Mumbai, India — Merge Infinity Network’s digital advertising agency, Chimp&z Inc, has announced it has acquired the digital mandate for ALTBalaji’s Lock Upp, a first-of-its-kind reality show-based fantasy metaverse game. This establishes a strategic partnership for the game’s launch on social media platforms to entice players to sign-up and participate in the game’s ecosystem.

Through the mandate, the agency will be amplifying enrollment for the game with creative communications across social platforms namely Discord, Facebook, Instagram, Twitter, YouTube, and Telegram. The scope of the mandate also extends to online reputation management and influencer collaborations.

With the collaboration, the agency enters into a metaverse market that offers in-game cards of the celebrity contestants which players can own, buy, sell, and trade and earn points through contributions to the ecosystem.

Zulfiqar Khan, group COO of Balaji Telefilms, said, “As we embark on a first-of-its-kind journey for an innovation like the Lock Upp Game, we are delighted to have Chimp&z Inc on board to support us in this unique project which will break barriers and open paths for future content innovation.”

Chimp&z Inc has launched verified social media pages since the launch of the game and will further manoeuvre communications as per the user’s response to the fantasy game that replicates the reality of the show where around 16 controversial celebrity contestants are headed by a jailor and mediated by the host.

Ashish Duggal, vice president for growth and operations of Chimp&z Inc, commented that they are thrilled to partner with Khan and his team on delivering a surreal experience to the audience with a Metaverse-based game.

“The game plan is to develop identifiable social and digital solutions that will assist in supporting the brand’s thrust area of being the first fantasy game based on a reality show. We put together a team of gaming enthusiasts for this project who formulated a digital strategy that will appeal to the target audience, which includes gamers, metaverse wizards, and NFT buffs. This innovative intellectual property has manifested a bridge between virtual reality and entertainment, making the audience a part of the content they are consuming,” Duggal said.

Last February, Chimp&z Inc has announced its appointment as the creative and ideation agency of Autocar India.