Online gaming portal Junglee Rummy has gone the whole nine yards for its first television ad. It stars popular Bollywood celebrities Prakash Raj and Rana Daggubati in a funky retro look.
The ad campaign, conceptualised and created by J Walter Thompson Hyderabad, highlights the changing times and the aspiration quotient across age groups given the digital transition. It also brings out the convenience and liberty in playing the game online anytime, anywhere.
The ad, which has an unusual look and feel, is currently trending on all social platforms.
“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, anywhere. Players can register for free on JungleeRummy.com and play 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,” says Ankush Gera, founder and CEO, Junglee Games.
The Junglee Rummy TVC starts with a background score ‘Aao khele rummy’, inspired by the nostalgic tune from the 1957 Bollywood track ‘Sar jo tera chakraye’. The ad, set in yesteryears, shows a family playing a game of rummy. But, due to numerous distractions perpetrated by family members, the protagonist — played by Raj — is constantly interrupted, which makes it impossible for him to play his beloved game.
In the end, Daggubati, who is seen enjoying Raj’s misery from a distance, comes to Raj’s rescue and introduces him to Junglee Rummy. The setting immediately changes into the present era where they both play an uninterrupted game of Rummy on JungleeRummy.com on their respective laptop and smartphone.
Commenting on the campaign’s differentiated offerings, Ram Gedela, managing partner, J Walter Thompson Hyderabad, says, “Online businesses need to realise 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, you cannot build your brand presence online and we managed to do exactly that.”
