Kaun Banega Rummy King – Season 1 Campaign
[BY]
Aabeer Narayan Bhattacharjee
[Category]
Creative
[DATE]
Objective: To drive user engagement, retention, and participation on RummyCircle via a quiz-based challenge while promoting the competitive spirit of players. The ultimate goal is to identify and crown the "Rummy King" through regular quizzes and a points-based leaderboard.
1. Discovery & Research
Understand the Product: Study RummyCircle's platform, its core user behaviors, engagement stats, and previous campaigns.
Audience Profiling: Define user personas — competitive gamers, quiz lovers, casual users looking for rewards.
Competitor Analysis: Explore similar campaigns in the mobile gaming and trivia spaces to identify successful formats and pitfalls.
2. Ideation & Conceptualization
Core Idea: Marry the grandeur of a game show (à la Kaun Banega Crorepati) with the thrill of online Rummy and trivia.
Naming: “Kaun Banega Rummy King” — a clever twist invoking familiarity, competition, and royalty.
Theme Development: Design around a royal throne, spotlight, cards, and gold to emphasize prestige and exclusivity.
