A23 launches brand campaign A23 Cares featuring Smriti Mandhana

A23's 35-second commercial featuring Smriti Mandhana emphasises the value of setting spending limits and pausing when engaging in real-money online gaming.

The Indian multi-gaming platform, A23 has launched a new A23 Cares brand campaign featuring Indian women’s team vice-captain, Smriti Mandhana.

A23 Cares is a program designed to create awareness about healthy behaviours when playing online real-money games. This integration on A23 RMG platforms promotes self-control and further protects gamers’ interests. It allows all A23 users to set daily restrictions, budgets, and take frequent breaks while enjoying online games in a healthy setting.

Smriti appears in various aspects of her daily life in the ad film, such as playing cricket, attending social gatherings, working out at the gym, travelling, and participating in brand shots. She loses energy and becomes exhausted as a result of her demanding routine. This is when her instructor advises her to take a break and rest, emphasising ‘sports ho ya gaming, balance dhoondna zaroori hai.’ The last half of the clip shows features of the A23 app that allow users to take breaks and set restrictions to play properly.

With A23’s established expertise in the online real-money gaming business over the last 18 years, A23 Cares is dedicated to promoting the platform’s long-standing concept of providing a safe, secure, and enjoyable user experience.

Smriti Mandhana, on the campaign, said, “It is crucial to understand the importance of taking breaks and allowing your body and mind to refresh, be it playing online or offline. I am optimistic to see a positive impact of the A23 Cares initiative on the online gaming community. With a number of platforms available at our fingertips today, it is important to choose the ones that truly care for their users’ safety and well-being. ”

Digital Works VP of Marketing, Head Gunnidhi Singh Sareen, said, “A23 Cares is launched with an intent to further our focus towards being a customer-centric gaming platform. This one-of-a-kind campaign will not only hit the right chords with all sports and gaming enthusiasts but will also deliver a message central to our functioning. Of being in the sector for more than 18 years now, A23 has set self-regulating benchmarks to inculcate safe gaming practices across the sector. As a company, we have a long-term strategy to create even more value for our users through initiatives like A23 Cares.”

The latest 35-second commercial emphasises the value of setting spending limits and pausing when engaging in real-money online gaming. The A23 Cares brand film is currently airing in Hindi, Kannada, Tamil, Bengali, Gujarati, Marathi, and Malayalam on all major social media platforms, OTT, OLV, and TV channels.

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