tgthr casts influencers in a new light via new campaign for BGMI’s X-Suit Carnival
tgthr has unveiled their #DontCareToShare campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), India’s most loved battle royale title’s X-Suit Carnival.
X-Suits in BGMI are the epitome of eliteness that come with the ability to alter colours, showcase emotes and special finish messages. The campaign cleverly showcases X-Suits as a sought-after emblem of distinction, making it a must-have for players looking to stand out and make their mark in BGMI.
Most brands use influencers to sell their products. But this is common and regular. So, BGMI and tgthr, for the launch of the X-Suit Carnival, decided to do the opposite. They used influencers like Jonathan and Dynamo to hide the X-Suits so they remain exclusive to the top players.
In the series’ first film, Jonathan takes centre stage as he prepares to face off against invading aliens, motivated by his desire to obtain BGMI’s coveted X-Suits. As tension builds, Jonathan disrupts the shoot with hilarious antics, shouting “Shoot cancel!” at every opportunity.
The second film features Dynamo in an epic battle scene for the X-Suit, only to be interrupted by a call from his mom. Dynamo further adds to the chaos by throwing tantrums and threatening to walk away, setting off a laughter riot. The unexpected twist comes at the film’s conclusion, revealing that Jonathan and Dynamo’s disruptive behaviour was a clever strategy to retain the X-Suits for themselves. This campaign casts influencers in a new light and reveals a disruptive behind-the-camera narrative style.
Srinjoy Das, Associate Director of Marketing, KRAFTON India, said: “The X-Suits are stunning works of digital art in BGMI. One simple search on YouTube and you can see the incredible sense of exclusivity this brings to its owners. That’s it, that sense of exclusivity was the brief of this film, and we arrived at a super funny script, and with 135 million views on Instagram as we speak, we are delighted to see BGMI fans love and share them.”
Aalap Desai, Founder & Chief Creative Officer, tgthr, said: “tgthr believes in maximum impact, a force multiplier. And that can only happen when you put out there a piece of advertising that topples the norm. For me, this campaign is just that. This approach was the weirdest and the bravest of all the ones we proposed to BGMI. We are so glad that the BGMI team stayed true to their brief of being different and clutter-breaking and chose this approach, which was brave but impactful. It was just so much fun to execute every part of this campaign’s funnel, from films to social posts.”
Arjuna Gaur, Director for tgthr Films, adds: “Aliens, space crafts, pre-historic man, and medieval armies. It’s not every day one gets unhinged scripts like this. Every detail was crafted with love, and we used minimal VFX in both films. If you see a UFO burning in the Jungle, then there really was a UFO burning in the jungle. All in all, it was a wonderful experience working with BGMI and tgthr.”
Credits
Agency & Production House: tgthr
Aalap Desai – Chief Creative Officer & Founder, tgthr
Anadi Sah – National Creative Director, Chief Innovation Officer & Founding Partner, tgthr
Vibhor Yadav – Regional Creative Officer – North and South & Founding Partner, tgthr
Pragati Rana – Regional Creative Officer – West , Head of Originals & Founding Partner, tgthr
Anirudh Venugopal – Sr. Creative Director, Head of Culture & Founding Partner, tgthr.
Rohit Nair – Strategy Consultant
Production
Director: Arjuna Gaur
Producer: Hitank Kedia
D.O.P: Mohammad Javed
DA: Deep Mansukhani
1st AD: Pratyush Negi
2nd AD: Virendra Singh
Line Producer: Umang Agarwal (Angel Sapna Movies LLP)
Production Manager: Pooja Rai
Production: Rajesh Sharma
Production Designer: Ritesh Jadhav
Art Director: Onkar Khot
Assistant Art Director: Khushbu Saif
Art Management Head: Surinder Malhotra
Art Team Head: Karim Shaikh
1st AC: Sudarshan Limbole
Gaffer: Kedarnath Pandey
Lights: Global Lights N Grips
Panther: Cine Grips
Key Grip: Aslam
Focus Puller: Vishal Gupta
Story Board Artist: Yogesh Songare
Casting: Shivam Gupta (Radha Krishna Entertainment)
Costume: Siddhika Hule
Sync Sound: Akhilesh Singh (S.S. Sound)
Dressman: Arif Shaikh
Head Spot: Santosh Paswan
HMU: Karan Singh
Genny: Wajid Khan (R.V. Generator)
Vanity: Sumit Sabharwal (Shree Krishna Enterprises)
DIT: Saddam Hussain
Locations: Suruchi Forest & Vasai Ground
Location Manager: Sohan Goyal (Village Boy Locations)
Accountant: Devendra Amey
Production Car: Vaman Pawar (Tirupati Tours & Travels)
BTS Photographer: Norbert Helke
Action Director: Surendra Sharma
SFX: Ashok Pandey
Post Producer: Tanuja Naik
Associate Post Producer: Gaurav Arora
Offline Editor: Amrit Malkani
Colorist: Andres Delgado
Senior Online Artist: Hiren Shanischara
Conformist: Vivek Shroff
Post Studio: Famous
Music Director: Kaarthic Senthil
Business Head: Nikhil Pednekar
VFX Supervisor: Zeeshan
VFX Producer: Saurabh Lakshakar
VFX Creative Head: Jayant Hadke