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Tag: LightBox

  • Game on: Non-RMG takes the winning shot in India

    Game on: Non-RMG takes the winning shot in India

    MUMBAI:  When the chips are down, India’s gamers are levelling up with play without pay. A new report by Mumbai-based VC fund Lightbox says the country could soon shift from being a volume-heavy market to a value-driven gaming powerhouse, as the spotlight moves from real-money games (RMG) to non-real money titles.

    India already has a formidable player base, with nearly 420 million gamers logging in regularly, second only to China. Yet while downloads surge, monetisation lags, with India’s average revenue per user at just 3.03 dollars compared to 68 dollars in China and a hefty 215 dollars in the US. That gap, however, signals massive untapped potential.

    According to Lightbox’s India’s gaming inflection: Non-RMG at scale, the future lies in casual, mid-core and esports titles, fuelled by in-app purchases, ads, and subscriptions. A poll with Rooter revealed that three-quarters of gamers already spend on non-RMG add-ons, with 31 per cent shelling out more than Rs 1,000 each month on battle passes, cosmetics and unlockable content.

    “The question is no longer about scale,” said Lightbox managing partner Sandeep Murthy. “India can leap from a volume-driven market to a value-driven giant. If given the right content and community, gamers will pay.”

    The shift comes on the heels of the Promotion and regulation of online gaming act, 2025, which banned RMG and its advertising. While the crackdown clipped one wing of the industry, it has given non-RMG games legitimacy and fresh tailwinds.

    Advertising and esports are also scoring big. Casual and hyper-casual titles are becoming brand playgrounds, while India’s esports revenue touched 100 million dollars in 2024, with sponsorships making up over half the pie.

    Regional language content and hyper-localisation are further fuelling the boom. Nearly 75 per cent of gamers prefer Hindi or other vernacular titles, while AI-powered storytelling and cloud gaming are tipped to supercharge the next phase of growth.

    Globally, gaming is a 177.9 billion dollars industry set to hit 198 billion dollars by 2027. With its young, mobile-first players, India’s paradox of high play but low pay might just be its superpower, turning the world’s second-largest gamer base into one of its most lucrative.

  • Godrej Fab: Affordable liquid detergent at Rs 99, TVC in Southern States

    Godrej Fab: Affordable liquid detergent at Rs 99, TVC in Southern States

    Mumbai: Godrej Consumer Products Ltd (GCPL), a leading emerging markets company, is reshaping the Indian laundry care category with the introduction of Godrej Fab. The product is a high-performance liquid detergent here to redefine the laundry experience. Exclusively launched in Southern India, Godrej Fab is available at an attractive price point of Rs 99 for a one-litre bottle, thus offering a good quality product at almost half the cost compared to other liquid detergents in the market. Additionally, a convenient 100ml sachet is available at just Rs 10, providing double the quantity of competing liquid detergents. Be it for consumers opting for bucket washing or machine washing, Godrej Fab eases the chore of doing laundry, transforming it into a gratifying experience.

    Commenting on the launch, Godrej Consumer Products Ltd (GCPL) chief marketing officer – India Ashwin Moorthy said, “Godrej is a pioneer in the liquid detergent category with Ezee – dominating the market in North and East with its winter specialist credentials. From household insecticides; hair colour to soaps, Godrej Consumer Products has always democratised categories. With Godrej Fab, too, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”

    He further added, “The liquid detergent category is one of the fastest-growing categories. This growth is due to increased household penetration of washing machines across the South. Consumer awareness and adoption of liquid detergents is also growing with features such as easily soluble format, quality wash experience and more fragrance compared to powder detergents. Godrej Fab will further support the growth of the category by catering to consumers who seek an enhanced laundry experience at a competitive price point.”

    The liquid detergent category is one of the fastest-growing categories in India’s FMCG sector.  The growth of liquid detergents is spearheaded by the Southern region which commands close to half of overall nationwide sales.

    As part of the launch, a TVC campaign of Godrej Fab has also been unveiled across South India. The commercial is conceptualised by Lightbox, the in-house creative studio of GCPL. The TVC features comedians who are household names in the south – VTV Ganeshan and Redin Kingsley.

    Speaking on the Godrej Fab TVC’s creative thought, Godrej Consumer Products Ltd (GCPL) lead creative strategist – Lightbox Shalini Avadhani said, “Reputation is a lot like a white shirt – Pure and powerful when clean, but also delicate enough to be ruined by a simple stain. When both are at stake, we wanted the brand to be the heroic saviour. We felt a weighty payoff like this is best delivered with comedy.”

    Godrej Fab offers a superior laundry experience at the consumer’s convenience by effortlessly dissolving in water, leaving no residue after minimal rinsing, preserving vibrant colours, and ensuring fresh, fragrant clothes post-wash. It is suited for bucket washing, semi-automatic and fully automatic top-load washing machines.

  • Godrej Expert Rich Crème unveils a new campaign – ‘Baalon ka Best Friend’  

    Godrej Expert Rich Crème unveils a new campaign – ‘Baalon ka Best Friend’  

    Mumbai: Godrej Expert Rich Crème, a flagship brand of Godrej Consumer Products Ltd (GCPL), maintains a significant presence in the hair colouring domain, providing consumers with a blend of affordability and exceptional quality. The Indian hair colour industry is valued at approximately Rs 5,000 crore. With a legacy rooted in trust and excellence, Godrej Expert Rich Crème elegantly redefines the benchmarks for hair colouring, effortlessly combining style with authentic care.

    Godrej Expert Rich Crème has launched its latest TV commercial conceptualised by Lightbox, the in-house creative studio of GCPL.

    Sharing his thoughts around the campaign, Godrej Consumer Products Ltd (GCPL) general manager – brand equity – hair colours Prakhar Sharma said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure, they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25-35 age brackets, on which we want to focus on. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème’s position as a brand that cares for their hair, the way their closest friends care for them.

    The film shows two best friends, where one of them takes off on the other for making poor hair colour choices. But this same friend also sticks around and helps fix it by colouring her hair herself using Godrej Expert Rich Crème, which makes hair feel moisturised and not dry.

    LightBox, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani – commented on the creative aspect of the TVC, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème new campaign reflects this authenticity.”