PokerStars India
PokerStars is the world’s best poker platform, with millions of registered customers across the globe. As a Flutter International brand, PokerStars is the player’s champion, wherever they play.
THE BRIEF
The Khel Group, a leading name in online gaming, entrusted me with the task of Marketing & Strategy for the launch of PokerStars in India. Collaborating closely with the PokerStars’ global team over 3 years, we crafted a vibrant brand and ensured a seamless product experience that remained faithful to its core values.
THE PROCESS
My creative process is straightforward yet thorough. It begins with a Moodboard, where I explore various possibilities to determine the most effective creative direction. After carefully refining the best ideas from the Moodboard, I move into the Design phase. Once the designs are polished to perfection, I present them to the client for Review. I then incorporate any feedback provided by the client, make final adjustments if necessary, and Handover the finished creatives.
THE CREATIVE
The ‘Made for Poker’ Campaign
Is Nawaz Bluffing? You tell me, mate.
PokerStars India announced its association with Bollywood actor Nawazuddin Siddiqui to launch India’s first-ever poker TV campaign. The launch and association were designed to strengthen the brand’s resonance as it seeks to bring the concepts of poker to a wider audience in India.
You’re Made for Poker! Yes, you are.
PokerStars India launched #MadeForPoker, a new digital marketing campaign featuring Brand Ambassador Nawazuddin Siddiqui, connecting with people from all walks of life and to make them aware of the potential poker player within them. The campaign, which comprised of three advertisements featuring Nawazuddin Siddiqui, was designed to highlight that everyone has a poker player in them and that poker skills can easily be applied to everyday challenges.
The ‘I’m In’ Campaign
I’m In – Are You?
MS Dhoni goes ‘All In’ as he becomes the new face of PokerStars India. To mark his ambassadorship with the brand, MS Dhoni stars in PokerStars India’s latest campaign – ‘I’m In’. ‘I’m In’ celebrates the attitude of PokerStars and its players who are always seeking to challenge themselves and each other, jump into new experiences and learn new skills. People of all walks of life are welcomed by PokerStars to answer the call of the thrill and this features heavily in the campaign which includes three films starring the cricketing champion. Dhoni can be seen enjoying a game of poker with three unique personalities, while inviting others to join in the fun game of skill and thrills.
India’s Playing Poker – Are You In?
The last time we saw MS Dhoni play poker, he lost to people, but this time round, the tables have turned. Dhoni has a made a comeback and how! He is on a winning streak, knocking out his opponents, one by one. PokerStars India’s latest campaign ‘India’s Playing Poker – Are You In?’ celebrates the attitude of PokerStars and its players who are always seeking to challenge themselves and each other, jump into new experiences and learn new skills.
Sundays with PokerStars
YouTube sensations and comedians Samay Raina and Tanmay Bhat have hosted PokerStars India’s ‘Sundays With PokerStars’. Needless to say, the live streams have been a raging hit!
The dynamic duo has been streaming poker games live on PokerStars India every Sunday on their YouTube channels. The likes of Nishant Tanwar aka Rider OP, Munawar Faruqui, Sejal Bhat, Jaspreet Singh, Sorabh Pant, Rahul Dua, and Aishwarya Mohanraj, illusionist and mentalist Vivek Desai and Suhani Shah, rapper Baba Sehgal, Tanmay Bhat’s AIB mates Rohan Joshi and Ashish Shakya, along with gamer and streamer Anshu Bisht aka Gamer Fleet have all made an appearance on the Sunday poker streams.
Project Summary
I’ve always been passionate about the game of poker, and so the creative-challenge of introducing India to a new game, joining PokerStars was inevitable.
Over the course of 3 years, I believe we’ve been instrumental in building the category as a dynamic sport. Till about two decades ago, poker was relatively unheard of in India. Fast forward to the present, poker has now largely been accepted as a popular form of an entertaining skill-based card game.
While poker is all about skill, there’s also a whole lot of fun and thrill attached to the game and that’s precisely what we brought to life with the everyday things we did across media. We were the first to advertise on TV in India, which helped in changing perceptions of the game by featuring celebrities such as Nawazuddin Siddiqui, MS Dhoni and Neymar Jr. We launched India’s first Poker School, helping people across India learn and master the game. We introduced world renowned Online Poker Championships, allowing players to not just win trophies but also get a chance to travel the world and play internationally. Oh, and we were also the first to live-stream the game to educate and entertain via Twitch and YouTube.
At its core, being a successful poker player involves ingenuity with an enterprising spirit. It is this outlook that is a part of PokerStars’ DNA, and we continuously played its hand to avail new opportunities that got more and more Indians to enjoy a game of poker.
CREDITS
Marketing Strategy & Creative Direction – Jay Mavani
Pre-Brand Films – Ogilvy & Mather
Re-Brand Films – Walkabout Films
