Rediffusion Y&R creates the latest campaign for SMAAASH featuring Virat Kohli

SMAAASH, one of India's gaming and entertainment center, has stepped up its industry initiatives and heightened its brand quotient by launching their Youth Icon, Virat Kohli -as the face of their TVC campaign titled 'Go SMAAASH It!'

A first for SMAAASH and Rediffusion together, this landmark campaign has already garnered over 7.4 million views across YouTube & Facebook. Keeping SMAAASH's rapid growth and expansion in mind, the ‘Go SMAAASH It’ campaign appeals to adults as well as children whilst highlighting the brand’s innovation and leadership in India's gaming sector.

Incorporating an element of dynamism by using VFX technology to showcase the space in an interesting context, the film focuses on positioning SMAAASH as a fully equipped entertainment destination with cutting-edge innovative technology that makes SMAAASH games very immersive. The campaign film featuring Virat Kohli demonstrates an engrossing gaming experience at SMAAASH as he indulges in different games from Cricket, Go Karting and Virtual Reality to just partying and having a great time. The catchy music and the campaign’s call to action — "Go SMAAASH It" resonates with today’s generation.

Ashok A Cherian, CMO – SMAAASH feels, "This film is the perfect testament to SMAAASH's brand strength as it resonates with brand Virat Kohli and showcases the excitement of playing and partying, that is only available at SMAAASH. With presence in six cities in India, we strongly felt that the film brings out the essence of our brand."

Sreejith Kodoth, Creative director — Rediffusion Y&R adds, “SMAAASH is a unique space and this campaign serves as a great way to convey to the audience the various features it has to offer. Using Virat as a way to grab eye-balls, we set out to drive familiarity. Instead of doing a conventional, boring "demo" video, we decided to redefine it through a ‘Smaaashing-rap’ music video: an interesting, memorable way to see all that SMAAASH can provide. We also incorporated the brand name in the communication to make it a part of the vocabulary and use it as an adjective to define ‘Gaming’ in India.”

SMAAASH currently shares footprint in India and the USA via Mumbai, Noida, Gurugram, Bengaluru, Hyderabad, Ludhiana and Mall of America. An India-wide launch, the campaign will see further be extension to outdoor and print media post its digital run.

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