Rush by Hike has launched its first brand campaign, #ChaloJeetKiChaal, with comedian Krushna Abhishek as the face of the rollout. Focused on skill-based real-money gaming, the campaign attempts to strike a chord with casual gamers across India, especially those from Tier 2 and Tier 3 cities, by using everyday humour and familiar cultural cues.
The campaign began airing on June 10, with a five-week 360-degree media presence across TV, radio, and digital platforms, targeting over 20 million users. It positions Rush Ludo, the platform’s flagship game, as a skill-based alternative in a segment often criticized for chance-driven formats.
The ad features Krushna Abhishek in his trademark comedic style, narrating real-life instances where people use quick thinking or “jugaad” to navigate everyday challenges. These moments are then linked to the kind of thinking one might use in a game like Ludo on the Rush platform.
The tone is light, informal, and intentionally exaggerated to appeal to a broad audience. Abhishek’s performance brings a certain familiarity to the messaging, while also aligning with the campaign’s attempt to reflect the ethos of “Bharat” - the relatable, street-smart, day-to-day problem-solver.
A significant aspect of the campaign is its insistence that Rush Ludo is a skill-first game, deliberately distancing the brand from gaming models associated with luck or chance. While the ad itself doesn’t delve into specifics of gameplay or mechanics, the accompanying communication from Hike reiterates that every win is tied to player strategy.
This aligns with Rush’s stated intention to contribute to a more “aspirational” gaming space, one that rewards decision-making and situational awareness rather than luck. How convincingly this claim translates to user experience remains to be seen, but the campaign makes a point to address the skill-versus-luck debate subtly.
Rush is supporting the campaign through performance marketing across Meta and Google, and collaborations with popular personalities such as Manisha Rani, Sunny Singh, and Nitish Rana. The influencer push is aimed at reaching vernacular audiences via region-specific content, which reflects the campaign’s focus on deeper cultural integration.
As a first campaign, #ChaloJeetKiChaal establishes the platform’s basic identity and message. Its choice of talent, tone, and narrative is clearly targeted at users who value relatability and simplicity. The campaign keeps the execution direct, with Krushna Abhishek’s humour serving more as an access point than a deep creative layer.
While it succeeds in creating initial visibility, the creative approach is relatively safe, relying on mass-market appeal and recognisable behaviour patterns. The ad does not explore the platform’s gameplay experience or user interface, which may be important for long-term brand differentiation in a competitive space.
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