Ad Campaigns
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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
