Battlegrounds Mobile India (BGMI) has rolled out a campaign "Anyone Se Everyone Tak" (From anyone to everyone), aiming to foster a more inclusive and welcoming environment for gamers of all skill levels.

Conceptualised by 22feet Tribal Worldwide, the campaign comprising a film, underscores BGMI's appeal beyond just highly skilled players, emphasising its inclusive nature. The film presents a series of relatable, everyday situations where individuals struggle or fail at tasks, accompanied by a humorous, deadpan voice-over. It cleverly contrasts the complexities of real life with the simplicity and accessibility of BGMI, showing that the game can be enjoyed by anyone.

What we think about it: The witty film cleverly contrasts the challenges of everyday life with the effortless fun that BGMI offers, proving it’s a game for everyone. The ad is particularly effective as it breaks down perceived barriers while employing humour and inclusivity to drive user engagement on its gaming platform.

Srinjoy Das, associate director - marketing, Krafton India, said, “BGMI has evolved into a massive platform of game modes with incredible variety so the barriers to entry for new players are super low. Irrespective of skill levels, anyone can drop in and have a great time. Literally anyone. And we are glad DDB took the word 'literally', literally and created a very comic manifestation that anyone and everyone can drop into the game for some fun. The result is amazing community love and great conversations from folks who watched the ad on all platforms.” 

Vishnu Srivastav, creative head, 22feet Tribal Worldwide, said, “BGMI is a game that is welcoming of anyone irrespective of their skill levels. And we needed to communicate that. But as we thought about it, we realised that life itself is not as forgiving. That was a fun place to start. We have seen many motivational campaigns, but it was fun to use twist on this cliche. And our super cool director duo brought our crazy notion to life.”  

The film has been rolled out across social media channels. 

CREDITS: 

Creative: Rahul Mathew, Vishnu Srivatsav, Rahul Varghese, Gurpartap Brar, Abhishek Rasane, Sruthi Ramesh, Abhignaa Jagirdar, Ashwin Narayana, Sanskar Hassanandani 

Business: Vanaja Pillai, Shikha Davessar, Reet Wadhwani 

Production house: Bubblewrap Films  

Executive producer: Ketaki Guhagarkar Surve  

Director: Chalees Chor