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Tag: Tushaar Garg

  • Nescafe brews a gamer buzz with Minecraft streamers for cold coffee range

    Nescafe brews a gamer buzz with Minecraft streamers for cold coffee range

    MUMBAI: Gaming and caffeine collided this April as Nestlé India took its Nescafe Ready-to-Drink Cold Coffee range to the nation’s screens via a uniquely caffeinated campaign. Tapping into India’s thriving online gaming community, Nestlé paired its café-style cold coffee with live Minecraft streams, turning digital battles into chill breaks.

    The initiative kicked off as part of the expansion of Nescafe’s cold coffee lineup, aimed at the ever-scrolling, on-the-go gen z crowd. To maximise impact, Nestlé activated 27 Minecraft livestreams around the release of the game’s movie adaptation, enlisting popular streamers including GamerFleet (Anshu Bisht).

    “Young India is gravitating towards gaming, and we wanted to leverage this content stream and position Nescafe’s new café style cold coffee range as the ideal partner for gaming. With this insight, we tried to build on the buzz in the Minecraft gaming community coinciding with the launch of the movie. We collaborated with some of the top game streamers through live streaming activations, with the aim of enhancing brand awareness and deepening our engagement with the youth,” said Nestlé India head, dairy business, Manav Sahni.

    The campaign brewed up numbers fast. GamerFleet’s launch stream alone clocked 6.6 million impressions and 1.2 million organic views in a single weekend. In total, the campaign tallied over 3.89 million organic views across 10 days.

    Streamo founder Tushaar Garg added, “Minecraft isn’t just a game-it’s a cultural phenomenon brewing for over 15 years on YouTube and has shaped digital communities, fuelled creativity, and provided a space for millions to hang out. Streamo is pleased to have aggregated, automated and activated the Minecraft community on YouTube for Nescafe’s new Cold Coffee range – keeping gamers refreshed over long hours of streaming.”

    The campaign was brought to life through a collaboration between Nestlé India, media agency Publicis, and Streamo, an ad-tech platform that connects brands with a creator network of over 20,000 gaming influencers. And the stream hasn’t dried up yet-an extended activation involving 50 streamers is set to unfold through April, brewing further excitement for the chilled coffee range.

  • Intel collabs with Dentsu Gaming & StreamO for their latest campaign

    Intel collabs with Dentsu Gaming & StreamO for their latest campaign

    Mumbai: Intel in association with Dentsu Gaming & StreamO – India’s first live-stream sponsorship bazaar where brands meet live-streamers to reach Gen Z, collaborated for the biggest gaming festival of the year – ‘Intel Gamer Days 2023’. Titled ‘Intel Gamer Days X Dentsu Gaming X StreamO’, the campaign aimed to target the Gen Z audience, who are engaged with the gaming community across 29 countries around the world. It effortlessly focused on reaching out to millions of gaming enthusiasts while also unlocking the potential of Gen Z gaming communities.

    The brand, in association with Dentsu Gaming – a solution from dentsu India that captures the gaming’s explosive audience growth, and StreamO, aspired to address the challenges of targeting Gen Z gamers who typically dislike traditional advertising and frequently use ad-blockers while also dealing with issues faced due to continuous live-streaming.

    The ‘Intel Gamer Days X Dentsu Gaming X StreamO’ campaign was a huge success. It demonstrated the gaming community’s extraordinary power as well as the enormous potential of the Indian gaming business. The campaign exemplifies the power of the correct channels, understanding, and marketing strategy.

    It garnered over four million YouTube live views and over 35 million overall impressions, over 30 million YouTube impressions, and over 2.3 million Instagram impressions. The campaign featured leading OEMs including ASUS, Acer, Dell Technologies, HP, Lenovo India, MSI, GIGABYTE, and ASRock Inc. along with over 300 gamer influencers, six vernacular languages, and eight top games. The content was offered through known platforms such as Instagram Reels, Instagram Collaboration Posts, and YouTube Shorts, to efficiently reach out to Gen Z gamers.

    Speaking on the campaign, dentsu CEO media, South Asia and Dentsu Gaming lead Anita Kotwani said, “Each game live-stream is typically 3 to 5 hours long with no natural breaks or half-time. So, an interruptive pre-roll or mid-roll during the crucial game-play in a stream can be an irritating and frustrating experience for GenZers who hate traditional forms of advertising and also apply ad-blockers to not watch ads.

    Stream O solved this problem with their scalable tech that works across multiple platforms like YouTube Live and Twitch and all popular games live-streams, so GenZers react, interact, and engage with the Intel Gamers Day in a way like never before.”

    Intel India marketing director, sales, marketing & communications group Apurva Jani added, “With Intel Gamer Days, we have created an impact on the gaming community year-on-year. India’s gaming market is booming, and we at Intel are glad to be part of this growth. For the 2023 edition of Intel Gamer Days, we brought together 4000 gaming enthusiasts and more than 42 gaming influencers for celebrating gaming on the latest and greatest Intel powered devices.”

    StreamO founder and CEO Tushaar Garg commented, “We are thrilled to be supporting Dentsu Gaming and Intel with the Intel Gamer Days for a third year in a row. This partnership illustrates conviction in StreamO’s gaming-marketing product to attract, retain, and nurture high-caliber partnerships.”

    It is pertinent to note here that the gaming industry primarily targets Gen Z audiences – individuals aged 18 to 24 and is expected to reach a stunning $5 billion in India by 2025, making it a thriving arena for brands to engage with the younger generation.