Ad Campaigns
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.”
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.
