ITV

Tag: Srinjoy Das

  • BGMI drops the mic on Ads with a satirical spin

    BGMI drops the mic on Ads with a satirical spin

    MUMBAI: Battlegrounds Mobile India (BGMI) has taken aim at one of India’s cheekiest advertising tricks, the surrogate ad, and flipped it into a cultural spectacle. Teaming up with creative agency Talented, the brand has launched BGMI Drops, a tongue-in-cheek campaign that turns parody into performance art for the meme generation.

    Instead of hiding behind substitutes, BGMI proudly parodies them. The campaign transforms the game’s most iconic elements into fictional FMCG products, BGMI energy drink, BGMI helmet, and BGMI only pans, each with its own delightfully over-the-top commercial.

    Directed by Akimbo (Mandakini Menon & Bopanna MG) and produced by Potli Baba Mediahouse, the three short films blend nostalgia, satire, and absurdist humour, paying tribute to India’s golden era of ad jingles and glossy TV spots. The first film alone clocked 4 million organic views in just 24 hours.

    The fun doesn’t stop there. Fans can head to trybgmi.com, a parody storefront where they can “shop” for the spoof products, discover hidden easter eggs, and unlock digital experiences, all part of the campaign’s interactive storytelling.

    “BGMI has always set the tone for pop culture in India,” said Krafton India associate director – marketing and product Srinjoy Das. “With BGMI Drops, we wanted to speak in the native tongue of our players, referential, meme-driven, and self-aware.”

    According to Talented’s Ritika Shriram and Aaliya Sheikh, “Surrogate ads were about hiding intent. We turned that inside out. These films wear their disguise proudly and invite viewers to join the inside joke.”

    By remixing nostalgia with internet irony, BGMI Drops turns everyday scrolls into satire. In true 2025 style, it’s not just an ad campaign, it’s a wink, a nudge, and a meme waiting to happen.

  • Match made in mayhem as BGMI hosts India’s biggest in-game wedding

    Match made in mayhem as BGMI hosts India’s biggest in-game wedding

    MUMBAI: Love is in the (digital) air as Battlegrounds Mobile India (BGMI) pulls off the unthinkable, hosting India’s Biggest In-Game Wedding, turning virtual battlegrounds into a full-blown mandap. The three-day celebration wasn’t just a stunt, it was an emotion, a testament to how gaming isn’t just about wins and losses, but bonds forged between players.

    At the heart of this heartwarming saga is Tanupreet and Jaspreet, a couple from Meerut who met over grenades and giggles inside BGMI’s multiplayer world. What began as casual team-ups soon turned into connection requests, Synergy milestones, and eventually, a virtual ‘Love Connection’ culminating in a grand digital wedding that redefined matchmaking.

    From mehendi on April 8 to a sangeet on April 9 and the final shaadi ceremony on 11 April , BGMI spared no pixel. Legendary fashion designer Ritu Beri designed custom BGMI-themed wedding avatars, while singer Benny Dayal performed live in-game during the Sangeet, marking his virtual concert debut. Meanwhile, celebrity guests like Karan Johar and Neeraj Chopra played the ultimate FOMO card online: “Mera invite kahan hai?”

    “BGMI today is not just about playing, it’s about belonging” said Krafton India associate director and lead of marketing Srinjoy Das. He added  “This is one of our most emotional and culturally rich campaigns yet that brings together fashion, music, relationships, and storytelling all inside a game. It’s a wedding but also a powerful metaphor for how BGMI brings people together.”

    “BGMI gave us more than just a game it gave us each other,” shared Tanupreet and Jaspreet. “From random team-ups to a real bond, we never imagined it would lead to this. To be married inside the game that introduced us is beyond special.”

    But the celebrations don’t stop there. BGMI is inviting its 200-million-strong community to join the Shaadi Duo event from 20 May to 1 June. Players can team up in Duo Mode, take on challenges, and earn the limited-edition Space Gift Box, a reward symbolising in-game connections.

    Here’s how to join the festivities:

    1    Pair up with your bestie, bae, or battle buddy

    2    Play Classic Mode in Duo

    3    Complete challenges to unlock the exclusive gift

    Importantly, this isn’t just for couples, it’s for everyone who’s found friendship, rivalry, or romance in-game. Features like Synergy, Connection Requests, and Love Connection were central to Tanupreet and Jaspreet’s journey from teammates to soulmates. BGMI wants more players to explore and experience those social layers.

    The campaign, crafted by DDB Mudra Group, didn’t just stop at gameplay. Influencer wedding invitation unboxings, meme-worthy celebrity posts, and emotional fan reactions turned this into a full-fledged cultural moment. BGMI successfully blurred the line between reality and digital, redefining what a game can truly mean.

    So, while others play for the chicken dinner, Tanupreet and Jaspreet played for forever.

    And in a world where love can blossom in a lobby and end at a mandap, BGMI proves that sometimes your plus one is just one headshot away.

  • How Maitri and BGMI made a scam ad to expose scam ads

    How Maitri and BGMI made a scam ad to expose scam ads

    MUMBAI: KRAFTON India’s BATTLEGROUNDS MOBILE INDIA (BGMI) has once again tapped into its strong community culture by turning April Fools’ Day into an opportunity for education. This year’s campaign took a humorous yet impactful approach to warn players about the risks of purchasing in-game currency (UC) from untrustworthy sources.

    BGMI partnered with Maitri to launch a bold and innovative scam campaign to raise awareness about scam ads. The campaign hinged on a fake promise: free UC (in-game currency) for BGMI players. To sell the deception, the team collaborated with George Thokkumootil, the iconic character from Akkara Kazhchakal, a beloved Malayalam sitcom.

    Film:

    Through a mockumentary-style video, the team crafted a relatable and engaging story, seamlessly integrating a key message—if players buy UC from unauthorized sources, they risk losing their accounts. The film centers around a quirky salesman who promises players the ultimate BGMI experience, offering everything from UC top-ups and elite passes to exclusive skins and premium vehicles. His pitch is simple: all he needs is the player’s “Money and Account” in return for guaranteed Chicken Dinners, all delivered through his questionable company that claims to cater to every gamer’s needs.

    The video was shot in the US with the original Akkara Kazhchakal team, using their signature humor to create authenticity. The footage was then edited in Kerala by Maitri Advertising. This collaboration ensured that the campaign resonated deeply with the audience, tapping into nostalgia to convey an important message.

    Watch the short film on Battlegrounds Mobile India official Instagram channel. 

    “Akkara Kazhchakal, a beloved Malayalam sitcom from the late 2000s, humorously portrayed the struggles of a Malayali family in the US. Originally airing on TV and YouTube, its popularity soared on Instagram and TikTok through nostalgic clips, memes, and fan edits. The show’s iconic dialogues and scenes, especially those featuring George Thekkumootil, an insurance agent, continue to resonate in pop culture, making it the perfect nostalgic touch for BGMI’s anti-scam prank.” – Francis Thomas, Group Creative Director, Maitri Advertising.

    Website: 

    To add credibility, the campaign also featured a dedicated landing page, reinforcing the importance of making purchases only through official channels. A fully functional website was created. The site mimicked real scam websites, luring players with the promise of free UC. Upon entering their BGMI ID, they were immediately informed that the entire setup was a scam designed to warn them against falling for actual fraudsters.

    Visit: https://tafreeuc.com/

    The results?

    Within hours, the campaign garnered over 2.5 lakh shares and more than 3 million views. Malayalees were thrilled by the unexpected reunion, while non-Malayalees were hooked by the clever execution. The video spread like wildfire.

    ●    3.6M+ views
    ●    182K+ likes
    ●    265K+ shares
    ●    4.2K+ comments
    ●    135K+ website clicks

    The viral nature of the campaign is a testament to how well the message resonated with players, turning an inside joke into a widely shared learning moment.

    Why it worked:

    The campaign stood out because of its mockumentary storytelling that helped in enhancing credibility and engagement. The multi-platform execution—using video, a fake website, and in-game hoardings—ensured that the message reached players through multiple touchpoints. Additionally, the cultural relevance of featuring a nostalgic Malayalam sitcom character deepened the connection with the audience, making the campaign not just informative but also deeply engaging.

    “April Fools’ has always been a great time to unveil inside jokes, and the community gets in on it. This year, we thought we should use the occasion for a little bit of education as well, so that our fans don’t click on untrustworthy sources to buy in-game currency. Looking at the 2L shares already, I’d say it’s been widely accepted and shared. We will look to create some more surprises for our fans as we go along!”  
    — Srinjoy Das, Associate Director of Marketing at Krafton

    By blending humor with awareness, BGMI continues to uphold its dedication to a safe and secure gaming environment to a safe and fair gaming environment, ensuring that players are informed and protected from fraudulent sources. This initiative is yet another example of how BGMI leverages cultural moments to engage with its audience while delivering important messages in an entertaining format.

    Campaign Credits:

    Client: Battlegrounds Mobile India (BGMI)
    Agency: Maitri Advertising Pvt. Ltd
    Managing Director: Raju Menon
    Chief Operating Officer: Jayakumar N
    Director Ideation: Venugopal R Nair
    Creative Directors: Francis Thomas & Vincent Vadakkan
    Chief Media Officer & Key Accounts Head: Sumit G
    Director, Digital and Overseas Business: Sumit Raj
    Head (Digital & Creatives): Ajay Sathyan
    Writer & Art Director: Muhammed Farhan
    Senior Editor: Anil Jacob
    Editor: Sharath Chandran
     

  • BGMI’s Wow Wakao: A new era of gaming and influencer storytelling

    BGMI’s Wow Wakao: A new era of gaming and influencer storytelling

    MUMBAI: In an unprecedented collaboration, Krafton India has partnered with Collective Creative Labs, the creative division of Collective Artists Network, and Bake A Film to launch Wow Wakao, a six-episode gaming content series exclusively for Battlegrounds Mobile India (BGMI). This initiative marks a significant milestone in India’s gaming culture, blending immersive storytelling with influencer-driven content.

    As gaming cements its place in India’s entertainment industry, Wow Wakao introduces a fresh, engaging approach to content creation. The series stars rising content creator Naman Arora, represented by Collective Artists Network, who navigates BGMI’s new ‘Wow Mode’ in an entertaining and dynamic style. The initiative aims to set a new benchmark for gaming content in India.

    Speaking on the collaboration, Naman Arora said, “Gaming has always been my passion, and Wow Wakao is a dream come true. This series brings a new level of excitement, allowing me to showcase BGMI’s Wow Mode in a fun and engaging way for fans. I can’t wait for everyone to experience it!”

    Krafton India associate director of marketing Srinjoy Das added, “BGMI has always led the way in innovative gameplay experiences, and Wow Wakao aligns perfectly with our vision of engaging and entertaining our community. By collaborating with Naman Arora and our talented content partners, we aim to make gaming content more immersive and accessible.”

    Collective Creative Labs chief creative officer Dhruv Sheth noted, “BGMI consistently pushes the boundaries of gameplay innovation. We are thrilled to collaborate on Wow Wakao, which leverages trending content, influencer engagement, and the diversity of WOW Mode to connect with audiences in a relatable and entertaining manner.”

    Bake A Film co-founder Mrinal Chawla highlighted, “By tapping into current trends, Naman Arora’s popularity, and the diverse offerings of WOW Mode, we have crafted Wow Wakao! This series places BGMI’s Wow Mode front and centre, reaching audiences through trending social media personalities and engaging storytelling.”

    Creative director Parikshit Singh added, ‘We set out to create an engaging series that captures the madness of WOW Mode. Thanks to the combined efforts of all teams and Naman Arora’s hilarious performance, the final product matches the vision we had when it was just a concept.’

    With digital entertainment evolving rapidly, gaming has emerged as a dominant force. Wow Wakao aims to captivate a new generation of gamers and content enthusiasts, reinforcing Krafton’s commitment to innovative storytelling. The series will be available for streaming on YouTube and Instagram from 11th February 2025, delivering a thrilling mix of action, entertainment, and influencer-driven narratives.

  • BGMI’s digital film reveals new events, modes and maps of the game in style!

    BGMI’s digital film reveals new events, modes and maps of the game in style!

    Mumbai: PAD Play, a problem-solving company in video production for digital marketing, has been winning appreciation for the Kannada ad film – Winner, Winner Chicken Dinner. The digital film made for BGMI – Battlegrounds Mobile India, explains the game updates in a thrilling and impressive sequence. The film shot across various locations in Karnataka, captures the vibrant spirit of the region while also showcasing the love for the game. With the right mixture of ‘Psych BGMI power’ and real-life experiences, it resonates deeply with the gaming community in Karnataka, where BGMI has a significant following.

    Commenting on the response to the hyper-local digital film, KRAFTON India associate director and lead marketing Srinjoy Das said, “With all our campaigns, we strive to connect with gamers across the country, and this time, we aimed to create something special for our gamers in Karnataka. Our journey started with figuring out what genuinely resonates with Kannadigas. This led us to choose Bengaluru as the film’s setting, showcasing its iconic landmarks, and everyday moments locals can relate to. We also crafted a catchy tune in Kannada in collaboration with local artists. Conceptualized and filmed in Karnataka, we wanted to create a fully authentic experience for our BGMI audience in the state. We are thrilled by the positive reception it has received from the community”.

    The usage of Psych Maga – a popular slang phrase used among Karnataka youths has struck the right chord with game enthusiasts. The relatable and engaging ad is driving downloads at a fast pace.

    Elaborating on the making, PAD Play co-founder and chief creative officer Vivek Reddy said, “We are incredibly proud of this hyper-local project and are elated with the response. By understanding and incorporating the local culture, we have created a film that truly speaks the language of the gamers in their own dialect. The film celebrates the enthusiasm of BGMI gamers in Karnataka. The music and characters have added to the hyper-local flavour organically.”

    BGMI is one of India’s premier gaming platforms with a vast and passionate user base and this digital film has captured the imagination of the gaming community in Karnataka. Since its launch, BGMI has retained its immense popularity and expanded its user base, becoming a leader in the Indian gaming industry with its immersive gameplay and engaging community features.

     

     

  • 22feet Tribal Worldwide’s latest campaign for BGMI celebrates quick gameplay

    22feet Tribal Worldwide’s latest campaign for BGMI celebrates quick gameplay

    Mumbai: 22feet Tribal Worldwide has unveiled their new campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), KRAFTON India’s popular battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The hilarious campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.

    In response to the growing demand for shorter, more dynamic gaming experiences, the campaign recognizes the contemporary challenge of time constraints faced by gaming enthusiasts. ‘Hai Thoda Time, Play Thoda BGMI’ showcases how seemingly insignificant moments in everyday life can create opportunities for playing the whole new line-up of immersive Quick Game Modes on BGMI.

    BGMI became a sensation in India banking on its highly viral and long Battle Royale mode. While this mode remains the most popular in BGMI, the campaign highlights the array of quicker game modes available in the game.

    KRAFTON India associate director of marketing Srinjoy Das said, “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”

    22feet Tribal Worldwide creative head Vishnu Srivatsav said, “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time.  We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”

    The campaign features a series of three quirky films that explore the unexpected pockets of free time, or “thoda time,” that are perfect for enjoying BGMI’s quick game modes. The humorously absurd scenarios depict the butterfly effect triggered by minor events, ultimately leading to characters finding the perfect short break to play BGMI, because these quick game modes can be fired up anytime, anywhere.

    The first film shows a dramatic showdown as ‘Kutty Gangster’ follows a lovesick gangster whose plan to eliminate his rival backfires hilariously, causing enough chaos to delay a nearby cab on the street.

    ‘A Fishy Tragedy’ depicts the chaotic chain reaction set off by a dead fish and a mischievous cat, leading a professor to miss the bus and get late for class.

    In ‘Record Breaker’, we see Sushil break an unusual record of bursting the most balloons ever. Now celebrating this feat leads to a boss delaying his meeting due to some pigeons. How all this ties together is the delight in this film.

    All three bizarre scenarios ultimately lead to the characters enjoying the Quick Game Modes on BGMI.

    . Raja Ne Rani Ka Dil Churaya Kya?

    . Sharma Ji Aur Goldie Ki Kahaani

    . Sushil Bantai Aur Birdie Ki Kahaani

  • 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.”

  • 22feet Tribal Worldwide inspires gamers with ‘Wear Your Cred’ BGMI campaign

    22feet Tribal Worldwide inspires gamers with ‘Wear Your Cred’ BGMI campaign

    Mumbai: 22feet Tribal Worldwide has unveiled their new campaign for Battlegrounds Mobile India (BGMI), KRAFTON India’s popular battle royal game, titled ‘Wear Your Cred’. The innovative campaign film is the first time Krafton India dives into the iconic novelty that comes with BGMI’s Royale Pass, inviting players to break away from the default gaming experience and embrace a world where unique in-game elements like emotes, parachutes and outfits clearly separates them from everyone else.

    In the gaming world, being ‘default’ means settling for the basics, and blending in with the crowd. Wear Your Cred aims to make the Royale Pass mainstream in the gaming culture and highlight its benefits for existing BGMI players in building an elevated identity and casual gamers looking for incentives and exclusive content to dress up for the occasion as they hunt down their chicken dinners.

    The film conveys how the Royale Pass lets players gain recognition and respect for their unique achievements by donning the various skins.  Each player’s presence alone will command respect, perhaps even instilling a sense of awe, when they wear their cred.

    KRAFTON India associate director of marketing Srinjoy Das said “At this point, the Royale Pass in BGMI has become a massive sub-brand if you look at the sheer volume of YouTube and Instagram content around it. So with the third iteration, the RPA3, we felt it was imperative to showcase the class and awe it generates when you don a RPA final out-fit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognize that they have crossed all 100 levels. It’s a mark of respect, of awe, and above all, a recognition that it’s no longer cool to be default. We hope our fans love this amazing film as much as we loved making it”

    DDB Mudra Group chief creative officer Rahul Mathew said “BGMI isn’t just a game, it’s a community.  And to announce this edition of the Royale Pass, we wanted to add some serious flex to it. In machine-gun mouth, we played with an audio disruption, this time we have a visual disruption.”

    ‘Wear Your Cred’ will be amplified across the gaming community through social channels, videos that showcased RPA3 assets using CGI, trending reels content, gamified contest, and in-game promotions. BGMI has also collaborated with the KOLs to create conversation within the gaming community.