Sideways Reinvents ‘Dice’ For DiiCii In New Campaign, Marketing & Advertising News, AND BrandEquity


A photo from the commercial

Sideways unveiled a new campaign for DiiCii, a joint venture between them and Reliance Brands.

The campaign will run on TV, OTT and digital over the coming weeks. A good number of influencer-led activities have also been planned.

Manu Sharma, Group Vice President, Reliance Brands, said: “Reinventing the iconic ‘DICE’ has been one of the most exciting projects we have been associated with. Nothing makes us more proud than the idea of ​​DiiCii conceptualized in India to being manufactured locally, it will now be available in international markets, making it one of our biggest “Make in India” initiatives to go global. . “

Abhijit Avasthi, Founder of Sideways, said: “It has been an exciting experience reinventing a game engine that has been around for thousands of years. India has been the birthplace of dice and board games, and it is with great pride that we say that it is also reinventing itself in India. We believe that the potential is huge as it opens up endless possibilities due to the new game models that can arise from it. We are already feeling the enthusiasm of the gaming community. Of course, since it’s so new, we’ll keep improving and exploring as we go along. “

Krishan Jagota, Head of Product Design at Sideways, said, “Our design approach is to take the path of breaking and add new play styles to classics that have stood the test of time. The Diicii ecosystem reinvents the function of a dice for the 21st century, while keeping it inclusive, simple and fun. It acts as a platform to stimulate a child’s creativity. Random lighting has the potential to create thousands of play models and new games. We encourage customers to create their own games and share them with the community.

Nalin Avasthi, Chief Technology Officer at Sideways, said: “When developing Diicii’s electronics, the challenges we faced were two-fold: we had to reduce electronics while maximizing lifespan. drums. actually managed to do both and we’re really proud of that.

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