Mumbai: Battlegrounds Mobile India (BGMI) is a popular multiplayer battle royale game developed by KRAFTON. Players are dropped on an island, fighting to be the last one standing in solo, duos, or squads, across various modes and maps. BGMI promotes responsible gaming through reminders for safety skills and breaks.
The BGMI x Schbang team addressed the issue of risk-taking among the thrill-seeking audience by using in-game and on-ground billboards, along with social media conversations, to promote the message that daredevil actions should be limited to gaming experiences only.
Bengaluru’s Joint Commissioner of Traffic Police, MN Anucheth, highlighted the city’s traffic issues, emphasizing that negligence, especially regarding helmets and overspeeding, significantly contributes to on-road fatalities within the 18- to 30-year-old age group.
BGMI partners with Bengaluru Traffic Police, led by Schbang and Sahil Sardana of Monday Ventures, to promote safe driving. The initiative stresses wearing BIS-approved helmets for rider protection and road safety awareness.
Each billboard links game scenarios to traffic safety in various ways: one focuses on helmet safety, another highlights the risks of speeding, and a third emphasizes the finality of accidents in real life compared to video games.
“We’re thrilled to bring in-game moments to real-life by collaborating with Bengaluru City Traffic Police. This was an ideal opportunity to connect with our audience, and make a significant impact off-screen, transforming our iconic Lone Survivor, the Level 3-helmet guy, now a symbol of road safety for all;” says Srinjoy Das, Associate Director, Marketing.
This campaign utilizes BGMI’s influence to promote safer driving practices, reduce traffic accidents, and engage the community in a fun, interactive manner to ensure each journey is thrilling and safe.
Sushant Vithaldas, Head Business Operations – Bangalore, Schbang expressed, “This campaign aims to engage our consumers with the very important message that risks should be taken only within a game, but not in real-life. BGMI being one of the most popular games, we chose to use the game itself as a language with visual and copy that our audience resonate with across each asset created across digital billboards, in-game billboards and social media platforms, emphasising the importance of applying protective measures from BGMI to real-life situations for enhanced safety. This approach aims to increase recall and relatability, effectively driving home the message of road safety and highlighting that in real life, there’s no second chance to revive.”
