Ad of the day: Krafton India’s ‘Hai Thoda Time, Play Thoda BGMI’

financialexpress.com:

Krafton India’s game, Battleground Mobile India (BGMI), has launched a campaign titled ‘Hai Thoda Time, Play Thoda BGMI.’ Created by 22feet Tribal Worldwide, the campaign highlights how mundane moments in daily life can turn into gaming experiences with BGMI’s Quick Game Modes. Vishnu Srivatsav, creative head, 22feet Tribal Worldwide, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.

What inspired the concept behind this campaign, and how does it resonate with your target audience?

Realising India perceives BGMI as an hour-long game, we found people don’t really have time for a ‘time pass’ that takes an hour. But then insignificant events, like a spilt latte or a delayed train, have a butterfly effect, creating the perfect ‘thoda time’ i.e. those 10-15 mins. for people to enjoy BGMI’s quick game modes.

Can you walk us through the creative process of developing this ad campaign from ideation to execution?

Our starting point for the film was to get the most bizarre situations that can happen to a person. Our objective was to keep the films tight and fun to consume with a re-watch factor, which was achieved because of the nature of the films. So, we stitched these unrelated situations together to form non-linear narratives to show a butterfly effect that leads to a random person gettingthoda time to play BGMI’s quick game modes. Even the music and voiceovers played a major part in resonating with the maximum audience around India.

What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?

We knew that executing these films to the fullest ability was always going to be a challenge