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Social insights driven campaign #GayleKaAdda garners phenomenal traction amongst consumers

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Adda52.com launched an integrated campaign #GayleKaAdda featuring its brand ambassador and ace cricketer Chris Gayle earlier last week. Given the substantial amount of research and data mining behind the campaign, it has garnered remarkable success within a short period of time. YouTube views of the campaign alone amount to over 400K within a period of a few days.

Online gaming is on the rise, especially in the category that allows players to extend their social network through gaming. A surge has been noticed in categories of games that offer live experiences and allow users to play amongst their local groups with an added amount of seriousness. Gaming industry is evolving into a much more serious avenue which is not just restricted to fun but is also a mode of gratification for the users.

This campaign has been ideated and conceptualized by Hashtag Orange – an ‘insight’ driven digital agency. Saurabh Kapoor, CEO & Founder of Hashtag Orange said, “Consumer behavior in the digital space is evolving very fast. Users are always on the look-out for compelling options as per their passion points and interests but at the same time, have a very short attention span. Therefore, it is imperative for every great product to have a marketing strategy that understands the consumer behavior, communicates to them effectively and offers them a great experience. This campaign is an ideal example of such a marketing strategy. ”

The advertising campaign is now live on social media platforms and offline channels like radio and OOH. Commenting on the launch of #GayleKaAdda, Mohit Agarwal, CEO and Co-founder of Adda52 said, “We are super excited to have Gayle on board with us and launch our first branding campaign with him. Gayle is the perfect fit for the game which depicts nerve and smartness. He is a regular player himself, so it was an easy task to have him open his innings with Adda52.”                          

The campaign features Chris Gayle and Manjot Singh as their own personality traits and features go in perfect harmony with the product. When Gayle is on the cricketing field, he can be serious and a lot of fun at the same time. Gayle is known to turn parties into carnivals and to then get back to work with a ‘poker-face’. Similarly, Manjot Singh proved to be ideal for this campaign due to his dynamic personality – he a fine actor and a great human being who represents the youth of today.

Here’s the link of the campaign video for your reference.

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