Shah Rukh Khan Returns As Brand Ambassador For A23’s Brand Refresh

Head Digital Works (A23), an online skill-gaming platform with over 75 million registered users unveiled its brand refresh through the ‘Yahan Dimaag Jeetega’ campaign, featuring brand ambassador Shah Rukh Khan. The campaign celebrates India’s drive to outthink and outsmart opponents, highlighting the thrill, excitement and satisfaction of using skill to win. Emphasising strategic thinking and skill application, the refreshed messaging reflects A23’s action-driven, customer-focused approach.

Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works said, “With ‘Yahaan Dimaag Jeetega’ campaign we want to transform A23 as the ultimate destination for players who value strategic thinking and skills to win. With Shah Rukh Khan, we want to bring home the feeling, the rush and the excitement that comes with winning solely using one’s skills. We hope that these new brand films hit the right chord within our audience given that these are instances picked from our  daily lives.”

The campaign features two films starring Khan, appealing to a diverse audience that values the challenge and reward of strategic gameplay. Highlighting A23's enhanced offerings such as big-ticket challenges, leaderboards and 24/7 tournaments, the campaign underscores the platform’s dedication to rewarding players for showcasing their skills and standing out. The films portray relatable everyday situations where strategic thinking leads to success, paralleling the skill-based gameplay on A23 apps. Both films reinforce A23's core message of celebrating wit and strategy in online gaming.

Bollywood actor and A23’s long-standing brand ambassador, Khan, returns to headline the campaign. Speaking on the new brand films, he said, “In India, we play to win. This is the essence of A23’s new ad as well where users be it in gaming or real life use their minds to succeed. I believe this messaging is an organic fit for A23 and will be relatable for all gaming enthusiasts. I have witnessed the platform evolve into a customer-centric gaming app over the years which truly values its users and celebrates their every win. ”

A23 is also hosting flagship tournaments like Rummy Maha Mela, which reward players for their strategic skills, bringing the campaign’s core message to life. With this campaign, A23 strengthens its position, inspiring players to embrace challenges, sharpen their minds and celebrate victories as a reflection of their intelligence and strategy.