Sideways has rolled out a campaign for the launch of its first IP - gaming engine Diicii, which is a joint venture with Reliance Brands. Conceptualised by Sideways itself, the film aims to position the brand as an epitome of all board games.
The film opens with a father-son duo at the principal’s office. The father complains that his child could not have scored a zero on 10 in his exams and insists that the principal check his paper again. The principal then takes out a couple of dices and rolls them to see how much the student would have scored. When the odds are in the favour of the student, his father jumps with excitement. However, the principal’s helper rolls the same dice again, which turns out to be against the favour of the student, indicating that Diicii has the power to change anyone’s fate.
Manu Sharma, group vice president, Reliance Brands, said, "Reimagining the iconic ‘Dice’ has been one of the most exciting projects that we have been associated with. Nothing makes us more proud that from the idea of Diicii being conceptualised in India to being manufactured locally, it will now be available across international markets, making it one of our largest ‘Make in India’ initiatives to go global."
Abhijit Avasthi, founder, Sideways, said, “It’s been a thrilling experience to reimagine a gaming engine that has been around for thousands of years. India was the cradle of dice and board games, and it’s with a lot of pride that we say it is being reinvented in India as well. We believe the potential is huge as it opens up infinite possibilities because of the new play patterns that can emerge from it. We are already sensing excitement from the gaming community. Of course, since this is so novel we will keep improving and exploring as we move along.”
Krishan Jagota, product design lead, Sideways, added, “Our design approach is to take the disruptive route and add novel play patterns over classics that stood the test of time. The Diicii ecosystem reimagines the function of a dice for the 21st century, while keeping it inclusive, simple and fun. It acts as a platform to nudge a child’s creativity. The randomised illumination has the potential to create thousands of play patterns and new games. We encourage customers to create their own games and share with the community.”
Nalin Avasthi, technology lead, Sideways, said, "While developing Diicii’s electronics, the challenges we faced were two pronged - we had to scale the electronics down while optimising for a long battery life. Over several prototypes, refinements and countless test rolls, we indeed managed to do both and we’re indeed proud of that.”
The campaign will run across television, OTT and digital, along with a few influencer led activities.