Krafton Inc. joins hands with BTDT media for a live action ad film

When Krafton Inc.'s senior marketing manager, Mr.Prateek Kole, first approached our founder, Mr.Arjun Kapadia to create a live action ad film for their upcoming real-time PVP strategy game Road To Valor : Empires, his brief to our team was quite simple, concise and precise but unconventional.

We were quite thrilled with the proposition but also aware of the humongous responsibility that came with creating something for a brand as prestigious as Krafton Inc. at the same time.

We were specifically asked to come up with an unconventional and whacky idea with a foundational element that would strike a chord with Indian audiences throughout the nation.Thus,we set out on this rollercoaster of a ride which culminated in the form of "Phaijjal", a script that was unusual in its treatment and yet excelled in achieving the perfect balance between entertainment and brand integration seamlessly.

How did we do that?

Simple ,we took inspiration from an iconic film scene which is so embedded in our pop culture and psyche that it had the potential of breaking through the internet almost instantaneously i.e. Nawazuddin Siddiqui's iconic dialogue with his mother in Anurag Kashyap's groundbreaking revenge saga, GOW:- Part II considering how the premise of the game was all about pulverizing your opponents with absolute disdain but the bigger challenge here was to convert such an intense and emotional scene into one with an element that would euphemise its emotional weight whilst keeping it equally entertaining and engaging for the audience and hence,we came up with a twist that the protagonist would be a young boy called "Bunty" only posing as "Phaijjal" thereby adding a comic dimension to the plot lightening up the film in the process whilst retaining brand positioning amongst the youth of the country and visual flair of the game simultaneously.

Our primary strength lies in the extraordinary pool of content writers working with us and that's exactly how we knew that Mr.Vishal Dhawan would be the perfect fit for "Phaijjal" considering his unusual and uncanny ability towards churning up unconventional content time and again.

Mr.Anudeep Mishra, our director and Mr.Amit Raj, Chief Content Strategist and Producer both have a knack towards picking out of the box and challenging projects which did wonders with the treatment of this film and relentless dedication in lieu of creating a spectacle for the audiences materialised to a level way beyond our expectations.

Our team worked on "Phaijjal" with both Prateek and Shyam from Krafton Inc. quite assiduously right from its inception through its release.

Not only did Prateek give us creative liberty and a platform to express ourselves but also,he established a perfect balance between creativity and brand communication through the course of this project as he has been doing quite effortlessly  over the years.

Their accessibility, priceless contributions and guidance despite of their busy schedules owing to the upcoming launch through the course of this journey was completely overwhelming.

We'd also like to sincerely thank Srinjoy Das, associate director, marketing at Krafton Inc. for giving us this once in a lifetime chance of proving our mettle and believing in our ability towards creating something which is simply put, revolutionary and utterly unique.

In addition to this  Mr Prateek Kole, added, “When we approached BTDT media with a brief, we wanted an agency partner that was willing to experiment with some ideas we had in our mind. The objective was to break the clutter with a story that instantly caught the attention of the viewer. That’s how the idea of Phaijjal was born."

To sum it all up,creating Phaijjal wasn't just a riveting and deeply satisfying journey but also a fun-filled and amusing joyride to remember for years to come.