Battlegrounds Mobile India (PUB-G worldwide) is an extremely popular game amongst the youth. But unfortunately all that popularity was also perceived as notoriety among a different set of stakeholders, namely the parents.

Battlegrounds Mobile India had to address these perceptions both in terms of action and communication.

They brought change by introducing a 3 hour gaming limit that requires a one time password from a parent to continue.

But we ran the risk of making the game seem restrictive and pedantic. So the communication needed to be as entertaining as it's informative. And we found that sweet spot in humour.

Battlegrounds Mobile India (BGMI) is game that went from a popular pastime to being seen as a social menace. As gaming culture grew, so did negative perceptions of gamers: as social recluses overindulging in their vice. Unfortunately, this reputation was warranted. With unhealthy gaming practices increasing, there emerged a clear need for intervention. Identifying this issue, we wanted to revolutionize behaviours - and the conversation - around gaming. 

Gaming as a category has been plagued with ghastly and scary stories of addiction. And these stories had started turning parents against gaming. BGMI (known as PUB-G worldwide) for its immense popularity stood to face a lot of negative PR.

BGMI recognised this problem and took measures to foster a safe and healthy gaming space.

Obsessive gamers are playing anywhere and everywhere; when they're alone or with their family. Albeit unknowingly, they disrupt the family dynamics and togetherness. Which in India, is a big reason why parents start taking a position against gaming.

The film tells the story of the long suffering family of a gamer. We see all the tribulations they're put through relentlessly. And finally the brand puts the family out of their long suffering by putting the control in their hands through interventions like 3 hours gaming limit and One Time Password.

But parental interventions ran the threat of it becoming uncool for the gaming community. So we needed an execution that's as much fun as it's informative. So we created a unique sound design of beatboxing gaming sounds and used humour as a tonality to make it fun for all.

The film was launched on YouTube and select television channels in November, 2021 and was supported by two other films talking to the gamers and the government.

It was also amplified through in-game messaging guiding gamers to the film. And also targetted the parents of gamers through various forums.

The film quickly went viral, garnering more than a million views in the first three days and over 12 million in the three months that it has been up. It also showed a very high degree of engagement and positive response from the stakeholders and the gamers themselves. We not only dispelled fears, but also won 4M+ parental allies and garnered a 85% shift in brand's positive perception. 

Gaming as a category has been plagued with ghastly and scary stories of addiction. And these stories had started turning parents against gaming. BGMI (known as PUB-G worldwide) for its immense popularity stood to face a lot of negative PR.

BGMI recognised this problem and took measures to foster a safe and healthy gaming space.