KRAFTON India is committed to catering to the unique interests and passion of gamers across the country and fostering regional inclusivity. In line with this commitment, KRAFTON is strengthening its focus on South India with campaigns in Malayalam, Tamil, Kannada, and Telugu languages, delivering tailor-made experiences that speak directly to the heart of every gamer. As a part of this engagement, its recent BGMI campaign in Malayalam became the most viral brand piece for any Gaming company in the World.
India’s Beloved Game Embracing Local Flavors
Being India’s beloved battle royale game means living and breathing the diverse cultures across the country. Reflecting BGMI's commitment to inclusivity, KRAFTON India is making a bold move away from generic dubbed advertisements by collaborating with local agencies, celebrities, and talent. Each film is crafted with insights drawn from the very soil of the south, ensuring that every gamer in South India feels seen and celebrated. The campaign is a concrete effort towards genuine localisation, tuning into the pulse of gamers, shot in the respective states and delivering experiences that are made just for the regional audiences.
The new campaigns pay homage to the cinematic moments and pop culture icons that define this beautiful region, bringing smiles and nods of recognition to our gamers.
Iconic Cinematic Moments Reimagined in the BGMI world
The Malayalam film relives iconic “pennukaanal” scene from the beloved Malayalam movie “Sandesham”, reimagined within the thrilling battlegrounds of BGMI. Featuring Dhyan Sreenivasan, the son of the original movie actor - Sreenivasan, and directed by Anoop Sathyan, the son of the original director- Sathyan Anthikad, this ad encapsulates the spirit of the next generation. This collaboration not only honors the legacy of the original film but also showcases the timeless appeal and evolving nature of storytelling through the dynamic world of BGMI. The ad was created following in-depth research into what captivates Keralites and zeroing in on their passion for legendary cult classic movies.
In an unprecedented success, this piece has achieved remarkable virality, becoming the most shared brand piece not just for BGMI but for any gaming brand ever. The ad has garnered over 300,000 cumulative reshares coming from Instagram alone. Spillage through YT, Facebook and WhatsApp numbers are even better. This organic spread, driven by user-generated content, memes, and celebrity endorsements without any paid promotions, underscores the ad's massive appeal. The campaign has also been featured in major regional news outlets and has sparked extensive engagement across social media platforms, including Reddit.
Fully shot in Telangana, the Telugu film serves up a homely scene with a twist of action, paying homage to blockbuster Telugu flicks. Featuring the famous dialogue "Evvarra Manaalni Aapedhi" by Pawan Kalyan and the popular action sequences from the blockbuster movie “Pushpa”, this ad reimagines these unforgettable scenes through the immersive world of BGMI. This collaboration celebrates the enduring impact of Telugu films while highlighting the dynamic and engaging experiences BGMI offers to its fans
The 'Psych BGMI Power' campaign showcases BGMI's journey across the length and breadth of Karnataka, tapping into local nuances, iconic places, and relatable insights. Developed in Karnataka, from the hustle and bustle of Bengaluru traffic police to everyday moments familiar to every Kannadiga, this campaign reflects the essence of Kannada culture with a tune that resonates with Kannada movies
Meanwhile, Tamil gamers can experience a blast from the past as they are transported to familiar settings reminiscent of popular Tamil films like "Maari," "Gilli," and "Pokkiri,". The ad encapsulates the essence of these action-packed, comedy-filled thrillers, all seamlessly woven into the BGMI experience, evoking nostalgia and excitement
Furthermore, KRAFTON India is extending its reach beyond the digital realm to drive deeper engagement and affinity among its audience. The viral Malayalam ad for BGMI is being showcased across cinema theatres throughout Kerala, bringing the excitement of the game to the big screen. These traditional mediums are being transformed into user-generated content as the community shares and celebrates these innovative ads across digital platforms.
Prominent regional content creators are also contributing by producing BGMI-related reels in their unique styles, beautifully integrating the brand into their content. This multi-channel approach not only amplifies BGMI's presence but also fosters a vibrant, engaged community both online and offline.
