Battlegrounds Mobile India onboards Flux@The Glitch

The agency will create video content and build engagement for the Indian market

Nov 29, 2021 08:17:00 AM | Article | Campaign India Team

Battlegrounds Mobile India (BGMI), the video game developed by KRAFTON, has partnered with Flux@The Glitch, the content wing of The Glitch, a VMLY&R agency. 
 
With this alliance, the creative team at Flux will work together with BGMI to create intriguing, engaging and relatable video content, to showcase the potential of the game. 
 
This partnership will focus on disruption to unleash the full potential of the brand in the Indian market, bringing new players from various demographics across India.
 
Tathagata Ray, creative director at Flux and the creative lead on the account, said, “The gaming universe is growing exponentially in India, rallied by a majority of mobile gaming players like Battlegrounds Mobile India. As an avid gamer myself, I am super elated with an opportunity to grow the Battlegrounds community in India. The industry is yet untapped in India, and the promise is that of category first innovation and content." 
 
Varun Anchan, associate vice president- strategy and business, Flux@The Glitch, added, “More than a game, BGMI is a part of pop culture and we’re more than happy to have it as part of our portfolio. We’ve put together a team of mobile gaming enthusiasts who’d like nothing more than to work on a brand like this. What makes this even more exciting, is where we are at as a country when it comes to gaming. The Y-O-Y growth of the gaming industry as a whole and mobile gaming, in particular, is just tremendous.”