The campaign film features popular gamers along with other celebrities
The campaign’s 360-degree approach integrates ‘Jiggle Wiggle’ into various facets of the BGMI world such as billboards within the game, event center and music tracks, culminating in an in-game event spectacle
New Delhi, 12 January: JUNGLE has unveiled their new campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), showcasing how the popular battle royale game has seamlessly integrated into Indian culture. Crafted around an enigmatic gamer “Babubhai” who captures the nation’s imagination with his signature move, the Jiggle Wiggle, this campaign charts out the lifecycle of a trend. Starting from the birth of the trend within the game, the film shows how the Jiggle Wiggle move, catalysed by social media and word-of-mouth, rapidly snowballs into a matter of national interest – uniting gamers, rappers, dancers, sportspeople, and marketers alike.
“Jiggle Wiggle” is a celebration of BGMI’s cultural resonance, exploring its profound impact on Indian cultural trends. From urban streets to rural landscapes, this captivating film encapsulates the essence of BGMI’s influence, spotlighting its role in shaping trends across the spectrum of Indian Pop Culture—be it Dance, Music, or Sports. With an extensive cast featuring popular gamers along with celebrities, dancers, and other prominent faces, “Jiggle Wiggle” unveils the captivating fusion of gaming and culture.
The campaign, conceptualized and produced by JUNGLE in association with KRAFTON India , captures the varied tapestry of the new Indian cultural experience, with tongue firmly in cheek throughout the film. It is a 220 second content piece – an ode to India and the many Indias within taking viewers on an electrifying journey through the interplay between BGMI and Indian pop culture.
This campaign utilizes an array of touchpoints, strategically teasing and engaging audiences long before the launch of the campaign film. The character of Babubhai was seeded seamlessly into everyday BGMI conversations inside the game as well as outside. From in-game integrations to social media easter egg hunt, Babubhai has been generating fervent speculations and anticipation among the community. Over the past few days, Babubhai has been taking over major gamers in the country and India’s biggest game, thus leading to an intriguing build up to the film launch. The campaign’s 360-degree approach incorporates diverse elements, seamlessly integrating Jiggle Wiggle into various facets of the BGMI world, from billboards within the game to event center and music tracks, culminating in an actual in-game event spectacle.
Speaking about the campaign, Srinjoy Das, Associate Director of Marketing, KRAFTON India, said “Because of it’s vast reach, one of the coolest things we have noticed about BGMI is how our fans form their own sub-cultures within the game, which goes on to become memes and trends. The iconic “De Jiggle” move which was coined by a then small-time creator Raj who also features in the ad, went on to become a cult esports tactic, followed by a meme and then a nationwide sensation. This campaign is a small tribute to that while it also helps us test the warmth of this pop culture trend and we cant wait to see how our fans react when they figure out this delightfully fictional take on the iconic Jiggle”
Talking about the film, Gaurav Banerjee, Creative Head at JUNGLE said, “Storytelling is only powerful when it comes from within a community, and it was an incredible experience working with KRAFTON to craft this film. The sheer passion that exists within the gaming community, as well as KRAFTON’s involvement with the BGMI community to try and find ways to connect more deeply with them – all of this has led to a film which is both true to the game as well as the world of trends we currently live in. It was an absolutely amazing experience to craft this film with KRAFTON.”
The campaign film can be viewed here – https://www.youtube.com/watch?v=Uei6haFkP1Y