Battleground Mobile India (BGMI), the Indian variant of PUBG Mobile, is gearing up for an exciting collaboration with JUNGLE, a Mumbai-based production house, to create a unique campaign film. The film, titled “Jiggle Wiggle,” aims to bring gaming closer to Indian Pop Culture by showcasing the integration of one of the most popular battle royale games into the fabric of Indian society.
The “Jiggle Wiggle” campaign in BGMI captures the essence of the game and its influence on the Indian youth, as well as its role in shaping trends across the nation. The feature film resonates with the Indie Pop culture, binding everything from urban streets to rural terrains together. It is a result of the collective efforts of popular gamers, celebrities, dancers, and other prominent figures who were cast to create the captivating world of “Jiggle Wiggle.”
The campaign takes a 360-degree approach, strategically teasing the community with different touchpoints before the film’s launch. The character of Babubhai, an enigmatic gamer, has been seamlessly integrated into the game, generating fervent speculation and anticipation among players through easter egg hunts.
The collaboration between JUNGLE and Krafton India has successfully captured the new Indian cultural experience. The campaign incorporates diverse aspects, making “Jiggle Wiggle” a part of the world of Battlegrounds Mobile India. From in-game billboards to the event center and different music tracks, the campaign creates an immersive in-game event spectacle.
The film pays homage to the iconic move “De Jiggle,” which was first coined by Raj, a small-time creator. This move became a cult esports tactic, followed by a meme, and eventually a nationwide sensation. Srinjoy Das, the Associate Director of Marketing at Krafton India, describes the campaign as a tribute to the sub-cultures that form within the game, which then become memes and trends.
Gaurav Banerjee, a Creative Head at JUNGLE, highlights the power of storytelling when it comes from within a community. Crafting the film with Krafton has been an incredible experience, combining the passion of the gaming community with Krafton’s efforts to connect more deeply with players.
The eagerly awaited film will be available on the official YouTube channel of Battlegrounds Mobile India. Stay tuned to Sportskeeda for all BGMI-related updates and news.
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