Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

It's Shah Rukh Khan's month of triumph. Following the success of Jawan at the box office, the actor now showcases his poker skills in a new A23 commercial.

A23 (Head Digital Works) unveiled its poker application on September 21, accompanied by a fresh advertising campaign. The campaign consists of two commercials, one featuring Shah Rukh Khan in a dramatic, non-traditional gaming ad and the other promoting responsible gaming.

Notably, A23 chose to launch both commercials simultaneously, striking a balance between promotional content and responsible messaging.

Recent celebrity endorsements of gaming ads, like Sachin Tendulkar's association with Paytm First Game, have faced backlash. However, legal gaming companies in India can advertise across platforms as long as they include proper disclaimers.


A23's poker commercial consciously incorporates poker terminology like raise and all in to emphasize its product offerings and attract poker enthusiasts.

The launch of A23 Poker aligns perfectly with the booming online real-money gaming industry in India. As per Custom Market Insights’ analysis, the Indian online poker market’s expected value in 2023 is close to US$ 115.1 billion and is estimated to touch US$ 346 billion by 2030 growing at a CAGR of 16.9 percent. 

With a rising number of online poker players due to the game's popularity and increased internet accessibility, A23 Poker aims to cater specifically to Indian poker fans.

Gunnidhi Singh Sareen, VP-Marketing at Head Digital Works, commented, "The new A23 Poker campaign underscores our commitment to delivering a high-quality product. These ads, including a 90-second film, are poised to resonate with poker enthusiasts. We have also released a 'responsible gaming' film to educate users about safe online gaming practices."

A23 Poker and the responsible gaming films are now available on major OTT and OLV (online video) channels in Hindi.



Shah Rukh Khan shines in A23 Poker’s campaign amidst Jawan's box office success

Red Chillies Entertainment’s latest film Jawan faces piracy threats despite the recent Cinematograph (Amendment) Bill 2023 aimed at curbing piracy and reducing Rs 20,000 crore in losses. However, the Indian government's proactive measures against piracy have prompted swift action.

On September 19, Red Chillies Entertainment, in collaboration with DSK Legal, petitioned the Delhi High Court to suspend and deactivate WhatsApp groups, users, and Telegram channels involved in illegal distribution of the film.
The Delhi High Court ordered Meta Platforms Inc. (WhatsApp's parent company) to shut down identified groups, both in India and abroad, and directed Telegram FZ LLC to close the identified channels. The court also compelled WhatsApp, Telegram, and mobile network operators (Airtel, Idea-Vodafone, Reliance Jio, and BSNL) to provide subscriber information for legal action.

The court cracked down on Rohit Sharma, who was selling the film copies via WhatsApp, ordering deactivation of his number, group, and social media pages. Similar actions are anticipated against other group admins.
Red Chillies, represented by DSK Legal, filed a police complaint on September 13, 2023, against Sharma and others involved in illegal circulation. Police action is expected soon.

As per sources close to the development, Red Chillies has employed anti-piracy agencies to identify and report pirated copies on WhatsApp, Telegram, and social media platforms. In line with their earlier 'John Doe' suit, the Delhi High Court also directed the takedown of additional websites hosting pirated copies of the film.

While this is a reactive step Anand Desai, managing partner at DSK Legal said the answer to piracy attempts is remedy in courts and use of appropriate technology.




Red Chillies' film Jawan battles piracy, Delhi HC takes swift action

The International Cricket Council (ICC) and The Board of Control for Cricket (BCCI) have launched the inaugural campaign for the Men's ODI World Cup featuring Bollywood star Shah Rukh Khan.

For the ‘It Takes One Day’ campaign, ICC and BCCI has worked 85 content creators, from across India, in an event organized by Meta, ICC’s official digital content licensee.

The campaign also JP Duminy, Shubman Gill, Dinesh Karthik, current Men’s Cricket World Cup winning captain Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes and Jemimah Rodrigues. 

The film was developed in partnership with the ICC’s global broadcast partner, Disney Star.

“The ODI format holds an unparalleled significance with its ability to deliver thrilling moments, intense battles, and unpredictable outcomes that will truly captivate fans globally. As we embark on this journey, we are proud to see the launch of the Men’s Cricket World Cup campaign and create real excitement for the event across the world,” said BCCI Secretary Jay Shah.

“We are fully committed to creating a world-class event that will witness the birth of a new generation of heroes, providing fans with unforgettable experiences and we believe the campaign does this. The ICC Men’s Cricket World Cup 2023 in India will be a celebration of cricketing excellence, cultural diversity, and the unifying spirit of the game,” he added.

According to ICC Chief Executive, Geoff Allardice, the campaign is a true celebration of One Day International cricket.

“Cricket and cinema are at the heart of Indian psyche, and we’ve infused the two to create appeal far and wide. The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional line-up of cricketers will only help us deepen our connect in this country, while captivating the attention worldwide,” he said. 


SHAH RUKH KHAN