Krafton India’s battle game Battlegrounds Mobile India has unveiled a campaign themed ‘Wear Your Cred’ urging users to level up with the new Royale Pass experience.
BGMI’s Royale Pass allows players to break away from the default gaming experience, for in-game elements such as emotes, parachutes and outfits, this helping them build an elevated identity. It has launched the third iteration of Royale Pass, the RPA3.
The campaign film conceptualised by 22feet Tribal Worldwide brings alive this differentiation dramatically.
The film features a young woman wearing her game skin tattoo on her arm. She flaunts it with telling effect and thoroughly enjoys its effect on people. Whether it be at a café, the street, in a bus, a nightclub or an elevator, people instantly fall unconscious on seeing her game skin. The brand delivers its ‘Wear Your Cred’ message.
Srinjoy Das, Associate Director of Marketing, Krafton India, said, “At this point, the Royale Pass in BGMI has become a massive sub-brand if you look at the sheer volume of YouTube and Instagram content around it. So with the third iteration, the RPA3, we felt it was imperative to showcase the class and awe it generates when you don a RPA final outfit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognise that they have crossed all 100 levels. It’s a mark of respect, of awe, and above all, a recognition that it’s no longer cool to be default. We hope our fans love this amazing film as much as we loved making it.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “BGMI isn’t just a game, it’s a community. And to announce this edition of the Royale Pass, we wanted to add some serious flex to it. In machine-gun mouth, we played with an audio disruption, this time we have a visual disruption.”
‘Wear Your Cred’ will be amplified across the gaming community through social channels, videos that showcased RPA3 assets using CGI, trending reels content, gamified contests and in-game promotions. BGMI hs also collaborated with the KOLs to create conversation within the gaming community.
Credits
Brand: Krafton India, BGMI
Agency: 22feet Tribal Worldwide
Creative: Rahul Mathew, Vishnu Srivatsav, Mahima Mathur, Diya Sarker, Darshan Dhonde, Manvir Mahidwan, Gurpartap Brar, Chris Luiz, Yash Rajwani, Rhea Kumar, Shyan Gershon, Sanskar Hassanandani
Business: Vanaja Pillai, Shikha Davessar, Kavya Mendiratta
Production House: Early Man Films
Director (Film): Abhinav Pratiman
Producer: Amarjeet Phukan
Feedback: [email protected]
