MUMBAI: The wholly owned division of Play Games24x7, RummyCircle, has launched a new TVC encapsulating the thrill and excitement of playing the game of rummy online.

The latest commercial is an immersive take on the action-packed nature of the game capturing the raw pleasure of competing and winning. Loaded with swag, special effects, it engages the viewer with high energy and unexpected turns.

"Rummy is known to be a mind game and a family game, but most people don't realize how exciting and charged a game of Rummy can be. That feeling is what we want the viewers to take away from this new TVC,” a company statement quoted Play Games24x7 co-founder and co-CEO Trivikraman Thampy saying.

The TVC is made in five languages of English, Hindi, Telugu, Tamil and Kannada.

Conceptualized by Publicis India, the TVC has Bobby Pawar as its chief creative officer and managing director, while the executive creative directors are Shyamashree D’Mello and Sanjay Sakharkar. The campaign, directed by Kunal Shivdasani, is produced by Virtual Reality Films. The post production has been done by Red Chillies.

According to Thampy, "The best part about playing Rummy are those edge-of-the-seat moments when a player is almost done and is waiting with baited breath for the next card to be that one card he or she needs, and also desperately hoping that someone doesn't finish before him or her. We wanted this TVC to capture that adrenaline rush and thrill in a symbolic way by comparing it to the kind of excitement one would feel if they were flying through the air with turbocharged booster jetpacks."

The protagonist in the campaign is an everyday, loveable character who demonstrates unbelievable daredevilry every time he plays on RummyCircle.com, D’Mello explained, adding that the audience will enjoy watching him revel in the heart-thumping, adrenaline-pumping feeling of winning at the end.

The website offers 13 card rummy game on all devices with the most engaging interface and latest security features.