Mumbai, 23rd July, 2026 : Collective Creative Labs (CCL), the creative and production arm of Collective Artists Network conceptualised and produced Free Fire MAX’s latest anthem music video, celebrating a landmark moment for Indian esports as four Indian teams qualified for the Esports World Cup (EWC) Finals for the very first time.
Made for gaming audiences, the music video blends authentic in-game references with high-energy visuals that reflect the intensity of competitive esports. Bringing music and gaming together, the anthem features vocals by Kailash Kher, with music composed by Akshay and IP, creating a track that celebrates both the milestone and the community behind it.
Collective Creative Labs led the campaign from creative development to final delivery, overseeing both the creative vision and end-to-end production to ensure the story resonated with gaming communities while celebrating a defining moment for Indian esports.
“Great campaigns are built on stories that audiences already care about. In this case, it was the incredible journey of Indian esports athletes making history on the global stage,” said Sanjana Jain, CEO, Collective Creative Labs and Partner, Collective Artists Network. “Our vision was to create an anthem that reflected the pride, resilience and dedication behind that achievement. By bringing together music, storytelling and gaming culture, we wanted to celebrate not just a milestone, but the people who made it possible.”
With this campaign, Collective Creative Labs continues to showcase its ability to bring together creative storytelling and seamless production to create work that resonates with audiences. As brands look for more meaningful ways to connect with communities, CCL remains focused on telling stories that people genuinely want to be a part of.
