SINGAPORE — In a captivating blend of tradition and digital entertainment, Google Play, in collaboration with DDB Group Singapore, has launched an action-packed campaign that transforms a typical family gathering into an epic virtual arena this Ramadan.
Rolling out across Indonesia on March 4, this campaign taps into the shared gaming rituals that bring families and friends together as they wait for Iftar. But this isn’t just another night of casual gameplay, this is a full-fledged battle royale with an unexpected twist.
As the family preps for Iftar, the game heats up, and in a moment of jaw-dropping revelation, the most formidable player turns out to be none other than… the family matriarch. Her in-game persona? A fearsome Orc, proving that gaming prowess knows no age, gender, or stereotype.
Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.”
Recognizing the need for seamless entertainment during Ramadan, the campaign also spotlights the ease of topping up gaming credits with Google Play. A quick tap, and the adventure continues—no interruptions, no hassle.
Amanda Chan, Product Marketing Manager at Google Play, adds, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.
To amplify the excitement, Google Play has teamed up with fan-favorite titles like Free Fire and MLBB, rolling out exclusive promotions to enhance the gaming experience. The campaign will run on YouTube and YouTube Shorts with support from influencer video collaborations.
