Battlegrounds Mobile India (BGMI) has released its first ad film in Malayalam. The ad, a tribute to the iconic "Pennukanal" scene from the cult classic movie Sandesham, has taken the internet by storm, becoming the most viral gaming ad globally.
Directed by Anoop Sathyan, son of the original film's director Sathyan Anthikad, and starring Dhyan Sreenivasan in the role originally portrayed by his father, legendary actor Sreenivasan, the ad not only meticulously recreates the original set and shots but also adds a new layer of emotion especially for the vast majority of people who are familiar with Sandesham. This unique collaboration bridges generations and brings a beloved cinematic moment into the digital age, resonating deeply with audiences.
The ad film, created by Maitri Advertising, Kochi for Krafton India (the company behind BGMI), has achieved staggering organic reach. Garnering over 50 million views (and counting) and hundreds of thousands of comments across platforms, its virality is unmatched in the gaming industry. The cumulative reshares on Instagram alone have surpassed 300K, with widespread sharing on YouTube, Telegram, WhatsApp, and various personal pages driving its momentum further.
Trending at #34 on YouTube India, the ad not only captivated the target audience in Kerala but also intrigued national and international viewers with its cultural homage. The extensive sharing, including video file downloads circulated in WhatsApp groups and Telegram channels, has revitalised old squad groups and created a buzz reminiscent of viral content phenomenons.
This ad film's success is a testament to the power of nostalgia combined with modern storytelling. Maitri Advertising, the only independent agency to win the Grand Prix at the 2024 ABBY’S, the highest honour in the Indian advertising industry, has outdone itself, creating a piece that transcends cultural and linguistic barriers.
"BGMI was already making waves among the Malayalam audience, so when we read the script, we knew it would be an instant classic. Maitri did an incredible job right from concept, to an incredible cast, and flawless execution. Our phones have been buzzing non-stop from the incredible love we have gotten from our friends in Kerala who loved Kottappalli Prabhakaran 2.0, and right from customised voice packs in Malayalam to more regional content, we can't want wait to reveal more we have in store for everyone," said Srinjoy Das, Associate Director and Lead, Marketing, Krafton India.
"When Krafton approached us, we realised that what they needed wasn't an ad - it was a cultural moment, so that's what we set out to create. What we finally made wasn't an advertising film in any sense, but something that has become inextricably linked with the original piece of pop culture. We knew that the audience was extremely dialled-in, so we stuffed the film full of BGMI references that fans would love, to ensure multiple rewatches. We had the complete backing of the team at Krafton, which allowed us to make unconventional creative choices when it came to casting and direction," shared Francis Thomas, Group Creative Director, Maitri Advertising Works.