Mumbai: South Korean video game company Krafton has partnered with Saatchi & Saatchi Propagate to launch its new IP 'Battlegrounds Mobile India'.

The agency conceptualised and produced two TVCs - a launch film on #IndiaKaGame and another one on the core theme of friendship made in the game - both directed by Siva Romero Iyer. The launch campaign will be promoted across digital platforms.

The campaign captures the ‘Made in India’ nuances like friendships that are made and strengthened while gaming, the spirit of competition, and the idiosyncrasies of the Indian gamer. All these themes integrated together to create a game made just for India and will be ‘India Ka Battlegrounds’, the agency said in a statement on Wednesday.

Sharing his views on the launch, Saatchi & Saatchi Propagate's COO Charles Victor said, “Who wouldn’t be excited with the opportunity to partner with Krafton? Firstly, because we were going to launch India’s most eagerly awaited mobile game. Secondly, it was a chance to build on gaming’s new narrative, that it is as much of social activity as it is a game. People forge friendships, take these bonds to the offline world and some even meet their partners and spouses while gaming. It was the opportunity to be able to write real stories that eventually resulted in this film.”

Highlighting the thought process behind the campaign, Saatchi & Saatchi Propagate's senior creative director Chetan Kapoor said, “We set ourselves the task to create memorable films that bring alive the diversity, inclusivity, unique traits and idiosyncrasies of the players that truly make BATTLEGROUNDS MOBILE INDIA a game like no other. While producing films of this scale was a challenge in these times, we believe we’ve managed to create ad films that will be liked as much as the game is loved. Here’s to some chicken dinners coming up!”

The first film from the campaign was recently launched on Youtube and the second one is scheduled for release shortly.