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Ad Tech

AnyMind Group Wins Bronze At MMA SMARTIES India 2026 For Tata Ace Pro

Ad Tribe! Bureau2 min read
A halftone paper cutout of a small delivery truck and a rolling die, for AnyMind Group's in-game campaign award

AnyMind Group has won Bronze at MMA SMARTIES India 2026 for an in-game integration campaign for Tata Ace Pro, executed through its mobile marketing platform POKKT.

  • Award: Bronze, MMA SMARTIES India 2026
  • Brand: Tata Ace Pro
  • Platform: POKKT, AnyMind Group's mobile marketing platform
  • Format: a custom-built branded dice inside Ludo King

What The Campaign Did

It put the brand inside the mechanic rather than around it. Players could claim a Tata Ace Pro branded dice, which was then integrated into their gameplay, and AnyMind Group states the branded experience activated when that dice rolled a six.

The effect is a recurring brand interaction that arrives inside the natural flow of the game, at a moment the player is already looking for.

Why In-Game Is Being Bought This Way

Because the alternative is interruption. AnyMind Group frames the work as using technology and media formats to build brand experiences integrated into consumer behaviour rather than cutting across it, which is the distinction the whole in-game category rests on.

Siddharth Kelkar, Managing Director for India and MENA and Performance Business at AnyMind Group, said the intention was to move beyond conventional in-game advertising and make the brand part of the gameplay itself.

What The MMA SMARTIES India Bronze Signals

A commercial vehicle brand buying attention inside a casual board game is not an obvious pairing, and that is the interesting part. The audience logic is reach and repetition in a high-attention environment rather than contextual fit.

AnyMind Group states the recognition adds to a growing body of work in mobile gaming and technology-led marketing in India, where it continues to explore formats that reach consumers inside high-attention digital environments. For the category, the question that follows an award like this is whether the same mechanic can be rented repeatedly before players stop noticing it.

The company, listed in Tokyo, reports more than 2,300 staff across 24 offices in 15 markets, and states it served over 1,500 enterprises for marketing as of June 2026.

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#tata motors#awards#anymind group#pokkt#in game advertising
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