AnyMind Group has won a Bronze award at MMA SMARTIES India 2026 for an in-game advertising campaign for TATA ACE Pro, which integrated the commercial vehicle brand into the mobile game Ludo King.
The campaign was conceptualised and executed through POKKT, AnyMind Group’s mobile marketing platform. It featured a custom-branded dice that players could claim and use during gameplay, bringing TATA ACE Pro into an existing game mechanic.
When players rolled a six using the branded dice, the brand integration was activated. The campaign aimed to build awareness and engagement by incorporating the brand into the playing experience rather than using conventional in-game advertising placements.
The award recognises the campaign’s use of an interactive mobile gaming format to connect a brand with players during gameplay.
Siddharth Kelkar, managing director for India/MENA and performance business at AnyMind Group, said: “This recognition is a great reflection of what can happen when technology, creativity and a strong understanding of consumer behaviour come together. With TATA ACE Pro, we wanted to move beyond conventional in-game advertising and make the brand part of the gameplay itself. The Bronze at MMA SMARTIES India is a strong validation of this approach and the work our team put into bringing the idea to life.”