National | 27 November 2023: 22feet Tribal Worldwide has unveiled their new campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), KRAFTON India’s popular battle royal game, titled ‘Wear Your Cred’. The innovative campaign film is the first time Krafton India dives into the iconic novelty that comes with BGMI’s Royale Pass, inviting players to break away from the default gaming experience and embrace a world where unique in-game elements like emotes, parachutes and outfits clearly separates them from everyone else.
In the gaming world, being ‘default’ means settling for the basics, and blending in with the crowd. Wear Your Cred aims to make the Royale Pass mainstream in the gaming culture and highlight its benefits for existing BGMI players in building an elevated identity and casual gamers looking for incentives and exclusive content to dress up for the occasion as they hunt down their chicken dinners.
The film conveys how the Royale Pass lets players gain recognition and respect for their unique achievements by donning the various skins. Each player’s presence alone will command respect, perhaps even instilling a sense of awe, when they wear their cred.
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 out-fit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognize 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 contest, and in-game promotions. BGMI has also collaborated with the KOLs to create conversation within the gaming community.
Credits:
Brand: KRAFTON India, BATTLEGROUNDS MOBILE INDIA
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: Abhinav Pratiman
Producer: Amarjeet Phukan
