Head Digital Works, the Hyderabad-based online skill gaming company, today announced that it has signed in Bollywood superstar Shah Rukh Khan as the Brand Ambassador for its online multi-gaming platform – A23. SRK will feature in A23’s ‘Chalo Saath Khele’ campaign that would promote responsible gaming habits. It will also showcase various games of skill offered under the brand A23 such as rummy, fantasy sports, carom, and pool. A23 which began as a rummy portal has recently diversified into a multi-gaming platform and has over 30 million users.
Welcoming Shah Rukh Khan as the brand ambassador of A23, Deepak Gullapalli, Founder & CEO, Head Digital Works, said, “It is a privilege to have the nation’s biggest superstar to be associated with A23. We truly believe that Shah Rukh Khan represents what our platform stands for both in terms of our brand and our players ― self-made champions who display a high degree of professionalism and skill in their game. As a global superstar, who has always connected well with all segments of the audience and society, we believe that Shah Rukh will help elevate our brand and win the hearts of millions of Indians who relate to using their skills to win. The Chalo Saath Khele campaign brings to life the narrative of various types of gamers on A23 through the magic of Shah Rukh Khan that promises to enthral fans of King Khan and make A23 a house-hold name in India.”
Through this association, A23 aims to take a stand in the industry to share the message of playing responsibly and indulging in safe online gaming practices for users across all online gaming platforms. “I look forward to being a part of India’s first of its kind online gaming campaign that pro-actively initiates the messaging of responsible gaming. A23 has always aimed at providing a premium but inclusive platform for skill gaming enthusiasts. Just like any other form of entertainment, I would urge all online gamers to indulge at their leisure, but responsibly,” SRK stated on his association with A23.
In December 2020, the Advertising Standards Council of India (ASCI) had released guidelines related to real-money gaming, which came into effect on 15 December that year. The guidelines require real money gaming advertisements to not be aimed at minors, not present gaming as a possible source of livelihood or link it to success. In addition, the guidelines also require all advertisements to carry a disclaimer regarding the risk of financial loss and the addictive nature of such games in print and audio/visual formats: “This game involves an element of financial risk and may be addictive. Please play responsibly and at your own risk.”
In February 2021, it was reported that ASCI processed 81 complaints against advertisements of various online gaming platforms after releasing guidelines related to real-money gaming. In terms of platforms, a majority of the complaints received were regarding ads on Instagram (39) and YouTube (37). The maximum number of complaints were filed against online cricket (55) and rummy (15). Head Digital is one of the petitioners that successfully challenged the gaming bans imposed by Karnataka and Kerala. The company also challenged the laws enacted by Andhra Pradesh and Telangana before the respective High Courts.