The One Show
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Category
Casting
Annual ID
OS22_MI136M
About the Work
Battlegrounds Mobile India (BGMI) – a popular mobile video game in India – recognised the problem of excessive gaming among players. Driven by the need to foster a safe and healthy gaming environment, the Game Responsibly campaign tackles the problem of obsessive gaming in a light-hearted manner. And it does so by speaking not only to gamers, but also their friends and family.
The film uses the incessant and iconic sounds of BGMI as a metaphor for excessive gaming; this is shown by the protagonist mimicking the sounds orally. Humour is employed to drive home the features introduced by BGMI to combat gaming addiction, including OTP authentication for minors and limits on daily in-game spending.
The film organically embeds the problem of over-gaming and its subsequent solution (offered by the new features of BGMI) into a relatable and non-preachy narrative. It is an unexpected take on a pressing issue.
The film uses the incessant and iconic sounds of BGMI as a metaphor for excessive gaming; this is shown by the protagonist mimicking the sounds orally. Humour is employed to drive home the features introduced by BGMI to combat gaming addiction, including OTP authentication for minors and limits on daily in-game spending.
The film organically embeds the problem of over-gaming and its subsequent solution (offered by the new features of BGMI) into a relatable and non-preachy narrative. It is an unexpected take on a pressing issue.
2022 Awards
Total Points: 3
Merit
Credits
Agency
DDB Mudra Group / Mumbai
Production Company
Early Man Film Pvt Ltd / Mumbai
Chief Creative Officer
Rahul Mathew
Composer
Kenneth Basumatary
Director
Abhinav Pratiman
Director of Photography
Yash Khanna
Editor
Shiv Panicker
Executive Producer
Anand Menon
Producer
Amarjeet Phukan
Sound Designer
Tilak Goswami
Strategist
Sukshita Singh
Associate Creative Director
Neha Sathe
Sudhira Mendon
Casting Director
Bhavna Attri
Sumit Attri
Senior Art Director
Murugaiya Gokul
Senior Creative Director
Sooraj Pillai
Strategy Director
Netra Ramachandran
Costume Stylist
Tanya Oak
Production Designer
Shruti Gupte
Regional Creative Head - Advertising & Digital
Vishnu Srivatsav
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