Dentsu Creative Isobar has launched a new campaign for KRAFTON India’s BGMI to introduce its Collection Level feature, using the idea of a “Collector” as a mark of achievement within the game. The campaign is built around the line, “Jo BGMI par collection level badhaye, woh Collector ban jaaye.”

Link 1: https://youtu.be/vtNmeYK3d2o?si=Aacz2195MPKTZB_4

Link 2: https://youtu.be/iHkELDkMwN8?si=xRVm_WtvDFqfdClH

Two films, Akkad Bakkad Collector and Nikamme Ki Amma, bring the idea to life through references to 1980s Hindi cinema and small-town storytelling. The first follows the commotion at a small-town office ahead of an important dignitary’s arrival. The second centres on a mother who dreams of seeing her son reach a prestigious position. Both stories eventually link back to BGMI and the status that comes with building a collection in the game.

The campaign positions Collection Level as a way for players to showcase their inventories and rare items, with collecting presented as a reflection of the time and effort spent in the game. Srinjoy Das, director, marketing and BGMI product management, called it a vanity metric players swear by and a source of pride. He added that the return of the campaign drew heavy engagement on social media, and the team now plans a long-term campaign around this quirky theme.

Abhijat Bharadwaj, CCO, Dentsu Creative Isobar, said “Collector” evokes a world of authority, ambition and family pride, which made it ideal for a gaming story. The team played the melodrama completely straight and let BGMI deliver the punchline, creating work that is irreverent, culturally rooted and makes audiences smile before they realise it is a product story.