ITV

Category: Ad Campaigns

  • Hyatt unveils ‘Perfectly Yours 2.0’ in India: A musical trilogy celebrating Indian weddings

    Hyatt unveils ‘Perfectly Yours 2.0’ in India: A musical trilogy celebrating Indian weddings

    Mumbai: Hyatt today announced the launch of ‘Perfectly Yours 2.0,’ in India a much-awaited sequel to the clutter-breaking wedding campaign that was introduced last year for modern Indian couples who seek a personalised wedding experience. While `Perfectly Yours` was a testament to the meticulousness and personal involvement with which Hyatt planned and executed the modern-day “dream wedding,” the new initiative strives to make the wedding “uniquely yours” not just on the wedding day – but across key moments like the proposal, the wedding and beyond as well. The core of the campaign stays true to how Hyatt hotels puts the ‘You’ in your wedding.

    Perfectly Yours 2.0 highlights wedding offerings at Hyatt hotels by focusing on some of the culturally rich events in Indian weddings such as the mehendi, sangeet, wedding rituals and family reunions through a trilogy of musical experiences intertwined with the captivating narrative of a modern Indian couple and their emotions as they take the steps toward forever. This has been achieved by bringing together some of the best homegrown artists from the country to create melodies for a celebration that transcends beyond the big day.

    The enchanting trilogy commences with ‘Fell In Love In A Hopeful Place,’ featuring the soulful voices of Monali Thakur and Ashu Shukla, as the couple experiences the magic of their first meeting at a friend’s wedding in a Hyatt hotel. In the second chapter, ‘Shor Aur Sukoon,’ Aakriti Kakkar and Osho Jain lend their mesmerizing vocals to a tale filled with jittery excitement as the couple navigates the intricacies of planning their grand day, while the backdrop of a Hyatt hotel provides an elegant canvas for their dreams. The trilogy concludes on a poignant note with ‘Dheere Dheere’, sung by the dynamic duo Sona Mohapatra and Akkhil Sachdeva, beautifully encapsulating the culmination of the couple’s journey as they exchange vows and embark on a lifelong adventure together.  

    Composed & written by the talented Sreejone Nag and brought to life under the masterful production of Ankur Shrivastava, the Perfectly Yours musicals star actors Karan Jotwani and Shreya Gupto as the lead protagonists. Staying true to the purpose of caring for people so they can be their best, colleagues at Hyatt hotels stand as pillars of support throughout the couple’s romantic journey, seamlessly weaving their presence into crafting unforgettable moments, from the initial spark of romance to the joyous union of the two souls.

    Commenting on the initiative, Hyatt regional vice president of commercial, India and Southwest Asia Kadmbini Mittal said, “With the ‘Perfectly Yours’ campaign, we were able to successfully spark conversations around how modern Indian weddings are increasingly reflective of the couple’s characteristics and beliefs, while focusing on Hyatt’s expertise in curating personalised experiences for each couple. Expanding on the love and accolades received by the inaugural campaign, we are delighted to present ‘Perfectly Yours 2.0,’ which is dedicated to enhancing this offering by encapsulating Hyatt hotels’ commitment to going above and beyond the wedding day by building culturally rich moments to ensure a unique experience for each couple. As the campaign demonstrates, we do take pride in `putting the You` in your wedding.”

    Hyatt hotels have long been the perfect setting for tailor-made weddings and the Perfectly Yours campaign takes this expertise and experience many steps forward through an assortment of personalized experiences, from innumerable culinary delights, customized culinary experiences and sustainable décor options, to even including pets in the wedding celebrations.

    The #PerfectlyYours participating hotels represent Hyatt’s celebrated brands across India’s top metropolitan cities and wedding destinations, ensuring that couples can choose from a wide range of hotels and brands. The hotels include Andaz Delhi, Grand Hyatt Mumbai, Grand Hyatt Goa, Alila Diwa Goa, Alila Fort Bishangarh, Hyatt Regency Dehradun, Hyatt Regency Jaipur, Hyatt Regency Chandigarh, Hyatt Centric Sector 17 Chandigarh, and Park Hyatt Hyderabad.

    The musical trilogy can be viewed across ‘Hyatt India Weddings’ social media platforms –  Instagram, Facebook, YouTube, and Linkedin. It can also be streamed on Spotify and iMusic.

     

  • ShareChat presents #AyodhyaKiTicket: A virtual celebration of Ram Mandir consecration

    ShareChat presents #AyodhyaKiTicket: A virtual celebration of Ram Mandir consecration

    Mumbai:  Can’t be in Ayodhya for the Ram Mandir consecration? ShareChat will bring the festivities to you! ShareChat, a multilingual social media
    platform, announced the launch of #AyodhyaKiTicket, a comprehensive in-app campaign to bring the historic consecration of the Ram Mandir in Ayodhya to
    every user, right at their fingertips. ShareChat, the destination for all trending content launches this week-long campaign, starting from January 15 to 22 January inviting users to experience the vibrancy of Ayodhya through a range of in-app activities designed to engage and connect its community nationwide.

    Through #AyodhyaKiTicket, ShareChat will take the user experience beyond simple viewing, transforming the platform into a virtual portal to Ayodhya’s grand celebrations where users can witness the consecration of Ram Mandir live and light up Sri Ram Jyoti from home using an interactive web card. In addition, the app will also have trending tags, featuring informative content pieces throwing light on topics such as history, Ramayan, Sanatana Dharma, and preparation around the temple consecration. Furthermore, to cater to diverse interests and enrich the user experience, special tags will be curated to keep the users updated on the latest happenings around Ram Mandir’s consecration, featuring content on guidelines, administrative updates, celebrities visiting

    Ayodhya, and more. Users can also tune into exclusive Live Chat Rooms to listen to Ramayan Path and take part in daily quizzes.

    Talking about the campaign, ShareChat & Moj senior director, content strategy and operations Shashank Shekhar said, ‘ShareChat & Moj said
    “ShareChat celebrates the cultural richness of our nation and with this campaign we aim to bring the essence of Ayodhya closer to every user, fostering a sense of togetherness during this historic moment. No matter where you are, ShareChat will be your #AyodhyaKiTicket. Join millions of users as they experience this momentous occasion through interactive features, insightful content, and a shared sense of community.”

    Join in this unique and immersive experience, to honor the legacy of Lord Ram, on ShareChat with #AyodhyaKiTicket.

  • Eye-Q launches #AnEyeonParentseye campaign

    Eye-Q launches #AnEyeonParentseye campaign

    Mumbai: Eye-Q, a leading chain of 29 super-speciality eye hospitals, announced its new digital campaign, #AnEyeonParentseye, dedicated to raising awareness about senior eye care. As part of its commitment to holistic eye health, the campaign featured informative videos and posts, guiding children and youngsters on recognising signs in their older parents that may indicate the need for comprehensive eye care.

    Scheduled from 11 to 13 January 2024, this initiative coincided with Eye-Q’s 17th-anniversary celebration on 14 January. The campaign aims to shed light on common eye-related issues that often manifest in old age. By educating the public on identifying early signs of these conditions, Eye-Q hopes to empower families to take proactive measures and seek timely medical intervention.

    As a pioneer in the eye care sector since its establishment in 2007, Eye-Q has consistently strived to provide high-quality eye care services at affordable costs. The chain operates in Haryana, Uttar Pradesh, Uttarakhand, and Gujarat, with an additional three hospitals in Nigeria, and Africa. Eye-Q founder & CMD Dr Ajay Sharma is a renowned eye surgeon in India, leading a team of specialists with extensive experience from top hospitals nationwide.

    “Eye-Q is not just a hospital chain; it’s a beacon of eye health awareness. Our #AnEyeonParentseye campaign is a testament to our commitment to community well-being. By leveraging digital platforms, we aim to reach a broader audience and empower them with knowledge about senior eye care,” said Dr Ajay Sharma.

    The campaign concluded with an Instagram awareness interaction featuring Dr Ajay Sharma and a representative from an NGO focused on eye care. Eye-Q invited everyone to join the conversation, learn about the importance of senior eye care, and contribute to creating a world where eye health is a priority for every family.

  • Indoco Remedies launches ‘Pata hai Kyun?’ campaign for Sensodent K

    Indoco Remedies launches ‘Pata hai Kyun?’ campaign for Sensodent K

    Mumbai: Indoco Remedies has launched an innovative marketing campaign for its Sensodent K brand, a toothpaste specially formulated for individuals with sensitive teeth. This nationwide launch is supported by a 360˚ multi-channel media strategy.

    Created by Concept Communication, this campaign offers a humorous take on our interest in trivial matters, which makes us miss the important ones.

    The campaign has created a fictional world called the “Mangalverse”, showcasing their lives, their eccentricities, their quirks, while asking a very profound poignant question “Pata hai kyun?”. Sensodent K’s promise of “tooth ka current gone toh life ka current on”. A toothpaste so effective in managing tooth sensitivity, that highlights Sensodent K’s commitment to manage tooth sensitivity, allowing you to embrace life without discomfort and inconvenience.

    The campaign challenges all the known dogmas of the category and creates a new lexicon for the category. The 360 campaign that rolled out on the 7 November takes into account the context of today’s consumer and understanding their needs for the category and its communication. The conversations around the brand will be very distinct ensuring better efficacy leading to greater affinity.

    “Our task revolved around establishing a robust presence for the Sensodent brand within a category largely characterized by problem-solving advertisements. As a challenger brand, we faced the imperative of devising a compelling communication strategy that not only stands out amidst the competitive clutter but also delivers exceptional effectiveness. Our goal was to craft a campaign that maximizes the impact of our limited budget to its fullest potential”, said Indoco Remedies Ltd MD Aditi Kare Panandikar.

    Concept India chairman & MD Vivek Suchanti said “The creative challenge was to create a campaign that builds on the brand promise but delivers it in an unexpected way. This would ensure conversations around the brand Sensodent K and make sure it resonates with the current expectations of the consumer”.

    The film was shot by Puppet Films, directed by Naren Multani and produced by Hozefa Alibhai.

  • L’Oréal Paris launches ‘My Hair Color, My Expression’ campaign

    L’Oréal Paris launches ‘My Hair Color, My Expression’ campaign

    Mumbai: L’Oréal Paris, proudly introduces its new campaign, ‘My Hair Color, My Expression,’ featuring four empowering digital stars – Sayani Gupta, Maanvi Gagroo, Kirti Kulhari, and Bani J. Premiering on 12 January 2024, this campaign is set to inspire women to express themselves and their personalities with hair color.

    Recognising that the woman of today views beauty from an “inside out” perspective, L’Oréal Paris recognises that this is more than just a hair color: it is a statement, a means to self-expression. With this campaign, L’Oréal Paris wants to inspire women to explore the true power of hair colour and empower them to tell their unique stories, and unabashedly celebrate their unique identities and choices.

    L’Oréal Paris India brand general manager Dario Zizzi expressed his vision for this campaign, stating, “In the kaleidoscope of beauty, every shade tells a story. ‘My Hair Color, My Expression’ is more than a campaign; it’s a celebration of the diverse and vibrant narratives that unfold when individuals express themselves through the transformative power of L’Oréal Paris hair colors. We believe in empowering everyone to embrace their unique beauty and express their authenticity boldly.”

     

     

    Commenting on their association with the campaign, renowned OTT celebrities said, 
    Sayani Gupta: “I’m thrilled to share that the captivating campaign “My Hair Color My Expression” for L’Oréal Paris, has been an absolute joy to shoot. As someone deeply passionate about self-expression, I appreciate how L’Oréal Paris Casting Creme Gloss adds that perfect touch of vibrancy to one’s personal style. This project marks a delightful beginning to the year, and I’m genuinely happy to be a part of it. Looking forward to a fantastic start and exciting collaborations ahead, all with the vibrant hues of L’Oréal Paris Casting Creme Gloss”

    Maanvi Gagroo: “I am thrilled to share the L’Oréal Paris, ‘My Hair Color, My Expression’ campaign with the world. The enchanting shade of salted caramel has a natural looking flair and seems like an extension of my personality. The seamless collaboration with L’Oréal Paris has been a delightful experience and I’m so excited about the film release, as we recreate the magic together. Here’s to celebrating the beauty of individuality and the joy of expressing oneself with L’Oréal Paris!”

    Kirti Kulhari: “I’m thrilled to be associated with L’Oréal Paris and especially for such a beautiful campaign like #MyHairColorMyExpression. Over the last 4-5 years, I’ve become self-aware, embraced self-love, and shattered societal norms. Experimenting with hair colors and styles is my subconscious way of expressing freedom and fearlessness. It’s become my secret language, reflecting who I am at the moment. As an artist, I’m a shape-shifter, portraying diverse characters on and off-screen. It’s not just a job; it’s an art form, expressing the many shades of Kirti.””

    Bani J: “I think for anyone who knows me or perhaps even looks at me, they can tell I’m an expressive person – from my hair to the tattoos to the body, clothes & jewellery, all the way to my facial expressions! That’s why I couldn’t think of a better fit for me than the ‘My Hair Color, My Expression’ campaign with L’Oréal Paris Casting Crème Gloss. I love that’s It’s more than just a campaign; it’s an invitation to explore all your unique shades and express yourself fearlessly. Let your hair be the canvas of your vibrant story!”

    This initiative is not just about changing the color; it’s a journey of self-expression, an exploration of unique hues that embody the spirit of the campaign.

    The campaign embraces individuality, diversity, and confidence, with each leading lady undergoing a captivating hair color transformation. It showcases the 16 intense shades available in the Casting Crème Gloss collection range- a bold, vivid shade for every personality. This campaign will be airing in 10 languages – English, Hindi, Marathi, Bengali, Punjabi, Malayalam, Telugu, Tamil, Assamese and Kannada.

    The ethos behind ‘My Hair Color, My Expression’ centres on the idea that a woman’s hair color is a powerful form of self-expression, contributing to her confidence and individuality. L’Oréal Paris Casting Crème Gloss provides a panier of shades that caters to a spectrum of preferences and personalities, allowing women to experiment, embrace change, and confidently express themselves.

    The campaign is set to captivate audiences across various platforms and focuses on the confidence and empowerment that arise from embracing one’s unique style through L’Oréal Paris Casting Crème Gloss.

  • Patients embrace India’s rehab Pongal activity at JH Rehabilitation hospital in Chennai

    Patients embrace India’s rehab Pongal activity at JH Rehabilitation hospital in Chennai

    Mumbai: JH Rehabilitation, the biggest rehab medicine hospital in Chennai, has initiated India’s first rehab pongal experience.

    The primary objective of this campaign, initiated by Dr Jacob, is to celebrate the spirit of resilience and triumph over adversity within the rehab community. By organising a unique Pongal celebration at JH Rehabilitation, the aim is to spotlight the remarkable outcomes of patients’ recovery journeys, foster a sense of community, and showcase the effectiveness of personalised recovery approaches.

    Dr Jacob’s motivation behind initiating this campaign is rooted in his commitment to patient care and his belief in the power of celebration in the rehabilitation process. By creating a joyful and interactive environment on the special day of Pongal, he intends to uplift the spirits of patients and demonstrate that recovery is not just a physical journey but also an emotional and celebratory one.

    On the auspicious day of Pongal, Dr Jacob seeks to prove that rehabilitation is not only about physical recovery but also about embracing life with enthusiasm and spirit. Through interactive games and activities, he aims to educate patients about the interconnectedness of joy and recovery, reinforcing the idea that resilience and celebration go hand in hand.

    JH Rehabilitation stands as a distinguished physician-led rehabilitation hospital in Chennai. Renowned for its international-standard infrastructure, cutting-edge equipment, and research-driven strategies, the hospital is committed to helping patients achieve significant milestones in their recovery journeys. JH Rehabilitation team specialises in holistic rehab care for patients that are diagnosed with Stroke, Parkinson’s, Musculoskeletal Issues, Cancer, Heart or Lung Conditions and Spinal injuries. The JH Team focuses on giving patients comprehensive rehab care involving an interdisciplinary team of physiotherapist, occupational therapist, speech language pathologist, psychologist, rehab nurse and social workers led by the rehab Physician.

    JH Rehabilitation stands as a beacon of holistic healing, providing a triad of care levels: In Patient, Outpatient, and In-House. Their rehabilitation philosophy is anchored in four pillars which is comprehensive, physician-led interdisciplinary care, community integration, and quality services accessible at reasonable costs. Boasting state-of-the-art technology and innovative features like body weight support equipment, customised nutrition, caregiver support, and virtual reality programs, JH Rehabilitation is at the forefront of progressive care.

    Setting a pioneering standard, JH Rehabilitation was first in the nation to introduce “EMPOWER”, a groundbreaking community reintegration program. Defined as the stage where individuals autonomously steer their lives through active participation in education and meaningful employment, this initiative reflects their commitment to empowering patients to lead independent and fulfilling lives.

    At the heart of JH Rehabilitation’s mission is the unwavering dedication to providing an all-encompassing rehabilitation centre in Chennai. With a focus on delivering not just healing but a service-oriented mindset, they strive to be the epitome of excellence in rehabilitation.

    This Pongal celebration organised by JH Rehabilitation reflects its dedication to providing comprehensive and personalised care.

    Dr. E. Ignatius Jacob, the managing director at JH Rehabilitation, emerges as the visionary behind the hospital’s innovative approach to rehabilitation. Dr. Jacob stands as a distinguished physiatrist, celebrated for his role in leading a dynamic team of rehabilitation professionals devoted to elevating the overall quality of life for their patients. Beyond his medical prowess, Dr. Jacob is a visionary entrepreneur, characterised by an unquenchable thirst for knowledge. Since 2018, he has been the driving force behind a thriving, multidisciplinary rehabilitation hospital, showcasing not only his medical expertise but also his business acumen.

    His journey is marked by a relentless pursuit of excellence and a commitment to staying at the forefront of advancements in both healthcare and entrepreneurship. Dr. Jacob’s impactful leadership has not only transformed the lives of countless individuals but has also solidified his reputation as a respected and innovative figure in the intersection of medicine and business.

    His commitment to witnessing patients embrace life with enthusiasm demonstrates that he is not only a medical leader but also a compassionate advocate for the holistic well-being of individuals undergoing rehabilitation.

    Birth Marque, one of the branding and advertising agencies in Chennai, India. They stand as the ideation partner for this concept. Birth Marque also curates events where many times they have risen above the benchmark of top corporate event management companies in Chennai.

    India’s first Pongal Rehab Activity watch here:

  • IAA and AFAA announce 14 Olive Crown Awards

    IAA and AFAA announce 14 Olive Crown Awards

    Mumbai: The India Chapter of the International Advertising Association (IAA) along with the Asian Federation of Advertising Associations (AFAA) announced the 14 edition of the widely acclaimed Olive Crown Awards.

    IAA president Avinash Pandey Says, “These awards have grown from strength to strength. They salute those professionals in our industry who not just nurture the brands they advertise but also nurture Brand Earth.”

    AFAA chairman Srinivasan Swamy adds, “Launched initially at the GoaFest in April 2011, these awards have always signified intra-industry cooperation and collaboration. I am glad the response to these awards has been steadily growing from AFAA member countries across Asia”.

    Olive Crown Awards Committee chairman Janak Sarda says “For such meaningful work, there is no entry fee. The awards will be judged by an elite creative jury and presented in Mumbai in the first half of April. The wonderful creatives for the Call for Entries campaign have been made by Madison Loop senior creative director Vallabh Yeolkar.

    Entries can be sent to: https://ocawards.awardor.com

    Last date for entries is 31 January.

  • Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Mumbai: Britannia’s beverage brand Winkin’ Cow is adding a splash of joy to this year’s Pongal celebration with a delightful campaign designed to infuse the traditional harvest festival with a modern twist with its all-new Winkin’ Cow AR filter! In the hustle-bustle of urban life, the traditional charm of celebrating Pongal with family has slowly faded away. While the familiar clay pots may have given way to stainless steel, the joyous overflow of milk signifying abundance, though rare, still holds a special place. The age-old chant of ‘Pongal O Pongal’ still echoes in our hearts.

    Conceptualised and executed by Britannia Winkin’ Cow and Schbang, the innovative #WinkinBackTraditions campaign recaptures the magic of traditional Pongal experience. This campaign introduces an immersive AR filter which brings alive cultural rituals in a modern setting.

    You can try the filter here

    The AR filter is a virtual experience of Pongal celebrations. When pointed at a flat surface, it brings alive a pot of milk boiling over on users’ phones. Users are invited to utter the festive phrase, ‘Winkin’ Pongal O Pongal,’ simultaneously harping on the significance of Mattu Pongal. The brand mascot Winkin’ takes center stage in this immersive Pongal setup.

    The AR filter seamlessly transitions from the mascot’s close-up to its familiar position on the product. As the filter ends, Britannia Winkin’ Cow extends warm and cheery Pongal wishes to the audience.

    Speaking about the campaign, Britannia Dairy Industries chief business officer Abhishek Sinha said, “In the dynamic landscape of Tamil Nadu’s market, Winkin’ Cow has become synonymous with thick shakes and consumer love. Pongal, being a cultural cornerstone, is an opportune moment for us to showcase how technology meets traditions. With our AR Filter and the #WinkinBackTraditions campaign, Britannia Winkin’ Cow is re-affirming its dedication to preserving and enriching the diverse roots of our culture.”

    Schbang group brand solutions manager Vrinda Bajaj said, “In a market where Britannia Winkin’ Cow has received overwhelming love, our aim was to reciprocate by offering consumers an immersive experience that sparks nostalgia and redefines Pongal celebrations in the Urban era. Through the seamless blend of technology and creativity, we’ve enabled the urban audience to relive the charm of Pongal in a way that resonates with today’s tech-savvy generation.  This campaign is not just a celebration; it’s a curated fusion of tradition and innovation, bringing Pongal to the audiences’ fingertips like never before!”

    As an extension to the campaign, renowned Tamil Nadu-based influencers like Mani Megalai and Deepika Venkatachalam share their personal Pongal experiences, encouraging their followers to use and interact with the AR filter.

    Britannia’s beverage brand Winkin’ Cow, launched in 2018 as a thick shake beverage brand, achieved an impressive Rs 100 cr revenue in FY22, showcasing substantial growth within its initial three years. The brand offers a delectable assortment of thick shakes, lassi, and cold coffee.

  • Equitas SFB cheers women entrepreneurs’ success this Uttarayan

    Equitas SFB cheers women entrepreneurs’ success this Uttarayan

    Mumbai: Equitas small finance bank unveiled its new video in the ‘Circle of Life’ series showcasing the transformation of the life of a kite-maker from Gujarat.

    The story of Equitas SFB’s customer and women entrepreneur Roshan Bibi, a kite-maker from Gujarat, showcases the role that the Bank played in her business success.

    From struggling to make ends meet by selling 1,000 kites at Rs 13 at the start of her business 30 years ago, Ms. Bibi has not only expanded her business but also currently employs over 100 people.

    Bibi received timely support in the form of a first loan of Rs 10,000 for boosting her business, and credits Equitas SFB for fuelling her business growth through timely loans. She attributes the trust reposed in her by the Bank and the ease of the processing to be the reasons for her continued association with the Bank over the years. Despite initial hardships, she increased her workforce and scaled her business further, and is proud of not only providing for her seven kids and their families but also building a better society.

    “This Uttarayan, we decided to honour individuals who dream of soaring high, way above their hardships,” exclaimed Equitas SFB senior vice president & head – marketing Vignesh Murali. “Roshan Bibi’s story symbolizes hope and aspirations, reminding us that even the simplest of threads woven with hope and passion for 12 long months spread vibrant smiles in a three-day festival. Equitas SFB has always believed in giving back and we are, thus, proud to be a small but significant part of Roshan Bibi’s success. Her passion and resilience even after soaring high and falling low, like a kite inspires us, to support entrepreneurs who go through hardships but never give up. As a bank, we contribute to a better society and Roshan Bibi’s story not only showcases our support for entrepreneurship but also our commitment to go ‘Beyond Banking’.”

    Equitas SFB’s ‘Circle of Life’ series glorifies the resilient and empowering stories of determined women entrepreneurs like Roshan Bibi. This series serves as a testament to the power of passion and dedication, and the resilience of local artisans.

    The video debuts on 12 January, on Equitas Small Finance Bank’s social media platforms.

  • JUNGLE’s new campaign Jiggle Wiggle’ celebrates gaming’s pop culture impact

    JUNGLE’s new campaign Jiggle Wiggle’ celebrates gaming’s pop culture impact

    Mumbai: JUNGLE has unveiled their latest campaign – ‘The Jiggle Wiggle Campaign’ – for BATTLEGROUNDS MOBILE INDIA (BGMI), showcasing how the popular battle royale game has seamlessly integrated into Indian culture. Crafted around an enigmatic gamer “Babubhai” who captured the nation’s imagination with his signature move, the Jiggle Wiggle, this campaign is derived from conversations within the community itself and shows the impact the BGMI community has on India’s cultural fabric.

    Gamers are the new innovators and early adopters, and the campaign pays tribute to that through a tongue-in-cheek look at the lifecycle of an online trend. Starting from the birth of the trend within the game, the campaign illustrates how the Jiggle Wiggle move, catalysed by social media and word-of-mouth, rapidly snowballs into a matter of national interest – uniting gamers, rappers, dancers, sportspeople, and marketers alike. The campaign compellingly conveys that BGMI is not just a game, it’s an emotion that unites India in all its diversity. People from all walks of life come together to make Jiggle Wiggle a trend, simply because they’re passionate about the game.

    The campaign, conceptualised and produced by JUNGLE in association with KRAFTON India’s internal team uses a 360-degree approach that incorporates diverse elements, seamlessly integrating Jiggle Wiggle into various facets of the BGMI world, culminating in an actual in-game event spectacle. It has been rolled out in two distinct phases.

    Phase One – The Build Up

    The first phase utilised an array of touchpoints, strategically teasing and engaging audiences long before the launch of the campaign film. The character of Babubhai was seeded seamlessly into everyday BGMI conversations inside the game as well as outside. Several videos, gifs, static posts, and teasers were released on social media alongside in-game integrations (read: billboards, music tracks and cryptic messages), further intensifying the curiosity surrounding mystery player Babubhai among the community. Over the past few days, Babubhai has been taking over major gamers in the country and India’s biggest game, thus leading to an intriguing build-up to the film launch.  

    Phase Two – The Jiggle Wiggle DVC

    As anticipation piqued, JUNGLE released a 220-second DVC – an ode to India and the many Indias within, taking viewers on an electrifying journey through the interplay between BGMI and Indian pop culture. From urban streets to rural landscapes, this captivating film encapsulates the essence of BGMI’s influence, spotlighting its role in shaping trends across the spectrum of Indian Pop Culture—be it Dance, Music, or Sports. MC Altaf and Karan Kanchan rendered music to the DVC, while ace choreographer Ruel Varindani, did the choreography. With an extensive cast featuring popular gamers along with celebrities, dancers, and other prominent faces, “Jiggle Wiggle” unveils the captivating fusion of gaming and culture.

    Speaking about the campaign, KRAFTON India, associate director of marketing Srinjoy Das said “Because of its vast reach, one of the coolest things we have noticed about BGMI is how our fans form their own sub-cultures within the game, which go on to become memes and trends. The iconic “De Jiggle” move which was coined by a then small-time creator Raj who also features in the ad, went on to become a cult esports tactic, followed by a meme and then a nationwide sensation. This campaign is a small tribute to that while it also helps us test the warmth of this pop culture trend and we can’t wait to see how our fans react when they figure out this delightfully fictional take on the iconic Jiggle.”

    Talking about the film, JUNGLE creative head Gaurav Banerjee said, “Storytelling is only powerful when it comes from within a community, and it was an incredible experience working with KRAFTON to craft this film. The sheer passion that exists within the gaming community, as well as KRAFTON’s involvement with the BGMI community to try and find ways to connect more deeply with them – all of this has led to a film which is both true to the game as well as the world of trends we currently live in. It was an absolutely amazing experience to craft this film with KRAFTON.”