Description
BGMI, India’s leading battle royale game from KRAFTON India, had an affinity problem. While the brand, with its global roots, boasted of a strong user base, it lacked cultural relevance. The challenge wasn’t visibility but belonging. To bridge this gap, BGMI introduced a stepwell in the game, inspired by India’s rich architectural legacy. Instead of promoting it like an update, it launched a tourism campaign: Destination BGMI Stepwell, positioning the in-game stepwell as India’s hottest destination, not on any map. The campaign was designed as a multi-creator travelogue (three-episode vlog series) shot entirely within the game. Each episode featured different gamers & influencers from diverse domains as co-creators, blending cultural facts, historical anecdotes, and BGMI-friendly banter. This creator-first approach brought together creators with distinct audiences and styles, ensuring varied storytelling and authentic engagement—turning a virtual spot into a cultural hotspot.
