Khali Runs: KRAFTON and tgthr Launches CookieRun India

KRAFTON India has teamed up with Devsisters to introduce CookieRun India—a culturally enriched spin on the global CookieRun series, designed specifically for Indian gamers. The game features characters inspired by Indian sweets like Gulab Jamun and Kaju Katli, vibrant culturally themed maps, and in-game events.

To celebrate the launch, tgthr. and KRAFTON India designed a humorous campaign, making CookieRun India a standout addition to the gaming scene.

At the center of the campaign is a film starring The Great Khali, one of India’s most iconic wrestling figures. Khali surprises everyone by announcing he’s going to start running—sending the town into a comical uproar.

The chaos takes a playful turn when it’s revealed that Khali’s “running” is in CookieRun India, drawn in by its simple gameplay, thrilling challenges, and enticing rewards.

In addition to the Khali film, KRAFTON India and tgthr. rolled out two 30-second films. Drawing inspiration from life’s comical running moments, the films urge players to channel their running instincts into CookieRun India. These quick stories are designed to grab attention and inspire immediate gameplay.

Expanding on the launch campaign’s playful tone, a 15-second referral film highlights CookieRun India’s refer-and-earn feature. The film invites players to refer their friends, making CookieRun India a shared adventure for everyone.

“Partnering with tgthr., we’ve crafted a high-energy, humor-packed campaign centered around the unparalleled charisma of The Great Khali,” said Srinjoy Das, Associate Director and Lead – Marketing, KRAFTON India.

“The imaginative blend of Khali’s towering presence with CookieRun India’s playful world perfectly encapsulates the game’s unique appeal. Through relatable, quirky narratives and vibrant content, we’ve brought this global favorite to life for Indian audiences, ensuring it’s not just a game but an experience that players will love to share and explore.”

“After dominating the world, CookieRun’s entry into the subcontinent is no small feat,” added Aalap Desai, Co-Founder & CCO, tgthr.

“To spread this news, we decided to do it the Indian way. A massive story is not just discussed in the papers; it’s in barbershops, markets, and everywhere else. Khali’s iconic presence along with that chaotic energy tempered with a catchy jingle, that most of us can’t stop humming, was the perfect way to give CookieRun that signature Indian welcome.”

Credits

Rahul Vengalil – Chief Executive Officer & Co-founder, tgthr.
Aalap Desai – Chief Creative Officer & Co-founder, tgthr.
Anadi Sah – National Creative Director, Chief Innovation Officer & Founding Partner, tgthr.
Vibhor Yadav – Regional Creative Officer & Founding Partner, tgthr.
Pragati Rana – Regional Creative Officer, Head of Originals & Founding Partner, tgthr.
Anirudh Venugopal – Sr. Creative Director, Head of Culture & Founding Partner, tgthr.
Rohit Varghese – Sr. Vice President & Founding Partner, tgthr.
Nitish Sarkar – Head of AI Studio and Lead, Digital Production.
Ishanya Preetham – Account Manager, tgthr.
Jilu Jose – Copywriter, tgthr.
Production:
Director: Arjuna Gaur
Producer: Hitank Kedia

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