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A23's other deals
Integrated campaign · 2 Jul 2025 · Reported value Rs 28 crore
A23 signed Vicky Kaushal as brand ambassador and put him at the centre of the launch of its EPIC Poker Championship, an online series running 3 to 21 July 2025 with a guaranteed prize pool of Rs 28 crore across a Rs 5 crore Main Event, a Rs 2 crore Mini Main, a Rs 1 crore Highroller and a Rs 50 lakh Super Value event.
Talent: Vicky Kaushal.
Rebrand · 17 Dec 2024
Brand refresh for the 18-year-old platform with two Shah Rukh Khan films in which everyday wit wins the day, tying back to skill-based play; paired with leaderboards, tournaments and the 'Rummy Maha Mela'.
Talent: Shah Rukh Khan.
Purpose · 26 Mar 2024
Responsible-gaming film with Smriti Mandhana, shown flagging through a packed day until her coach tells her to rest, to push the app's daily limits, budgets and break reminders. A 35-second spot on TV, OTT, online video and social in seven languages.
Talent: Smriti Mandhana.
Powered by · Event · 2024
The league name carried "powered by A23".
Launch · 22 Sep 2023
90-second film in which Shah Rukh Khan plays his way out of a tight spot using poker terms like raise and all-in, launching the A23 Poker app; released with the fourth edition of the 'Responsible Gaming' film on OTT and online video in Hindi.
Talent: Shah Rukh Khan.
Ad film · 22 Mar 2023
A run of films timed to the IPL season, fronted by Rakul Preet Singh with digital creator Niharika Naga Malneedi, pushing responsible gaming and personalised in-game controls across the A23 Rummy, A23 Fantasy and Cricket.com portfolio. The 'Chalo Saath Khelein' line ran on live cricket and in Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Talent: Rakul Preet Singh, Niharika Naga Malneedi.
Festive · 19 Oct 2022
Festive and T20 World Cup film in which fans ask Shah Rukh Khan to play rummy, carrom, pool and cricket with them, and he clarifies he meant online on the A23 app. Ran on social and digital in Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Talent: Shah Rukh Khan.
Integrated campaign · 26 Aug 2022
A brand campaign arguing that everyday Indian street smarts — negotiating, reading people, backing yourself — are already poker skills, using real-life examples from different walks of life to tell viewers they are equipped to play. The stated aim was to move poker into mainstream youth culture.
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