A First-of-Its-Kind Dice Integration by AnyMind That Delivered 14 Lakh Claims for Tata Ace Pro

Campaign Overview

Tata Ace Pro set out to build deeper awareness among truck drivers and commercial vehicle users, an audience that spends long hours on the road and typically relaxes with casual mobile games during breaks. Data showed a strong overlap between this TG and Ludo King’s player base, making the platform an ideal environment to reach them during their most receptive moments. The campaign’s objective was to engage this audience not through passive advertising but by embedding Tata Ace Pro directly into gameplay, creating a natural, memorable brand experience.

Execution Strategy

To deliver a high-impact presence, Tata Ace Pro partnered with AnyMind Group to execute a deep, non-intrusive brand integration within Ludo King. This campaign was powered and managed end-to-end through POKKT by AnyMind Group, our proprietary mobile marketing platform.

AnyMind’s Role & Capabilities Leveraged

The campaign was a direct result of leveraging POKKT’s proprietary gaming integration technology and its exclusive access to premium, in-game inventory.

Exclusive Access and Inventory Curation (POKKT Platform): POKKT by AnyMind Group secured a 100% Share of Voice (SOV) for the Tata Ace Pro dice integration over a 15-day period. This was made possible by POKKT’s partnership with Ludo King and our ability to leverage the platform to ring fence specific, high-value ad real estate within the game, ensuring zero competitor noise.

Cross-Platform Amplification: Beyond the core integration, AnyMind coordinated the earned media amplification by leveraging our strong relationship with the publisher. This secured posts across Ludo King’s social channels, which collectively reached 4M+ users, reinforcing the in-game narrative with out-of-game visibility.

The In-Game Experience

The experience began with a simple but compelling hook: all players were offered a free Tata Ace Pro branded dice, surfaced through prominent, high-frequency in-game pop-ups. Once claimed, the dice seamlessly integrated into every match.

The standout mechanic, the core of the strategy, was triggered during moments of user delight. Every time the branded dice rolled a 6, two things happened simultaneously:

• A Tata Ace Pro visual appeared above the dice
• A voice-over announced the brand cue “Ab meri baari”

This mechanic, custom-engineered and deployed via the POKKT platform, ensured that brand exposure happened precisely when attention and emotions peaked, turning a familiar game action into repeated micro-interactions with the brand. The approach delivered high-frequency visibility without feeling intrusive, reinforcing the brand message through natural gameplay behaviour.

Planned Commitments

The campaign was structured around the following delivery guarantees:

• 250,000 dice claims
• 90 million impressions over 15 days
• Ludo King social posts (FOC) for an additional 4M+ reach

The activation ran from 27 October to 10 November 2025.

Actual Performance

The results far exceeded expectations, demonstrating both the strength of the integration and the relevance of the audience.

Within the first three days alone, the campaign crossed ~14 Lakh dice claims, doubling the committed target almost instantly. Engagement remained consistently high throughout the duration, averaging ~92k claims per day, with the peak of ~180k claims recorded on 27 October, the very first day of the campaign. The Tata Ace Pro icon saw ~73k average daily clicks, showing sustained interest across sessions.

Performance remained steady even during high-distraction national events like the Cricket World Cup Final, underlining Ludo King’s session resilience and the stickiness of the branded mechanic.

From an advertising benchmark standpoint, the campaign delivered a ~7% CTR, nearly 3× the industry standard, affirming that behaviour-driven, interactive formats outperform traditional display placements. The social amplification also contributed to ongoing momentum, helping the campaign maintain a consistent presence across platforms.

An unexpected outcome was the strong interest from global players attempting to claim the dice, despite the activation being India-only, a testament to the universal appeal of the creative execution. Most notably, the campaign contributed to real-world brand impact, with at least one player eventually purchasing a Tata Intra truck after engaging with the in-game integration.

Key Learnings

• Gamified ad formats significantly improve interaction, turning passive views into purposeful engagement.
• High-visibility placements, such as pop-ups and the branded “6-roll” moment, were crucial in driving strong CTR and brand recall.
• The integration demonstrated remarkable stability, with user behaviour unaffected even during major national events.
• The campaign highlighted the global pull of well-designed branded assets, with international players expressing interest in claiming the dice.

Conclusion

This campaign represents a shift in how brands should think about gaming environments, not as advertising inventory, but as experience ecosystems where utility and entertainment create lasting brand equity. Tata Ace Pro became a part of how millions of players experienced Ludo King for 15 days.

As India’s mass-market consumers spend increasing time in games, social platforms, and interactive media, brands need integration strategies that respect user experience while delivering commercial results. The 56× over-performance here validates a new playbook: design for delight, trigger at peak emotion, measure everything. For categories from auto to BFSI to consumer durables, AnyMind’s approach offers a competitive advantage, reaching audiences traditional media struggles to engage, with interaction metrics traditional media can’t deliver, and creative executions that turn brand moments into player memories. Get in touch with our experts for more details→