The subsidiary of the Mumbai-based agency Kulfi Collective, Supari Studios has teamed up with one of the most globally acclaimed video game developers, Krafton. Through this collaboration, the Indian unit will work with the South Korean media giant to develop digital campaigns for its Indian version of PUBG, Battlegrounds Mobile India (BGMI).
In this collaboration, Supari Studious conceptualized two creative and unique advertisements showcasing the freedom that people would feel while playing the multiplayer battle royale game. The first campaign highlighted the judgments faced by common people in daily livelihood and advanced the spirit of the gaming world inside BGMI that will accept them without any discrimination. The second advertisement shed light on the pretentious character that people hold in the formal setups and compared it to the raw original self that the game ignites within gamers.
Parikshit Vivekanand, the Creative Director at Supari Studios gave his insights on the collaboration and said, “Through the two films, we aimed to show that there exists a gamer within everyone, and BGMI is the perfect destination to discover that calling. While the first film attempts to desensitise the stereotypes existing in the gaming community, the second one explores the duality in the lives of gamers when they unleash their true self in BGMI versus their behaviour in a formal setting.”
Mitali Sharma, Vice President of Content Development at Supari Studios, also put forth her comments on this partnership and said, “Gaming gives people an opportunity to be true to themselves. Moreover, it offers a sense of belonging by allowing them to bond with friends or family. Keeping this in mind, the films we developed for Krafton, aimed to present BGMI as a platform having no qualms about who the player is—anyone can sign up, start playing and genuinely be themselves.”
Advait Gupt, the Co-Founder and Chief Executive Officer of Kulfi Collective, also commented on this association and said, “We’re thrilled to have collaborated with Krafton for this campaign. The gaming ecosystem is growing exponentially in India, and BGMI and its awesome community of mobile gamers lie at the center of this growth. BGMI as a game is shaping culture as we know it, and through this campaign, we were keen to craft a distinct voice for the brand by celebrating the passion and uniqueness of its community. We’re just scratching the surface with the gaming universe and are excited to tell many more stories in this space in the coming months.”