In a bid to redefine storytelling for product-led campaigns, tgthr and Battlegrounds Mobiles India (BGMI) have launched the “Kya Lagta Hai?” campaign. The campaign is designed to familiarise BGMI enthusiasts with the game's array of gameplay modes.
Even with BGMI's popularity and vast user base, many players have yet to explore all the modes, including Quick Match Arcade, Gun-game, Domination, Payload, Classic, and Ultimate Arena, to the fullest. This campaign aimed to remind them of this.
As part of this campaign, a series of four new films have been released to help players discover different modes on BGMI. In these films, individuals facing serious and tense situations are surprised by a BGMI player. The player encourages them to download the app and embrace the fun, capturing the craze and excitement for BGMI.
Srinjoy Das, Associate Director and Lead - Marketing, Krafton India, said "The Kya Lagta Hai campaign introduces a new outlook on BGMI's diverse game modes. Our approach with tgthr was to shatter conventions and surprise our fans with a set of quirky films. We hope this film encourages more players to discover the absolutely fresh array of engaging modes available on BGMI and the hilarity that ensues when they invite their friends over for a quick match "
Aalap Desai, CCO and Co-Founder, tgthr, said, "Be it brand love, or user awareness or doing good briefs, our lens at tgthr is the same. We look for an opportunity to see how it can be done differently, how it can be done better, and how it can be done effectively. It doesn’t matter what asset it is; it needs to be interesting. We found the sharp offering in this brief as the strongest talking point and went all out, had a few laughs, and bam! We had a great campaign on our hands. Needless to say, BGMI is an amazing client to work with and a mind-blowing brand to work on."
Client: Battlegrounds Mobile India
Agency and Production House: tgthr
CCO and Co-Founder: Aalap Desai
CEO and Co-Founder: Rahul Vengalil
National Creative Director, Chief Innovation Officer and Founding Partner: Anadi Sah
Regional Creative Officer – North and South & Founding Partner: Vibhor Yadav
Regional Creative Officer – West, Head of Originals and Founding Partner: Pragati Rana
Sr. Creative Director, Head of Culture & Founding Partner: Anirudh Venugopal
Senior VP and Founding Partner: Rohit Varghese
Creative Production Head & Founding Partner: Hitank Kedia
Sr. Creative Director: Arjun VT
Production Team:
Director: Devang Bhavsar
Producer: Hitank Kedia
Director of Photography: Titu Jena
1st AD: Harsh Vardhan Sinha
Line Producer: Umang Agarwal (Angel Sapna Movies LLP)
Art Director: Ritesh Jadhav
Casting: Shivam Gupta (Radha Krishna Entertainment)
Costume Stylist: Yusuf Shaikh
Assistant Stylist: Shrituka Gadgil
Makeup Artist: Sunil Patel
Hair Stylist: Sneha
Chief Accountant: Devendra Amey
BTS & Still Photographer: Deepak Sharma
Offline Editor: Baadal Ramakrishna
Colorist: Rahil Merchant (Adventure Post Studio)
Music Director: Jaydeep Hora
Language Dubs Coordinator: Prashant Nayar
Voice Over Artist: Pulkit Rishi
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