After a multi agency pitch, Fortuity Gaming Pvt Ltd handed over the creative duties of PokerNation to Scarecrow Communications. As a part of the extensive pitch process, the agency had to cater to every aspect related to the brand, such as brand positioning, strategy and creative.
PokerNation is an online poker gaming website promoted by Fortuity Gaming. It has been created like a virtual nation on the Internet---A nation for the players, by the players and of the players.
The mandate for Scarecrow includes a complete digital campaign, blogs, digital videos, videos on how to play poker and TV commercials.
Confirming the development, Gautam Thawani, Business Head, Fortuity Gaming, says, “Globally over 6.8% people play Poker. That’s about 40 million people. Of this, a large percentage is below 35 years of age. In India too, it’s quite popular in Mumbai, Delhi, Goa and Bangalore most of which is played online and in offline private poker rooms. For us, it was a great opportunity to tap into the gaming category.”
Arunava ( Joy ) Sengupta, Founder Director, Scarecrow Communications, adds, “The online poker space is not properly regulated. Hence, people are hesitant about playing poker on websites whose credentials are questionable. Essel Group’s entry will go a long way in reassuring the gaming community about online poker. For Scarecrow too, it was a unique experience to partner with Essel Group in this new age category.”
Speaking about the win, Manish Bhatt, Founder Director, Scarecrow says, “It’s rare when an agency gets a mandate to create a virtual nation for poker lovers. The challenge is to make it exclusive, yet inclusive. Scarecrow had the opportunity of being involved in the formation of this ‘nation’ from its birth--from naming it to designing its look, from writing the blog to the online communication and from designing merchandise like poker chips to T shirts and jackets. This is a nation where anyone can migrate to, and become its citizen. The official game is poker. This nation has its own currency, its own national animal and even its own national anthem.”