A23 and Smriti Mandhana remind users to take breaks and set responsible limits to online games

Delhi: A23 (Head Digital Works) has launched its A23 Cares brand campaign featuring Indian women’s national team cricketer, Smriti Mandhana. 

A23 Cares is an initiative to raise awareness about healthy practices while playing online real-money games. This integration on A23 RMG platforms aims to encourage self-control amongst gamers and further safeguard their interests.  

In the brand film, Mandhana is portrayed  in multiple facets of her day to day life which includes playing cricket matches, attending social events, training in the gym, travelling and engaging in brand shoots. In between a hectic schedule, she loses her energy and feels tired. This is when her coach asks her to take a break and rest, driving home the message that ‘sports ho ya gaming, balance dhoondna zaroori hai.’ 

The later part of the film showcases features in the A23 app that allows users to take breaks and set limits to play responsibly. 

Commenting about the new campaign, Mandhana mentioned, “It is crucial to understand the importance of taking breaks and allowing your body and mind to refresh, be it playing online or offline. I am optimistic to see a positive impact of the A23 Cares initiative on the online gaming community. With a number of platforms available at our fingertips today, it is important to choose the ones that truly care for their users’ safety and well-being. ” 

Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works, said, “A23 Cares is launched with an intent to further our focus towards being a customer-centric gaming platform. This one of a kind campaign will not only hit the right chords with all sports and gaming enthusiasts, but will also deliver a message central to our functioning. Of being in the sector for more than 18 years now, A23 has set self-regulating benchmarks to inculcate safe gaming practices across the sector. As a company, we have a long term strategy to create even more value for our users through initiatives like A23 Cares. "