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Bringing Carnival Vibes to Summer: Emami Navratna Cool Talc’s Run-and-Collect Game by AliveNow
Hyper-Casual Branded Games

Bringing Carnival Vibes to Summer: Emami Navratna Cool Talc’s Run-and-Collect Game by AliveNow

Author - Sneha
August 28, 2025
3 min read

Summer heat calls for a refreshing escape, and Emami Navratna Cool Talc answered that call with a vibrant digital campaign designed to keep consumers “thanda thanda cool cool.” Partnering with AliveNow, a global creative tech studio, the brand launched a web-based hyper casual game inspired by the popular TVC featuring Bollywood star Varun Dhawan. This […]

Summer heat calls for a refreshing escape, and Emami Navratna Cool Talc answered that call with a vibrant digital campaign designed to keep consumers “thanda thanda cool cool.” Partnering with AliveNow, a global creative tech studio, the brand launched a web-based hyper casual game inspired by the popular TVC featuring Bollywood star Varun Dhawan. This game brought carnival energy to users’ fingertips through a smooth, fast-paced experience with a fun 3D avatar of Varun Dhawan.

Campaign Concept: Fun Gameplay Meets Brand Storytelling

Emami Navratna Cool Talc wanted to amplify their summer messaging by creating an interactive experience that:

  • Enabled users to engage actively with the brand through gameplay.
  • Featured a recognizable 3D avatar of Varun Dhawan, tying directly to the TV commercial.
  • Delivered visually stunning micro animations and smooth controls for a delightful user experience.
  • Allowed users to race through levels collecting “ingredients” of the cool talc, reinforcing product benefits.
  • Offered chances to win exciting prizes, combining fun with rewarding incentives.

This approach created a memorable brand celebration that stood out during the hot season.

AliveNow’s Solution: Web-Based Branded Hyper Casual Game

Our team designed and developed a run-and-collect style game that’s:

  • Instantly accessible via web: No app downloads or complex setups required.
  • Engaging and user-friendly: Intuitive gameplay encouraging repeated sessions.
  • Visually rich: Incorporates intricate micro animations inspired by the energetic spirit of the campaign.
  • Strong brand integration: The avatar and game elements reflect the TVC’s themes and Navratna’s cooling essence.
  • Reward-driven: Integrated prize mechanics incentivize participation and brand loyalty.

This solution perfectly blended entertainment with marketing impact to create an immersive summer engagement.

Why Hyper-Casual Games Are Ideal for Brand Engagement

Hyper-casual games offer significant advantages for marketing teams and agencies:

  • Low friction entry: Quick loading and simple controls suit on-the-go audiences.
  • Broad appeal: Accessible to casual gamers and non-gamers alike.
  • Strong retention: Fun gameplay encourages longer and repeated sessions.
  • Brand storytelling: Gamified interaction deepens consumer connection.
  • Cross-platform reach: Web-based games provide seamless access across devices.

AliveNow leverages these strengths to deliver campaigns that resonate globally while maintaining local relevance.

Campaign Impact: Bringing Freshness and Excitement to Consumers

  • Drove high engagement rates with users competing to collect cool talc ingredients.
  • Enhanced brand affinity by aligning gameplay with the TVC’s vibrant character.
  • Encouraged social sharing and repeat visits through prize incentives.
  • Amplified visibility during peak summer season, establishing Navratna’s identity as the go-to cooling talc.
  • Strengthened consumer recall with an enjoyable, branded interactive experience.

Partner with AliveNow to Create Your Next Iconic Campaign

If marketing or agency teams are looking to harness the power of creative technology—whether it’s AR, VR, MR, gaming, or generative AI—AliveNow is equipped to bring innovative, immersive campaigns to life with measurable business impact.

Transform your brand storytelling with unforgettable, tech-powered experiences that engage consumers deeply and drive results.

About AliveNow

AliveNow is a global creative technology studio specializing in web-based games, augmented and mixed reality, generative AI campaigns, and more. We collaborate with brands and agencies worldwide to blend creativity and technology in delivering award-winning marketing solutions.Learn more at www.alivenow.in.

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