MUMBAI: Rush, Hike’s high-stakes skill gaming platform, has unleashed its maiden brand campaign, #ChaloJeetKiChaal, roping in Krushna Abhishek to bring a heady mix of humour, hustle, and homegrown wit to India’s Ludo-loving masses.

Touted as its boldest comms blitz yet, the five-week campaign spans TV, radio, and digital and targets over 20 million players across India’s rapidly growing Hindi-speaking belt. With Ludo at the heart of the action, Krushna channels the ultimate jugaadu gamer, proving that in both life and gaming, dimaag se khelo, aur jeet pakki karo.

“#ChaloJeetKiChaal is our way of turning the spotlight on India’s sharpest gamers - people who play smart, hustle hard, and know that strategy & skill always wins over chance. We wanted the campaign to be as fun and fast-paced as the platform itself and bring gaming into the mainstream conversation with a smile,” said Hike CFO Manish Kumar.

The campaign is packed with big moves:

.  A 360° media splash across television, radio and digital

.  Influencer integrations with Manisha Rani, Sunny Singh, and Nitish Rana

. Vernacular-driven storytelling for deeper Bharat penetration

.  In-app contests and the flagship Leedo Champions League—offering cash, gadgets, even wheels

Far from being another luck-of-the-draw gaming pitch, Rush is doubling down on its skill-first promise. Every Ludo match is built to reward strategy, not serendipity, and the platform continues to invest in transparent matchmaking and user education to keep it that way.

“India’s real-money gaming industry is rapidly evolving into something far more aspirational, rooted in skill, culture, and mass accessibility,” said Kumar. “Krushna was a natural choice for this campaign. He embodies the spirit of Bharat — quick-witted, endlessly relatable, and driven by hustle. His energy captures the heart of our vision: a gaming experience that’s skill-first, deeply inclusive, and unmistakably fun. This is what the future of gaming in India looks like.”

With the dice rolling and the stakes high, Rush is inviting Bharat’s next-gen gamers to bring their A-game. After all, jeet unhi ki hoti hai jo chaal chalte hain dimaag se.