Krafton India has rolled out a campaign, 'hai thoda time, play thoda BGMI' (have a little time, play some BGMI) for it’s Battleground Mobile India (BGMI) game that aims to showcase its 'quick game' modes.

Conceptualised by 22feet Tribal Worldwide, the campaign humorously spotlights how random moments in one's everyday life can unexpectedly lead to opportunities for a quick and fulfilling gaming experience.  

The campaign comprises three films that capture the essence of unpacking the joy of gaming at unforeseen moments and places. The films make use of over-the-top, quirky narratives that trigger a cascading domino reaction which eventually lead up to a climactic finish, wherein a gaming enthusiast is able to savour a few minutes of exciting gaming.

The first film shows a dramatic chase between two rival gangsters that results in pandemonium and traffic jam on the road, which in turn delays a cab the protagonist was waiting for. 

The second film depicts the hilarious chain reaction set off by the death of a pet goldfish, leading to a professor missing his bus and getting late for his class. This buys the student gamer some 'precious' time to play a quick game.

In the third film, an unusual record of bursting the most balloons at a party sets off a sequence of events that lead up to a boss getting delayed for a meeting with his subordinate.

Each of the three bizarre scenarios in the above films ultimately end with the protagonist gamer getting to enjoy a quick game via BGMI's 'quick game modes'.

What we think of it: Recognising the challenge of time constraints faced by gaming enthusiasts in today's fast-paced world, the campaign effectively highlights the array of quick game modes available in the game. With outlandish sequences that hilariously lead up to the poetic climax of some free time for the loyalist gamer, the films manage to bring out the sheer joy of gamers at finding unexpected opportunities to indulge in their favourite games- even if it is for a brief span of time.

Srinjoy Das, associate director of marketing, Krafton India, said, “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”

Vishnu Srivatsav, creative head – 22feet Tribal Worldwide said, “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time.  We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”