EA SPORTS
Culturally tailored Diwali campaign boosts engagement & strengthens brand connection.
We partnered with EA Sports to create custom YouTube content (1.5M+ subs), integrating an in-game Diwali Ultimate Team kit showcase, themed objectives, and Instagram promotions. The content was approved with zero changes, praised for its cultural authenticity, and sparked interest in future collaborations like Ramadan.
Audience Reach
Campaign launched through TFVGaming’s 1.5M+ subscriber base.
Cultural Impact
Custom Diwali segment integrated seamlessly into FC 24 content.
Multi-platform Execution
YouTube, Instagram, and in-game objectives combined for maximum engagement.
Future Collaborations
EA confirmed interest in repeat campaigns for Ramadan and beyond.
THE COMPANY
At EA Sports, they are passionate about creating immersive, culturally resonant gaming experiences for players worldwide.
They strive to connect global audiences through authentic in-game events and content — from celebrating Diwali with exclusive Ultimate Team kits to integrating community-driven objectives. By blending cultural relevance with world-class gameplay, EA Sports ensures every player feels represented, engaged, and part of the game’s evolving story.
THE CHALLENGE
Our objective was to create a culturally impactful Diwali campaign for EA Sports that resonated with both Indian and global FC 24 players, driving engagement while celebrating the festival authentically.
The goal was to blend cultural storytelling with in-game content, ensuring the campaign felt relevant to diverse audiences while staying true to EA’s brand identity. We needed to capture attention quickly, encourage participation in Ultimate Team objectives, and deliver content that players would genuinely connect with and share.
THE SOLUTION
We knew EA Sports wanted to authentically celebrate Diwali while driving engagement for FC 24 Ultimate Team, so we set out to create culturally resonant content that would both connect with Indian audiences and captivate the global FC community.
We combined our creative and gaming expertise to design a campaign that integrated Diwali traditions into the FC 24 experience. Through our YouTube channel TFVGaming (1.5M+ subscribers), we produced custom-scripted and edited content featuring an exclusive segment showcasing Diwali celebrations from India, paired with in-game Ultimate Team objectives to inspire participation.
On Instagram, we drove awareness and interaction with targeted posts, stories, and engagement activities, ensuring the campaign reached both casual players and the competitive community.
Beyond delivery, we added extra value by producing a voluntary developer feedback video — showing our commitment to enhancing the product experience beyond the original brief. This helped strengthen our relationship with EA and set the stage for future collaborations, including potential holiday campaigns like Ramadan.
THE RESULTS
EA Sports’ Diwali FC 24 campaign delivered standout engagement, blending cultural authenticity with gaming excitement, and strengthening the brand’s connection with players across India and beyond.
The campaign’s impact was clear:
Significant uplift in FC 24 Ultimate Team engagement during the campaign period
Thousands of players completing the in-game Diwali objectives
Strong audience response to the custom YouTube segment showcasing Diwali celebrations in India
Positive sentiment and direct praise from EA Sports’ engagement team
Secured EA’s interest in expanding the partnership for future culturally-tailored campaigns, including Ramadan
