A23’s new campaign focusing on responsible gaming features Smriti Mandhana

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A23, the multi-gaming platform developed by Head Digital Works, has recently rolled out a new advertisement featuring cricketer Smriti Mandhana. Mandhana is known for her role in the Women’s Premier League with the Royal Challengers Bangalore and she represents Maharashtra in domestic cricket.

The new ad film’s tagline is ‘breaks make us better’. It portrays Mandhana engaged in exercise, practice sessions, and other commitments when her coach intervenes, advising her to take a break. Mandhana emphasizes the importance of maintaining balance in both sports and online gaming. The commercial shows A23’s responsible gaming features, including options to set daily and monthly limits to prevent excessive gaming.

The ad delves into the mental health aspect of gaming, shedding light on the pressure individuals experience in highly competitive sports environments. This emphasis on responsible gaming aligns with A23’s previous advertising campaigns, which also emphasized the importance of gaming within appropriate limits. Last year they launched ads with Rakul Preet Singh which also said a gamer should participate with appropriate limits.

Head Digital Works wrote on their LinkedIn, “From sports to gaming to everyday life, breaks refresh our mind, allowing us to perform better and enjoy ourselves even more. That’s why we promote responsible gaming habits.”

Shahrukh Khan, a brand ambassador for A23 games, had echoed similar thoughts during an earlier campaign. He said, “I am delighted that A23 has continued to build on its responsible gaming messaging in this campaign as well. We are still the brand in this space to champion this cause and A23 will continue to drive this point home,” Shahrukh Khan stated.

Other prominent celebrities to have featured in the gaming campaigns of A23 are Niharika NM and Vijay Devarakonda, who have endorsed the platform’s emphasis to promoting healthy gaming habits.