Clash of Clans, a mobile strategy video game, released their first animated Diwali video to usher in the festivities on their India social channels. The video has already amassed 123 million impressions within 24 hours of its release. Clash of Clans is one of the longest running strategy games played by millions of Indians every day. Clash of Clans is one of the few mobile games to surpass 500 million downloads on iOS and Android, while also surpassing a yearly revenue of $1 billion.
The game is set in a universe where opposing factions raid one another for valuable resources. The film portrays a protagonist from the game, the Archer Queen preparing to stave off an imminent attack on the village only to realize that the neighboring Queen comes bearing Diwali gifts. But the visiting Queen has mischievously chosen to re-gift the Archer Queen’s previous Diwali gift which results in yet another clash! Everything is as it should be in the Clash universe.
The animated video integrates the festival of lights seamlessly into the gameplay, fostering a strong connect with the Indian fans. The action-packed storyline and edgy use of humor ensure that the campaign enthralls its audiences.
Sterling AG founder Abhishek Gupta said, “Animation is an engaging medium that helps us build fantastical stories, when you add in a tonality of humor into the mix it further strengthens the impact of the content amongst audiences. An Indian festival integrated into the game’s universe personalizes our narrative and ensures that we tap into the game’s dedicated community of players. As an agency our goal is to develop interactive, fun localized content to bolster the game’s popularity as well as engage better with existing fans.”
The brand and agency wanted to cause a shift in the way people perceive gaming by creating stimulating stories through an engaging format. Re-gifting is a prominent and humorous part of Diwali and it was the central insight for the video’s quirky take on the festivities. The campaign has resonated strongly with the Indian gaming community.
Check out the animated Diwali film