In a dynamic move to reshape the gaming landscape in India, Battlegrounds Mobile India (BGMI), in collaboration with Enormous Brands, has launched the innovative ‘Seriously Fun’ campaign.
This new initiative aims to redefine BGMI as a premium, inclusive platform for gamers of all types while highlighting the serious dedication that gaming enthusiasts have for their craft.
The ‘Seriously Fun’ campaign is designed to elevate the perception of BGMI from just a mobile game to a cultural movement in India. Gaming in the country has rapidly evolved, transitioning from casual entertainment to a serious pursuit for millions of players. BGMI, developed by Krafton, has tapped into this sentiment, recognizing that in a country where competition is part of daily life, gaming has become a vibrant cultural norm.
The campaign’s core message, captured in the tagline ‘Find Their Vibe’, emphasizes that gaming isn’t simply a hobby—it’s a lifestyle for true enthusiasts. It celebrates the growing community of gamers who take their passion seriously and integrate it into their everyday routines. The ‘Seriously Fun’ concept taps into this idea, making a bold statement that Indian gamers view their gaming experience not just as a form of fun, but as a pursuit of excellence and enjoyment.
To bring this vision to life, the campaign introduces a compelling ad film that showcases how BGMI resonates with Indian gamers across the country. The film captures the diversity of India’s gaming community, highlighting players from different regions—from the North to the South. This diversity emphasizes that no matter where you are in India, gaming with BGMI has become an integral part of people’s lives.
With familiar in-game terms and elements seamlessly integrated into the narrative, the ad film fosters a strong connection with its target audience. The focus on gaming’s relevance to everyday life, coupled with relatable moments from players’ experiences, builds on BGMI’s mission to reinforce the idea that gaming is more than just entertainment—it’s a deeply immersive part of Indian culture.
Celebrating Diverse Gamers
The ‘Seriously Fun’ campaign is more than just an advertisement; it’s a celebration of the gaming spirit that transcends age, region, and background. As Ankit Pathak, Senior Creative Director at Enormous Brands, points out, the goal of the campaign was to create a narrative that feels authentic to India’s diverse gaming community. By showcasing the passion and energy of gamers across the nation, the film aims to position BGMI as the go-to platform for anyone looking to enjoy serious gaming experiences in an inclusive and welcoming space.
To amplify the impact of the campaign, the ad film is being promoted through various digital platforms, with content tailored to social media audiences. Engaging posts, stories, and community challenges will bring the campaign’s message directly to gamers, further embedding BGMI into the daily lives of its players. This digital strategy will help extend BGMI’s influence, ensuring that it is seen as a premium, inclusive brand that resonates with every gamer, regardless of where they come from.
Srinjoy Das, Associate Director of Marketing at Krafton India, emphasized that as BGMI continues to grow, it has become more than just a game—it’s a symbol of India’s evolving gaming culture. The ‘Seriously Fun’ campaign is a reflection of this evolution, capturing the passion, dedication, and community spirit of BGMI’s players.
With BGMI poised to continue its growth as a cultural phenomenon in India, the ‘Find Their Vibe’ campaign marks an exciting new chapter for the brand. By showcasing gaming as an essential part of daily life and a serious pursuit for enthusiasts, BGMI is set to further cement its position as a premium, inclusive platform for gamers across India.
