Ad Campaigns
Battlegrounds Mobile India tackles obsessive gaming in new campaign
Mumbai: Online gaming has taken off in a big way in India, becoming a virtual social gathering for gamers and even a collective obsession for many. However, the fun and entertaining activity also has the potential threat of turning into an addiction that could lead to serious long-term effects.
It is this concern that the South Korean video game developer of Battlegrounds Mobile India (BGMI), Krafton previously known as PUBG Mobile- a popular multiplayer game title in India, hopes to address through its new campaign ‘Game Responsibly’.
Conceptualised by DDB Mudra, this is a first-of-its-kind campaign from a major video game developer. As a revamped version of PUBG Mobile, BGMI faced issues with a negative image and negative sentiments, not only among their players but also among the players’ parents and the government. Hence, the primary objective and challenge of the ‘Game Responsibly’ communication, a DDB Mudra spokesperson told Indian Television, was to craft one cohesive message that would speak not only to the gaming audience that loves to play round the clock, but also their friends and family.
“The goal of this film was to assure the audience that it’s safe to play BGMI by promoting the various efforts taken by Krafton to this end, including a virtual world warning message, OTP-authenticated controls, break-time reminders, three-hour gameplay limits, in-game spend limits, among other,” said the company’s spokesperson. “The measures implemented by BGMI now bring a significant degree of control into the hands of parents. Thereby, the previously annoying behaviours of their gamer children need no longer be a source of incessant disturbance in their lives. This came from the realisation that being able to monitor and exercise a degree of control over their child’s excessive gaming habits would give parents the peace of mind they desire.”
The newly launched film, directed by Abhinav Pratiman and produced by Amarjeet Phukan from the production house of Early Man Film, tackles the core problem of over-gaming with humour while highlighting BGMI’s in-game parental-control features.
The films address the physical, mental, and social implications of obsessive gaming, while showcasing the other features that BGMI has built into the game. By educating all the audiences and the gamers themselves with a lighter, relatable, and non-preachy narrative, the campaign shows that there are simple solutions for the obsession.
“When it comes to a conversation on Responsible Gaming, there’s no real benefit in talking down. People don’t like to be preached to. So, we took a lighter, more relatable approach. And we brought everyone into the conversation: gamers, their families, and their friends. The films are unexpected and fun, but always human,” said DDB Mudra creative head – South Vishnu Srivatsav.
“We care deeply for our gamers, hence we acted. These changes have been made to ensure responsible gaming practices are adopted by gaming enthusiasts, especially minors. It also asserts the integrity and fairness of our business practices of putting community first. Yes, we aim to offer our best entertainment and experiences to our gamers, but at the same time mental and physical health of our players remains one of our top priorities,” said Krafton- head of Battlegrounds Mobile Division Wooyol Lim.
To drive the message of responsible gaming further, BGMI plans to reinforce the campaign’s key visuals with in-game billboards and banners. Furthermore, Krafton has launched a microsite that features the campaign and additional content to encourage moderated gaming practices.
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.
