A retro clutter-breaking ad for the online gaming world!
Junglee Rummy, the online gaming portal, launched its very first television ad for all its rummy enthusiasts.
Rummy is a popular skill-based card game in India that people play regularly in social circuits. Unlike other card games, Rummy requires a blend of mathematical skills and distinct memorizing capacity. Said that, the ad campaign conceptualised and crafted by J Walter Thompson Hyderabad; highlight the changing times and the aspiration quotient across age group to elevate oneself to the digital universe.
Capturing the strategic insight of the portal, the campaign highlights the convenience and liberty to play the game anytime, anywhere without any distraction; featuring the brand ambassadors - Actor Prakash Raj and Actor Rana Daggubati.
The Junglee Rummy TVC starts with the background score “Aao Khele Rummy”, inspired by the nostalgic tune from the 1957 Bollywood track “Sar jo Tera Chakraye”, which had the famous comedian Johnnie Walker singing it onscreen. The tune has been recreated to generate an eclectic mix of modern and old world that takes the viewers back to the yesteryears where a family is sitting in their living room playing a game of rummy. However, due to numerous distractions perpetrated by other family members, the protagonist – played by Raj – gets constantly interrupted, making it impossible for him to play his beloved game. Meanwhile, Daggubati, who is also a part of the family but is not playing the game, is having a lot of fun seeing Raj in such misery. In the end, he comes to Raj’s rescue and introduces him to JungleeRummy. The setting changes into the present era where they both play an uninterrupted game of Rummy on JungleeRummy.com. The idea is to showcase, in a very lucid manner and with a touch of humour, how JungleeRummy enables you to enjoy your favourite skill-based card game with absolutely no distractions.
Commenting on the campaigns differentiated offerings, Mr. Ram Gedela, Managing Partner, J Walter Thompson Hyderabad said, “Online businesses need to realize that they are in a space where the audience has the ability to accept or reject any brand engagement. So unless you are surprisingly entertaining first you cannot build your brand presence online and we managed to do exactly that."
Touching on insight behind the campaign, Gedela said, "Rummy is one of the oldest and most loved card games in India across generations. But, when you play Rummy offline there is a big chance of you being distracted by multiple situations around you which in turn can spoil your game. Thankfully, when you play online with Junglee Rummy those distractions become irrelevant as you enjoy a hassle-free gaming experience."
Further taking us through the creative execution of the newly launched campaign, he added, "We’ve taken the insight around distractions forward in the film by adding a subliminal message of moving from the old way of playing (offline) to the new way (online with Junglee). We’ve done this while keeping the narrative entertaining, funny and engaging with the use of a retro theme through the 1st half of the film and then adding a transition to a modern avatar right at the end."
Speaking about the new TVC launch, Ankush Gera, Founder and CEO, Junglee Games said, “This is our first TVC with two of the most well respected and recognised celebrities in Indian cinema. By launching it on national television, we are letting every Indian know that Rummy, which has traditionally been one of the most popular skill-based card games in the country, is now available online to be played anytime and anywhere. Players can register for free on JungleeRummy.com and play games for free or for cash. The presence of Prakash Raj and Rana Daggubati would help Junglee Rummy establish a deeper connect with players in every region in the country.”
Link to the TVC: https://youtu.be/PczAMdmemDU
CREDITS:
Brand: Junglee Games
Product: JungleeRummy.com
Client: Ankush Gera, Saurabh Srivastava, Satya Mahapatra
Creative Agency – J. Walter Thompson Hyderabad
Managing Partner – Ram Gedela
VP & EBD – John Thomas
Account Manager – Kunal Shete
Executive Creative Director – Shyam Sunder Goud
Senior Creative Director – Lalitha Vaidyanath
Art Director – Subin Vijayan
Creative Supervisor (Copy) – Nikita Doshi
Brand Promotion – Nikita Doshi, Natalia Pillai
Production House: KISS Films
Director : Shikha Makan
DOP: Paramvir Singh
Producer : Dalbir Singh, Paramvir Singh
EP: Anuradha Sachdev
Art Director: Sharmishtha
Costume Stylist: Nipa
Music Director: Rohit Sharma
Singers: Rohit Sharma, Pawni Pandey
Voice Over: Rahul Mulani
Line Producer: Raj
First AD: Himanshu
Second AD: Preetha
Post production; Splice Studioz
Colourist: Shivesh Katewa
Editor: Yasir
Online: Bibhash
Sound Engineer: Alex
Post supervisor: Arvind Boodi