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Krafton ropes in Saatchi & Saatchi Propagate for its new campaign
Mumbai: South Korean video game company Krafton has partnered with Saatchi & Saatchi Propagate to launch its new IP ‘Battlegrounds Mobile India’.
The agency conceptualised and produced two TVCs – a launch film on #IndiaKaGame and another one on the core theme of friendship made in the game – both directed by Siva Romero Iyer. The launch campaign will be promoted across digital platforms.
The campaign captures the ‘Made in India’ nuances like friendships that are made and strengthened while gaming, the spirit of competition, and the idiosyncrasies of the Indian gamer. All these themes integrated together to create a game made just for India and will be ‘India Ka Battlegrounds’, the agency said in a statement on Wednesday.
Sharing his views on the launch, Saatchi & Saatchi Propagate’s COO Charles Victor said, “Who wouldn’t be excited with the opportunity to partner with Krafton? Firstly, because we were going to launch India’s most eagerly awaited mobile game. Secondly, it was a chance to build on gaming’s new narrative, that it is as much of social activity as it is a game. People forge friendships, take these bonds to the offline world and some even meet their partners and spouses while gaming. It was the opportunity to be able to write real stories that eventually resulted in this film.”
Highlighting the thought process behind the campaign, Saatchi & Saatchi Propagate’s senior creative director Chetan Kapoor said, “We set ourselves the task to create memorable films that bring alive the diversity, inclusivity, unique traits and idiosyncrasies of the players that truly make BATTLEGROUNDS MOBILE INDIA a game like no other. While producing films of this scale was a challenge in these times, we believe we’ve managed to create ad films that will be liked as much as the game is loved. Here’s to some chicken dinners coming up!”
The first film from the campaign was recently launched on Youtube and the second one is scheduled for release shortly.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
