Battlegrounds Mobile India has launched its #DontCareToShare campaign for the X-Suit Carnival. Featuring influencers Jonathan and Dynamo, the two-film campaign has been conceptualised by tgthr.
In the first film of the series, Jonathan prepares to face off against invading aliens, motivated by his desire to obtain BGMI’s coveted X-Suits. As tension builds, he disrupts the shoot with hilarious antics, refusing to let the production team finish shooting the film. For if the film is not made, no one will know about the X-suits, and then there is no need to share.
In the second film, Dynamo is shooting a battle scene for the X-Suit, only to be interrupted by a call from his mom. He adds to the chaos by throwing tantrums and threatening to walk away, again not allowing the team to shoot the film. Both films reveal Jonathan and Dynamo’s disruptive behaviour was a strategy to retain the X-Suits for themselves.
Srinjoy Das, Associate Director – Marketing, Krafton India, said, “The X-Suits are stunning works of digital art in BGMI. One simple search on YouTube and you can see the incredible sense of exclusivity this brings to its owners. That’s it, that sense of exclusivity was the brief of this film, and we arrived at a super funny script, and with 135 million views on Instagram as we speak, we are delighted to see BGMI fans love and share them.”
Aalap Desai, Founder & Chief Creative Officer, tgthr, said, “tgthr believes in maximum impact, a force multiplier. And that can only happen when you put out there a piece of advertising that topples the norm. For me, this campaign is just that. This approach was the weirdest and the bravest of all the ones we proposed to BGMI. We are so glad that the BGMI team stayed true to their brief of being different and clutter-breaking and chose this approach, which was brave but impactful. It was just so much fun to execute every part of this campaign’s funnel, from films to social posts.”
Arjuna Gaur, Director for tgthr Films added, “Aliens, space crafts, pre-historic man, and medieval armies. It’s not every day one gets unhinged scripts like this. Every detail was crafted with love, and we used minimal VFX in both films. If you see a UFO burning in the Jungle, then there really was a UFO burning in the jungle. All in all, it was a wonderful experience working with BGMI and tgthr.”
