traditional media?

Bhakuni replies, “Normally, users do not immediately transact to what they see. It is very important to be retained in the memory of the user for a better brand recall. Omnichannel marketing does it quite well."

Adda52 Rummy currently spends 30 per cent of its overall marketing budgets on media like television, print and OOH.

The strategy for TV is to tap the audience during prime time for the game, which is 7 pm to 1 am. “This is the time when people are active on their mobiles. We run tournaments every hour, starting at 7 pm every evening and create a hook to get people on our platform.”

Bhakuni believes placing the ads beyond the regular drama channels is helping it perform even better. “We are tapping a lot of on-demand content. We recently did very well during a show on Discovery channel. These channels and programmes aggregate audience as the viewership is very high. They offer us guaranteed and very targeted viewership,” he says.

The platform is now trying to deepen its roots in the South Indian states of Kerala, Andhra Pradesh, and Karnataka, where the game is already very popular. It will be running a special campaign around Ugadi celebration, guaranteeing rewards every hour to its consumers.

Bhakuni highlights that the focus is going to be on utilising more data points to enhance user experience in the coming time.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/neeraj.jpg?itok=rEhutr8H
Havas Group India appoints Neeraj Bassi as chief strategy officer

MUMBAI: Havas Group India has further strengthened its leadership team with the appointment of Neeraj Bassi as the chief strategy officer, effective immediately. This is in sync with Havas Group’s aggressive growth strategy and its mission to create meaningful work for its clients. In his new role...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/vivian.jpg?itok=geYg3x1F
Viviana Mall live streams music performance

MUMBAI: Unable to attend a band or a concert this Saturday? Not an issue. Viviana Mall has brought live music performance to your smartphone. On Saturday, Viviana Mall live-streamed music performance on Instagram. The music activity was part of the ‘V4Music’ banner that it organises every Saturday...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/goqii.jpg?itok=DYPzlh7J
In a bid to help the underprivileged & frontline workers, GOQii launches ‘Health Quiz Karona’

MUMBAI: The nation is facing unprecedented challenges and in times of such adversity, is when we need to unite and fight the battle against the novel Coronavirus. While we sit in the comfort of our homes, it is the frontline workers who step out every day so that they can safeguard and help us come...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/salim.jpg?itok=wZG7YMlx
On the eve of World's Health Day, IPRS CreativeShala to host a LIVE session on Coping with anxiety and creative block!

MUMBAI: Music is a stress buster but very few are aware of the challenges faced by the artists in creating their masterpieces.  Research suggest that people working in the creative industries are three times more likely to suffer from mental health problems than any common man.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/ncio.jpg?itok=JoCjeA-N
Use 21-day lockdown to quit smoking, says Nicotex

MUMBAI: Nicotex, the leading brand in the smoking cessation category by Cipla Health Ltd has introduced a ‘21 Days to Quit Smoking Challenge’ exhorting smokers to quit smoking. As the nation entered a 21-day lockdown due to COVID-19 and is practicing social distancing, Nicotex also urged...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/Panasonic.jpg?itok=uhShb9Lp
Panasonic India's digital campaign crosses 100 million views on YouTube

MUMBAI: Panasonic India’s latest digital campaign for its newly launched IoT (Internet of Things) and AI (Artificial Intelligence)-enabled platform, 'Miraie for Connected Living’, has garnered more than 100 million views on YouTube. The campaign was planned and executed digitally by WATConsult, the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/mk.jpg?itok=VxLcTbnr
Crowdfunding platform Milaap launches campaign to fight Covid-19

MUMBAI: Covid-19, the disease caused by the novel coronavirus, has infected more than 4.9 lakh people worldwide.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/prashant.jpg?itok=PQZX_k0u
Momspresso.com and Fevicreate launch #IndiaCraftingMemories initiative

MUMBAI: Momspresso.com has rolled out a joint initiative #IndiaCraftingMemories in association with Fevicreate, a platform by Pidilite Industries Limited, that encourages creativity and makes learning fun through arts and crafts, and DIY activities. The 21-day campaign from Momspresso and the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/admitad.jpg?itok=TFLcJS8z
Admitad India comes forward to support daily wagers amid COVID-19 lockdown

MUMBAI: As the world passes through a period of turmoil, Admitad India has joined hands with Fiinovation, a global CSR consultant, to distribute essential commodities including food rations, masks, sanitizers and hygiene kits amongst migrant labourers and daily-wage earners in slum regions.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required