By Sagar V. Mankar 
KRAFTON India won a Silver Award at the Effie Awards 2025 in the Direct Marketing category for their campaign “BGMI ki Boli.” This category had the most entries this year, making the win particularly notable as KRAFTON became the first gaming company to receive an Effie.
The BGMI ki Boli campaign is an innovative marketing initiative by the developer for their popular game, Battlegrounds Mobile India (BGMI). This campaign celebrated India’s rich linguistic diversity by leveraging regional phrases and colloquialisms to connect with players on a cultural and emotional level.
The campaign engaged fans through interactive challenges, such as spotting easter eggs tied to the world of BGMI. This approach not only resonated deeply with the community but also reinforced BGMI’s position as one of India’s most-loved games, delivering impactful business outcomes.
Srinjoy Das, Associate Director and Marketing Lead at KRAFTON India, shared his thoughts: “Winning an Effie for our in-house campaign in such a competitive category is a big achievement. We thank our fans for making ‘BGMI ki Boli’ successful, and we’ll keep working on new ways to engage with them in 2025 and beyond.”
The Effie Awards, which recognize successful marketing campaigns, held their 24th Indian edition at Taj Lands’ End, Mumbai, on January 24, 2025. The event brought together 1,200 professionals from marketing, advertising, and related fields. The Advertising Club (TAC) India organized the ceremony.
This achievement highlights how gaming is becoming more important in Indian culture. KRAFTON India’s approach of mixing creative ideas with community engagement has proven successful in connecting with their audience.