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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
