DDB Mudra’s “Game Responsibly” campaign for BATTLEGROUNDS MOBILE INDIA (BGMI) won the Bronze Lion at the Cannes Lions Awards 2022, marking a first for Indian gaming. The ground-breaking campaign by KRAFTON, Inc., conceptualised by DDB Mudra, addressed difficulties with continuous gaming while reintroducing in-game safeguards developed by BGMI.
The Cannes Lions Awards, widely regarded as the gold standard for creative achievement, honour creativity across disciplines with specialised prizes. With more than 100 million registered users, this game is a favourite among players, and DDB Mudra and KRAFTON, Inc.’s campaign aimed to raise player awareness of the need to develop safe gaming behaviours.
The campaign received a Grand Prix at the Spikes Asia Awards, which was followed by two golds, a silver, and three bronzes. The movie afterwards went on to win a Gold and a Bronze Lotus at Adfest 2022, three Golds and a Silver at the ABBY’s, a Graphite Pencil and three Wood Pencils at D&AD, seven Blue Elephants and ten Baby Elephants at Kyoorius, as well as a Graphite Pencil and a Wood Pencil at D&AD. The film received four shortlist nominations and was awarded a Bronze Lion in the Film category at the Cannes Lions International Festival of Creativity, which was the cherry on top.
Rahul Mathew, Chief Creative Officer, DDB Mudra Group, commented on the movie’s outstanding success at award ceremonies, saying, “Film isn’t typically the medium that we’re recognised for as a country. Therefore, it is a great honour for all of us to have a film that has been praised on every stage in the world.
The advertising movie uses the recognisable gameplay sounds from BGMI as a metaphor for binge gaming, with the protagonist seen repeatedly imitating the sounds. The measures included by BGMI to prevent ongoing gaming, such as OTP authentication for minors and daily in-game spending limitations, are driven home with humour. Parental control tools are used to address the issue of excessive gaming in a way that is natural to the story and relatable to a wide range of viewers.
The campaign for playing responsibly not only addresses gamers but also their friends and parents. The campaign shows that there are easy fixes for an obsession that could otherwise have negative long-term impacts by educating all three groups.
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