TV ad: Battleground Mobile India: Game Responsibly

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Top 6: December 8th 2021

Krafton, the South Korean video game developer of Battlegrounds Mobile India (BGMI), hopes to build a safe and healthy gaming culture through its new campaign via DDB Mudra Mumbai, titled 'Game Responsibly'. This humorous campaign addresses the issue of addictive and obsessive gaming and its impact on family and friends around you. Online gaming is meant to be fun and entertaining. Over the past year, it became a virtual social gathering and a collective activity that everyone could enjoy safely from their homes. However, it also has the potential to become an obsession. BGMI, being a popular game title in India, recognises this problem and wants to foster a safe and healthy gaming space. The challenge, however, was to appeal to a gaming audience that loves to play round the clock. The Game Responsibly campaign not only speaks to gamers but also brings their friends and parents into the conversation. By educating all three audiences, the campaign shows that there are simple solutions for an obsession that may otherwise have serious long-term effects. The newly launched film tackles obsessive gaming with humour while highlighting BGMI’s in-game OTP authentication and spend limit features. The upcoming films address the physical, mental, and social implications of obsessive gaming and showcase the other features that BGMI has built into the game.