{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"PR LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DDB MUDRA GROUP, MUMBAI","is_link":false},{"keyword":"TITLE","content":"THE GREAT IN-GAME WEDDING","is_link":false},{"keyword":"BRAND","content":"BATTLEGROUNDS MOBILE INDIA","is_link":false},{"keyword":"ADVERTISER","content":"KRAFTON INC.","is_link":false},{"keyword":"AGENCY","content":"DDB MUDRA GROUP, MUMBAI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"BOMBAY FILM COMPANY, MUMBAI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Battlegrounds Mobile India – popularly known as BGMI is one of India’s leading Mobile games with an active and fameworthy community of 200 million gamers. It is an online multiplayer battle royale game and was launched in 2021by Krafton, a South Korean video game publisher. Since its launch, it’s turned into a cultural phenomenon, shaping conversations and connections. Infact, there are gamers who owe their fame and fortune to BGMI – crediting the game for expanding gaming as a legit pathway to growth.\r\n
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But while gamers credit BGMI with personal, professional and emotional growth, the non-gamer community carry \r\nan archaic view of gaming overall and BGMI specifically. From government stakeholders to authority figures in society (parents, teachers, community leaders), they all believe that online games are violent, addictive and create isolated individuals. This view is based in bias and rarely derived from actual experience of the game, and yet it has had an adverse impact on the game’s social acceptance.\r\n
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The lack of social acceptance often leads to ridicule and judgement for gamers. So, despite the global gamer community growing strength to strength and influencing pop culture conversations, India’s gamer community find themselves forced into their own echo chambers – not being allowed to advocate themselves or celebrate their love for BGMI openly. Forcing the gamers into silence, even as the gamer community grows in numbers. \r\n
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BGMI needed to champion the true value of gaming – giving gamers the ammunition to show why they game. \r\n
","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"We needed to change the public perception of BGMI. But really the big question was how do we get non-gamers to check out a game that they already didn’t like. So, we needed an idea that showcased the cultural force of BGMI.\r\n
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We invited India to something all Indians love. A great Indian Wedding. After a long search, we found Jaspreet and Tanupreet, a couple from the small Indian town of Meerut. Jaspreet and Tanupreet (Or OnFireXVeronica and OnFireXHades), met in the game, got to know each other in the game and fell in love in the game. And gamers and non-gamers showed up in hordes to celebrate the first BGMI couple to get married in BGMI. \r\n
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The idea was centered on a simple truth. Gamers know the value of the game and experience real-life impact on \r\nthe daily. Infact connections made online were turning into lifetime partnerships offline.\r\n
","is_link":false},{"keyword":"STRATEGY","content":"Discovering that online connections were turning into lifelong partnerships, was an opportunity to show BGMI’s cultural impact. Because India is in love with love – whether you’re gamer or a non-gamer. It fuels our collective imaginations. India’s two national obsessions, Bollywood and Cricket, find virality when love is celebrated. We cheer every time Shahrukh Khan woos his lady-love. We collectively sigh when Virat Kohli, a cricketing legend waves at his wife Anushka, his wife, in the middle of a game. Even the pandemic didn’t press pause on weddings! With guests joining virtually on Zoom and even the metaverse to attend weddings.\r\n
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Thus, a wedding became the perfect opportunity to invite non-gamers to experience BGMI, a game they often opposed. It was also a chance to reinforce for gamers that BGMI is more than just a high score; it's a phenomenon that shapes lives, relationships, and memories in the best possible ways.\r\n
","is_link":false},{"keyword":"EXECUTION","content":"In India, every wedding is a celebration that plays out over days. Multiple days signify different rituals and have symbolic value. We created custom wedding spaces in BGMI by blending Indian wedding design and BGMI’s game design. The wedding was hosted on a custom server where the bride, groom and guests used in-game features, emotes and voice channels to interact. \r\n
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We got Ritu Beri, India’s iconic fashion designer, to make the wedding outfits. Benny Dayal, to serenade the couple with his most famous love songs. Invitations were sent out to those who love love. Like Karan Johar – the director of India’s iconic love stories, and Tanmay Bhat, a pop-culture phenomenon. Invites went out to gamers, game-enthusiasts and non-gamers alike. And the wedding invite was inspired by the BGMI loot crate and gave iconic BGMI elements like the pan, helmet, med-pack, grenade and others, an Indian makeover.\r\n
","is_link":false},{"keyword":"RESULT","content":"20 million+ views for Great In-Game Wedding, making it the highest viewed wedding video - competing with \r\nthe wedding videos of India’s Bollywood superstars.\r\n
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12% increase in time-spent because of new users, over and above BGMI’s 200 million users. \r\n
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11% increase in usage of Synergy, an in-game feature that signals the bonding between players. It increases when you play together, send gifts, or interact frequently in the game. \r\n
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945,455 gamers chose to share a Love Connection on Wedding Day via Synergy. This is the highest level of in-game bonding, showing deep loyalty and dedication between two players. \r\n
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2X engagement as compared to any other BGMI event. \r\n
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69% of non-gamers associated the game with love in a post event survey.\r\n
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24% increase in overall positive sentiment \r\n
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127% increase in search for BGMI Pan-India – showing that non-gamer curiosity had been sparked.\r\n
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174 Million in Earned media value \r\n
","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"India’s love for love is seeped in its culture. From mythology to modern storytelling, love has shaped our society and our social rituals. Wedding plays a big role in getting communities together. While a wedding symbolizes the bonding of two individuals and their families, in India that bonding extends to guests as well. A wedding invitation carries deep meaning and guests show up as a mark of respect to the families involved. It’s a moment of celebration for \r\nthe community, not just the couple. Even the pandemic didn’t press pause on weddings! With guests joining virtually on Zoom and even the metaverse to attend weddings. Thus, a wedding between two gamers was perfect to extend \r\nan invitation to non-gamers. An invitation to experience BGMI and see for themselves how it impacts real lives in real ways.\r\n
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","is_link":false},{"keyword":"URL 1","content":"https:\/\/youtu.be\/VCYwKFk5-qU?feature=shared","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.instagram.com\/p\/DISwK5MBX8p\/","is_link":true}],"files2":[{"name":"LRPR_001.mp4","type":"mp4"},{"name":"LRPR_001_DI01L.jpg","type":"jpg"}],"count":2}