Bigger, better, grander: Bollywood star Esha Gupta salutes Southeast Asia’s “always on” gaming spirit in Khelraja’s latest brand campaign

When your team wins big, aim higher and win bigger – this attitude is what Khelraja, Asia’s renowned real-money gaming brand that offers sports betting, casino gaming, and esports among other categories, is celebrating with its latest brand campaign featuring Bollywood star Esha Gupta. An extension of its successful debut campaign, #TheGameNeverStops, the latest marketing push from Khelraja taps into the excitement of the ICC Cricket World Cup and the upcoming festive season to celebrate and salute Southeast Asia’s “always on” gaming spirit.

The campaign highlights how Southeast Asia, a region known for its passionate sports fans, lives and breathes cricket with a humorous take on the various rituals and superstitions that people practice while supporting their teams. The TVC ends with a subtle brand plug, with the effortlessly glamorous Esha Gupta showcasing how the Khelraja platform elevates the match experience for sports fans by turning the usual into the exceptional.

Speaking on the campaign launch, Japneet Singh Sethi, Country Manager – Khelraja, said, “Sports is more than just entertainment in Southeast Asia. Take the buzz around the ongoing ICC Cricket World Cup. Cricket is deeply rooted in the culture of many Asian countries. It is not just a game but a way of life for most of us. Through this campaign, we wanted to recreate the drama and emotions people experience while watching their favourite teams compete. The aim was to ramp up the energy and excitement of the sports season by making fans feel like they are living the game in every moment with Khelraja. Featuring the stunning Esha Gupta, our latest campaign sends one message out, loud and clear: with Khelraja, #TheGameNeverStops!”

Esha Gupta added, “As a huge cricket fan, I absolutely lose it whenever India plays. Even when I’m watching the game live, I’m constantly interacting with my friends and fellow fans on social media and dedicated sports forums about the developments in the game – and it still doesn’t feel enough. Khelraja provides passionate fans like me an opportunity to engage with the game on a deeper level, and I’m glad to be associated with the brand and its latest campaign. I love the TVC’s quirky take on what it means to fans who live the game. I’m confident that my fellow cricket fans will find the campaign very relatable and see how, when it comes to engaging with the sport we all love, it should be done the right way. The #Khelraja way!”

Khelraja plans to follow up its latest campaign with similar campaigns centred primarily around Asian festivals and the global sporting calendar, including popular sports such as cricket, football, etc.