Battlegrounds Mobile India has rolled out a campaign titled ‘Game Responsibly’.
Conceptualised by DDB Mudra, the film highlights the addictive nature of obsessive online gaming and its detriments. It aims to position the brand as a healthy gaming environment. It shows a young boy who is obsessed with mobile gaming. The boy is shown imitating gaming sound effects all day across different situations. Tired of his obsessive nature, his mother gives her phone to the boy to play. The film ends by showcasing Battleground's OTP authentication for minors and time limit features.
Wooyol Lim, head, Battlegrounds mobile division, Krafton, said, “We care deeply for our gamers, hence we acted. These changes have been made to ensure responsible gaming practices are adopted by gaming enthusiasts, especially minors. It also asserts the integrity and fairness of our business practices of putting the community first. Yes, we aim to offer our best entertainment and experiences to our gamers, but at the same time mental and physical health of our players remains one of our top priorities.”
Vishnu Srivatsav, creative head - South, DDB Mudra, added, “When it comes to a conversation on responsible gaming, there’s no real benefit in talking down. People don’t like to be preached to. So, we took a lighter, more relatable approach. And we brought everyone into the conversation: gamers, their families, and their friends. The films are unexpected and fun, but always human.”
Creative: Rahul Mathew, Vishnu Srivatsav, Sooraj Pillai, Neha Sathe, Murugaiya Gokul, Sudhira Mendon
Business: Shikha Davessar, Sheenu Gaur, Sanjana Chetan
Strategy: Netra Ramachandran, Sukshita Singh