Cheers to new beginnings!

For the last 70 years, as you are aware, ISA has been championing various industry causes, and protecting the advertisers’ interests.

Since we’re big on what our industry wants, it comes as no surprise that we’re keen on busting the myths associated with the latest trending work - which is none other than gaming.

Hence, our first ISA newsletter in this format looks at the gaming industry.

Over the last couple of months, I have noticed how brands and agencies have used eSports to generate ideas to sensitise global issues like gender diversity.

Boost through its 'Game Stamina Ka' partnered with a cricket game, to propagate the message that playing cricket, just requires stamina and skill, and is not based on the gender of the person. It spreads the word that cricket is not a gender-based game but a game of stamina and skill.

Another interesting campaign was one by Isobar India. When the team was banned from entering the World Cup 2022, this campaign showed Afghanistan's women's cricket team playing the 2022 Cricket World Cup, albeit virtually.

These are just a couple of examples of brands and agencies looking at the gaming industry. There are plenty more.

The emergence and growth of the likes of Dream11, MPL, etc are showing how fantasy gaming is evolving in the country too.

With these recent campaigns and the ever-evolving landscape of gaming, it's only fitting to restart our newsletter with a focus on this industry.

We’re stoked to have you as our reader.

Thanks for being here!

Sunil Kataria
Chairman, Indian Society of Advertisers (ISA)