Gamifying a Bold Rebrand: Emami’s Smart & Handsome Puzzle Game Campaign by AliveNow

Introduction: Rebranding with a Playful Twist

In the dynamic world of marketing, a rebrand is more than a new logo or name—it’s a chance to redefine a brand’s identity and connect with audiences in fresh, meaningful ways. When Emami, a leader in India’s male grooming market, decided to transition its iconic Fair & Handsome brand to Smart & Handsome, they needed a campaign that would spark awareness and resonate with modern consumers. Enter AliveNow, a global creative tech studio specializing in web-based games, Gen AI campaigns, and AR/VR/MR experiences. We crafted an engaging, interactive puzzle game to unveil the rebrand, blending gamification with storytelling to make the message unforgettable.

This blog post dives into how AliveNow helped Emami mark this bold transformation, offering insights for mid-to-senior marketing professionals, agencies seeking tech partners, and brands eager to integrate creative tech into their campaigns. Discover how a simple yet strategic game can amplify a rebrand’s impact and drive meaningful engagement.

The Concept: A Puzzle Game to Unveil a New Identity

Emami’s rebrand from Fair & Handsome to Smart & Handsome was a strategic move to align with evolving consumer preferences, emphasizing individuality, confidence, and holistic grooming over outdated notions of fairness. Launched in January 2025, the rebrand targeted a growing male grooming market valued at ₹18,000 crore, with ambitions to reach ₹1,000 crore in revenue over the next 3-4 years. To make this shift memorable, AliveNow designed an interactive puzzle game that invited users to engage directly with the brand’s transformation.

In the game, players unscrambled an image featuring the old Fair & Handsome branding, block by block, to reveal the sleek new Smart & Handsome identity. This interactive experience symbolized the brand’s evolution, reinforcing its new ethos of modern, inclusive beauty standards. Featuring Bollywood star Kartik Aaryan as the brand ambassador, the campaign leveraged his appeal to connect with younger audiences, particularly Gen Z and millennials.

For marketers and agencies, this campaign showcases how gamification can turn a rebrand into an immersive storytelling opportunity, making it both engaging and shareable.

Implementation: Crafting a Seamless, Tech-Driven Experience

AliveNow’s expertise in creative tech shone through in the development of this web-based puzzle game, designed for seamless integration across digital platforms. The game was built to be intuitive and engaging, ensuring accessibility for users of all tech levels. Key elements included:

• Interactive Gameplay: Players solved the puzzle by rearranging blocks, gradually revealing the Smart & Handsome logo and messaging, which created a sense of discovery and excitement.
• Brand Integration: The game incorporated visuals of Kartik Aaryan and the new slogan, “Har Roz Handsome Code,” embedding the rebrand’s core message.
• Cross-Platform Compatibility: Built using responsive web technologies, the game worked flawlessly on mobile devices, desktops, and social media channels, maximizing reach.
• Analytics for Impact: Real-time data tracking allowed Emami to measure engagement metrics, such as playtime and shares, ensuring actionable insights for campaign optimization.

This approach highlights AliveNow’s ability to deliver scalable, tech-driven solutions tailored to client needs. For agencies lacking in-house tech teams, partnering with us means accessing cutting-edge expertise in gaming, AR/VR/MR, and Gen AI, as seen on our website.

Results: Scoring Big on Awareness and Engagement

The puzzle game campaign was a resounding success, proving the power of gamification in rebranding efforts. Key outcomes included:

• High Engagement Rates: The interactive nature of the puzzle drove significant user participation, with players spending extended time interacting with the brand.
• Amplified Brand Awareness: The game’s shareable design sparked organic social media buzz, amplifying the Smart & Handsome launch across platforms.
• Positive Sentiment: By aligning the game with the rebrand’s inclusive messaging, Emami connected with audiences seeking modern grooming solutions, strengthening brand loyalty.

These results demonstrate how creative tech can elevate traditional marketing. For mid-to-senior marketers and agency professionals, this campaign offers a blueprint for using gamification to make rebrands memorable and impactful.

Why It Worked: The Power of Gamification in Rebranding

Several factors contributed to the campaign’s success:

• Emotional Connection: The puzzle game created a sense of involvement, making users active participants in the brand’s transformation story.
• Simplicity and Fun: The easy-to-play mechanic ensured broad appeal, while the reveal of the new identity kept users hooked.
• Cultural Relevance: Leveraging Kartik Aaryan’s popularity and the timely IPL season context tied the campaign to India’s cultural pulse.
• Tech Precision: AliveNow’s web-based approach ensured seamless execution, scalability, and measurable results, critical for time-sensitive rebrands.

This campaign aligns with the growing trend of using interactive tech to drive marketing ROI. Whether you’re a brand marketer or an agency looking to innovate, gamification offers a versatile tool to stand out in a crowded market.

Conclusion: Transform Your Brand with AliveNow’s Creative Tech

Emami’s Smart & Handsome puzzle game campaign is a shining example of how AliveNow blends creativity and technology to deliver high-impact marketing solutions. By turning a rebrand into an interactive experience, we helped Emami not only announce a new identity but also build stronger connections with their audience.

Ready to reimagine your next campaign? Whether it’s a rebrand, product launch, or event activation, AliveNow’s expertise in web-based games, Gen AI, and AR/VR/MR can bring your vision to life. Visit alivenow.in to explore our portfolio, or contact us to collaborate on your next big idea. Let’s make your brand’s story unforgettable!