MAM

DDB Mudra’s “Game Responsibly” campaign wins Bronze Lion at Cannes Lions Awards 2022

The campaign was designed for Krafton’s Battlegrounds Mobile India.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/07/06/2.jpg?itok=G5erEyMG

Mumbai: In a first for Indian gaming, DDB Mudra’s “Game Responsibly” campaign for Battlegrounds Mobile India (BGMI) bagged the Bronze Lion at the Cannes Lions Awards 2022. Conceptualised by DDB Mudra, the first-of-its-kind campaign from Krafton addressed issues of continuous gaming, while reinstating in-game safeguards introduced by BGMI.

Widely recognized as the global benchmark for creative excellence, the Cannes Lions Awards celebrate creativity across disciplines with specialist awards. As a crowd-favourite game with over a hundred million registered users, DDB Mudra and Krafton campaign focused on building awareness amongst players to cultivate healthy gaming habits while promoting responsible gameplay.  

The slew of awards for this campaign began with a Grand Prix at Spikes Asia Awards, supported by two Golds, a Silver and three Bronze. The film then went on to win a Gold and a Bronze Lotus at Adfest 2022, three golds and a silver at the ABBY’s, a Graphite Pencil and three Wood Pencils at D&AD, seven Blue Elephants and ten Baby Elephants at Kyoorius. The icing on the cake came at the Cannes Lions International Festival of Creativity, wherein the film garnered four shortlists and bagged a Bronze Lion in the Film category.

The campaign film employs the iconic gameplay sounds of BGMI as a metaphor for excessive gaming wherein the protagonist is shown mimicking the sounds incessantly. Humour is employed to drive home the features introduced by BGMI to combat continuous gaming, including OTP authentication for minors and limits on daily in-game spending. The film organically embeds the problem of over-gaming and its subsequent solution of parental control features into a relatable narrative that appeals to multiple audiences.

Speaking on the film’s stellar performance at awards shows, DDB Mudra Group chief creative officer Rahul Mathew said, “Film isn’t usually the medium that we’re known for as a country. So, to have a film that has been celebrated on every stage globally is quite an honour for all of us.”

“This is a historic moment for us, and we are incredibly proud that our collaborative work with DDB Mudra has been so highly awarded. The campaign had a plethora of challenges to creatively spreading awareness about in-game safeguards, and bringing gamers, families, and friends on the same page. Here at KRAFTON, Inc., our efforts are focused on ensuring safe, and responsible gaming while prioritising our gamers’ mental and physical wellbeing. The campaign was successful in reiterating BGMI’s responsible gaming measure in a manner that resonates with multiple audiences.” said Krafton head of India Publishing Minu Lee.

“The Game Responsibly” campaign not only speaks to gamers but also brings their friends and parents into the conversation. By educating all three audiences, the campaign shows that there are simple solutions for an obsession that may otherwise have serious long-term effects.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/iaa-indiaa-awards.jpg?itok=eu7gKLUR
IAA organises IndIAA Awards to salute the idea 'India'

The International Advertising Association (IAA), an integrated advertising trade association, is organising the IAA IndIAA awards to salute the idea that is India.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/bhaskar-jaiswal.jpg?itok=GU6hhzfW
Dentsu India on-boards Bhasker Jaiswal as chief operations officer, media

Dentsu India has announced the appointment of Bhasker Jaiswal as chief operations officer, media. As a member of the executive team, he will report to Dentsu South Asia chief executive officer, media, Divya Karani.

MAM Media and Advertising AD Agencies
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/cleartrip.jpg?itok=Fr6-zTRX
Cleartrip appoints Shubham Khurana as the head of brand marketing

Cleartrip announced the appointment of Shubham Khurana as the brand head on Thursday. In his new role, he will be responsible for augmenting Cleartrip’s brand presence across the country and further expanding its footprint in the newer markets, along with enhancing the customer experience.

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/interbrand.jpg?itok=vWURGpJo
Interbrand strengthens India leadership; announces new appointments and elevations

Mumbai: Brand consultancy – Interbrand has bolstered its leadership team by appointing four executives in elevated and new roles, with the goal in mind to drive strategic partnerships, accelerate growth, and burgeon overall enterprise value. Satish Krishnamurthy assumes the role of chief strategy...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/21.jpg?itok=F72LVe5h
Wunderman Thompson North America names Tom Murphy as chief creative officer

Creative talent Tom Murphy will join Wunderman Thompson North America as chief creative officer, the agency has announced. He will report to CEO Audrey Melofchik. Wunderman Thompson’s global chief creative officer, Bas Korsten, has been acting as NA CCO for most of 2022.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/20.jpg?itok=7aZn6FGx
Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach

Publicis Groupe owned Leo Burnett India has announced the launch of LB regional-a specialised division that aims to help brands maximise their reach with national audiences by understanding region-wise insights. LB regional will help brands create localised content to build relevance with national...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/bourn.jpg?itok=GrlQbCx6
Cadbury Bournvita unveils a short film ‘The Boy Who Failed’ in its latest campaign ‘Tayyari Jeet Ki’

Mumbai: Mondelez India’s nutrition brand Cadbury Bournvita has rolled out a four-minute short film, "The Boy Who Failed," introducing a perspective shift on failure under its campaign "Tayyari Jeet Ki."

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/dom.jpg?itok=vhWOh3L_
Domino’s faces FSSAI heat as viral video raises question mark on its hygiene standards

Days after a Twitter user posted a video allegedly showing poor hygienic practises followed at a Domino’s outlet in Bengaluru, the Food Safety and Standards Authority of India (FSSAI) has swung into action. The authorities on Wednesday issued a spot memo to food business operators seeking an...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/wing.jpg?itok=Wh-vG4hW
Wing Communications to handle Advait Infratech’s PR mandate

Wing Communications has won the communications mandate for Advait Infratech—a Gujrat-based Infratech on Wednesday.

MAM PR & Communication