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RummyCulture’s Association With Liger A Way Forward In The Industry?

One of India’s top online rummy brands, RummyCulture, has partnered with Vijay Devrakonda starrer Liger. The movie is a story centered around an MMA fighter who struggles against all odds to become a champion and will feature in-film branding by RummyCulture. The association with the movie ties into the brand’s philosophy which believes that anyone can be a champion with the right skills, judgement, tactics, and willpower.

The movie features actors like Ananya Panday and legendary professional boxer Mike Tyson. We got a chance to interview Amit Kushwaha, Head of Brand Strategy, Gameskraft, the parent company of RummyCulture to tell us more about the association. Here’s what he had to say:

In what capacity is RummyCulture associated with the movie Liger?

RummyCulture has come on board as a partner brand with the movie Liger. This is an in-film integration where RummyCulture will be actively visible in the film.

What was the idea behind associating an online rummy brand with a movie?

Movies are one of the most prominent mediums of communication which provide an excellent opportunity to connect with audiences. This association will help us boost top-of-mind awareness and propel RummyCulture towards being part of their cultural milieu. We’re always looking to explore new avenues for collaboration that strengthen RummyCulture’s positioning of the ‘Culture Of Champions.’ Liger is very close to our brand philosophy. Hence, this is a very organic association.

To what extent can an online rummy brand benefit by associating with a movie?

It depends on the nature of the movie. If a brand’s philosophy is synchronous with the movie’s storyline to give an aligned message, then the impact can be multifold. RummyCulture looks for organic integrations and avoids force fitting just to gain visibility without strategic thought. Any force fit integration is often forgotten by viewers or, worse, perceived as inauthentic.

Compared to traditional advertising versus movie branding, which works better for a rummy brand?

At RummyCulture, we are always looking for additional ways of advertising and strengthening our positioning. Traditional marketing provides high reach, will always be relevant, and will continue to be a big part of our plan. At the same time, we also keep looking for fresh, unexplored avenues to further connect with our audiences. The Liger movie integration opportunity was a perfect fit for our brand. Given the movie’s messaging alignment with ours, we are confident that with this, we’ll be able to unlock greater recall, strengthen our position, and grab a greater mind-share of our target audiences. Movie marketing if matched with the right brand philosophy has the potential for significant impact.

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ALSO READ: RummyCulture Ties Up With Vijay Deverakonda Starrer Liger

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Liger is a pan-India film. How does RummyCulture plan on monetizing the visibility it would get from the film?

RummyCulture has recently launched the ‘Liger’ tournament with a prize pool of ₹4 Crore. Additionally, a few winners will get a chance to meet the star cast of the movie. We will also be launching a co-branded pan India video commercial on television, YouTube, Facebook, and other digital mediums to increase the visibility of this association.

Do you feel associating with a film can help a rummy brand in getting users to sign up on their platform?

Strategically associating with a film whose core narrative aligns with the brand’s philosophy is another step towards brand building. With such an initiative, we are confident about solidifying our position as a player-focused, trustworthy platform that has the potential to unlock user sign-ups and downloads. At the end of the day, for us at RummyCulture, providing great gaming experiences is at the heart of all that we do.

Where do you see the online rummy industry in the next five years?

According to the Online real rummy market size across India from 2015 to 2019, with an estimate for 2024 report, published by Statista in 2020, online rummy accounted for $335 million in India’s online gaming market in 2019. This was further estimated to reach 1.4 billion dollars by 2024. We at RummyCulture are very optimistic about the game’s growth in India. We will keep pushing the envelope so that it benefits not just us as a brand but the overall online rummy industry.

RummyCulture’s association with the Vijay Deverakonda ties in with the brand’s never-say-die spirit and restates the importance of using one’s mental acumen, strategic skills, and concentration in the game of rummy which can result in a competitive sportsman spirit. With positive branding at its core, the association between the two may just be a step further in the right direction for the overall rummy industry as well.

For more news and updates, keep reading Gutshot Magazine. Follow us on Facebook, Instagram, Twitter, and Telegram.

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