KRAFTON India's BGMI ad tops viral charts, reinforcing regional engagement

KRAFTON India has solidified its dedication to regional inclusivity with a standout campaign for its popular game, BGMI. The latest Malayalam ad, "Kottappalli Prabhakaran 2.0," has set a new benchmark, becoming the most shared brand piece in the history of gaming brands with over 300,000 reshares on Instagram alone.

Celebrating Regional Diversity

In its bid to resonate with gamers across South India, KRAFTON India has launched campaigns in Malayalam, Tamil, Kannada, and Telugu, each meticulously crafted to reflect local culture and cinematic traditions. The Malayalam ad, featuring a reimagining of the iconic “pennukaanal” scene from the classic Malayalam film “Sandesham,” highlights KRAFTON’s commitment to authentic localization. Directed by Anoop Sathyan and starring Dhyan Sreenivasan, this ad exemplifies the blend of heritage and modern gaming culture.

A Viral Phenomenon

The success of the Malayalam ad is unprecedented, not only for BGMI but across the gaming industry globally. Its virality has been fueled by organic user engagement, including memes, user-generated content, and celebrity endorsements, without relying on paid promotions. The ad’s reach has been further amplified through additional platforms such as YouTube, Facebook, and WhatsApp, with extensive coverage by regional news outlets and engagement on social media.

Regional Campaigns Celebrate Local Cinema

Telugu Campaign: Shot in Telangana, this ad pays tribute to Telugu film icons with a dynamic blend of familiar dialogue and action scenes from “Pushpa.” It underscores the powerful connection between Telugu cinema and BGMI’s immersive gaming experience.
Kannada Campaign: Capturing the essence of Karnataka, this campaign features local nuances and iconic locations, reflecting the vibrant culture of Kannada cinema and its integration into BGMI.

Tamil Campaign: Tamil gamers are treated to a nostalgic journey through settings reminiscent of popular films like “Maari” and “Pokkiri,” seamlessly blending the excitement of Tamil action and comedy with the BGMI experience.
Expanding Engagement Beyond Digital

KRAFTON India is also bringing the viral Malayalam ad to cinema screens across Kerala, enhancing the ad’s reach through traditional media. The campaign is further supported by regional content creators producing BGMI-related content, thus enriching the brand’s presence both online and offline.

With this multi-faceted approach, KRAFTON India continues to build a strong, culturally connected community of gamers, reflecting its commitment to celebrating and integrating regional diversity into the BGMI experience.