Battlegrounds Mobile India (BGMI) has unveiled their latest campaign ‘The Jiggle Wiggle Campaign’. As per the company, the campaign showcases how the battle royale game has integrated into Indian culture.
Additionally, the campaign is crafted around a gamer ‘Babubhai’ who captured the nation’s imagination with his signature move, the Jiggle Wiggle. The campaign is derived from conversations within the community itself, and shows the impact the BGMI community has on India’s cultural fabric.
Talking about the campaign, Srinjoy Das, associate director of marketing, KRAFTON India, said “Because of its 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 go 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.”
The campaign is conceptualised and produced by JUNGLE in association with KRAFTON India’s internal team.
Moreover, the campaign illustrates 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.
“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 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,” Gaurav Banerjee, creative head, JUNGLE, added.