Published on: June 4, 2026
MUMBAI India- 2nd June 2026 – MIXI Inc. has officially launched its latest hunting action RPG, Strike World, in India as part of its global expansion strategy. To maximize awareness and drive adoption among young college going audiences, MIXI Inc. along with its digital media agency, Social Beat conceptualized and executed a high-impact, integrated digital campaign.
To power the programmatic DOOH (pDOOH) layer of the launch, Social Beat collaborated with Lemma, delivering targeted visibility across key outdoor touchpoints. The campaign utilized strategically mapped pDOOH placements to integrate Strike World into the daily commutes of young urban students, securing maximum visibility across high-traffic transit corridors and lifestyle hubs.
By leveraging data-driven audience insights and contextual targeting, the campaign ensured the game remained top-of-mind among urban, mobile-first consumers. This approach enabled the brand to intersect with its target audience at multiple touchpoints throughout the day,such as screens adjacent to IIT Bombay and at various metro stations,reinforcing brand recall and driving significant buzz.
As part of this unified strategy, the integration of digital media with pDOOH futher allowed the brand to amplify its reach beyond traditional screens, creating a seamless, omnichannel launch journey that maximized both impact and efficiency.
Read more: Lemma Launches AI-Powered Platform ‘Integral’ to Turn OOH into a Performance Channel
The General Manager from MIXI Inc. said,
“What stood out for us was the simplicity of executing an integrated campaign at scale. With Social Beat leading the strategy and Lemma enabling the programmatic DOOH layer, we were able to unify digital and outdoor seamlessly, ensuring consistent messaging and efficient execution across touchpoints.”
Sundar Ramesh Kumar ,EVP Paid Media and Analytics at Social Beat added,
“For a high-impact launch like Strike World, the objective was to create a unified brand experience across channels. By managing the campaign end-to-end and leveraging Lemma, we integrated digital and pDOOH within a single strategy, delivering a truly omnichannel presence across Mumbai’s key transit and lifestyle hubs.”
As brands navigate an increasingly fragmented media landscape, integrated strategies spanning multiple touchpoints have become essential for driving meaningful impact. By utilizing channels like pDOOH alongside digital media, brands can effectively enhance visibility and engage audiences throughout every stage of their day
About Social Beat
Social Beat is one of India’s fastest-growing integrated digital agencies and a proud member of the Cheil Worldwide network. Moving beyond traditional silos, Social Beat offers a holistic digital ecosystem encompassing Tech-First Media, Digital Strategy and Analytics, Creative, Social, SEO/GEO/AEO and marketing automation. The agency is uniquely positioned as the only integrated digital firm to house a dedicated, expert influencer marketing division through Influencer.in. By combining deep consumer insights with an advanced media proprietary stack, Social Beat enables brands to dominate premium touchpoints and engage high-value audiences across the entire digital spectrum.
About Lemma
Lemma is a leading full-funnel omnichannel platform purpose-built to accelerate brand ROI through impactful Out-of-Home (OOH) advertising. Designed to unify physical and digital media, Lemma empowers advertisers to create seamless audience journeys across Connected TV (CTV), mobile, web, and more. Building on its foundation of programmatic digital out-of-home solutions, Lemma now drives and delivers measurable outcomes for brands by integrating the power of outdoor with a holistic digital performance strategy.With a global presence and an emerging footprint in North America and EMEA, Lemma’s full-funnel Platform integrates programmatic buying in DOOH, CTV, and other emerging formats, empowering advertisers to create engaging campaigns that resonate across multiple touchpoints.
