Jungle's 'Jiggle Wiggle' campaign showcases fusion of Indian culture and gaming in BGMI integration

Jungle has unveiled their latest campaign – ‘The Jiggle Wiggle Campaign’ - for Battlegrounds Mobile India (BGMI), showcasing how the popular battle royale game has seamlessly integrated into Indian culture.

Crafted around gamer “Babubhai” who captured the nation’s imagination with his signature move, the Jiggle Wiggle, this campaign is derived from conversations within the community itself, and shows the impact the BGMI community has on India’s cultural fabric.

Starting from the birth of the trend within the game, the campaign illustrates how the Jiggle Wiggle move, catalysed by social media and word-of-mouth, rapidly snowballs into a matter of national interest – uniting gamers, rappers, dancers, sportspeople, and marketers alike.

The campaign, conceptualised and produced by Jungle in association with Krafton India’s internal team uses a 360-degree approach that incorporates diverse elements, seamlessly integrating Jiggle Wiggle into various facets of the BGMI world, culminating in an actual in-game event spectacle. It has been rolled out in two distinct phases.

Srinjoy Das, Associate Director of Marketing, Krafton India, said, "Because of its vast reach, one of the coolest things we have noticed about BGMI is how our fans form their own sub-cultures within the game, which go on to become memes and trends. The iconic "De Jiggle" move which was coined by a then small-time creator Raj who also features in the ad, went on to become a cult esports tactic, followed by a meme and then a nationwide sensation. This campaign is a small tribute to that while it also helps us test the warmth of this pop culture trend and we can’t wait to see how our fans react when they figure out this delightfully fictional take on the iconic Jiggle.”

Gaurav Banerjee, Creative Head, Jungle, said, “Storytelling is only powerful when it comes from within a community, and it was an incredible experience working with Krafton to craft this film. The sheer passion that exists within the gaming community, as well as Krafton’s involvement with the BGMI community to try and find ways to connect more deeply with them – all of this has led to a film which is both true to the game as well as the world of trends we currently live in. It was an absolutely amazing experience to craft this film with Krafton.”

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