22feet Tribal Worldwide has introduced a campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), the popular battle royal game from KRAFTON India. The campaign, titled ‘Wear Your Cred’, features a film showcasing BGMI’s Royale Pass. The aim is to encourage players to explore a distinct gaming experience by incorporating unique in-game elements such as emotes, parachutes, and outfits, setting them apart from others.
In the gaming world, being ‘default’ means settling for the basics, and blending in with the crowd. Wear Your Cred aims to make the Royale Pass mainstream in the gaming culture and highlight its benefits for existing BGMI players in building an elevated identity and casual gamers looking for incentives and exclusive content to dress up for the occasion as they hunt down their chicken dinners.
“At this point, the Royale Pass in BGMI has become a massive sub-brand if you look at the sheer volume of YouTube and Instagram content around it. So with the third iteration, the RPA3, we felt it was imperative to showcase the class and awe it generates when you don a RPA final out-fit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognize that they have crossed all 100 levels. It’s a mark of respect, of awe, and above all, a recognition that it’s no longer cool to be default. We hope our fans love this amazing film as much as we loved making it,” Srinjoy Das, associate director of marketing, KRAFTON India, said.
The film conveys how the Royale Pass lets players gain recognition and respect for their unique achievements by donning the various skins. Each player’s presence alone will command respect, perhaps even instilling a sense of awe, when they wear their cred.
“BGMI isn’t just a game, it’s a community. And to announce this edition of the Royale Pass, we wanted to add some serious flex to it. In the machine-gun mouth, we played with an audio disruption, this time we have a visual disruption,” Rahul Mathew, chief creative officer, DDB Mudra Group, said.
‘Wear Your Cred’ will be amplified across the gaming community through social channels, videos that showcased RPA3 assets using CGI, trending reels content, gamified contests, and in-game promotions. BGMI has also collaborated with the KOLs to create conversation within the gaming community.