BGMI (Battlegrounds Mobile India) has rolled out a campaign 'Everybody Loves a Good Fight', to spotlight the universal spirit of battle from childhood skirmishes to virtual arenas and showcase how BGMI delivers a deeply personal gaming experience for every type of player.

Conceptualised by Enormous, the campaign consists of an ad film.

The film draws on the insight that the primal thrill of a good challenge is wired into almost everyone. Set in a high school classroom, it captures the spontaneous burst of energy as a playful chalk fight breaks out. What begins as innocent mischief quickly escalates into a full-blown, high-energy battlefield, echoing the rush of BGMI’s gameplay. With slow-motion shots, dramatic face-offs, and carefully choreographed chaos, the chalk fight turns into a vivid metaphor for the emotional highs players experience in the game.

What we think about it: Brilliantly taps into childhood nostalgia, turning a chalk fight into a cinematic metaphor for the thrill of gaming. It captures the rush and spirit of playful battles in a way that feels real and personal, making it much more than just another flashy ad.

Srinjoy Das, associate director, marketing, Krafton India, said, “With 'Everybody Loves a Good Fight,' we’re tapping into the universal spirit of playful competition that resonates deeply with our community. BGMI has always been more than just a game it’s a shared emotion, a cultural touchstone that unites players across diverse backgrounds. This campaign channels that essence, transforming a nostalgic classroom chalk fight into a metaphor for the camaraderie and thrill our players experience in-game. As we introduce the new Rondo map and kick off the summer season, we invite everyone to relive those spirited moments and engage in battles filled with friendly banter and strategic fun."

Ashish Khazanchi, chief creative officer, Enormous, added, "We didn’t want to show just another gameplay montage. This film is rooted in Indian insight that love for a good fight begins young. A chalk fight in a school classroom is something we've all witnessed or been part of, and it was the perfect canvas to build something cinematic and metaphorical. BGMI taps into the same joy of strategy, camaraderie, and one-upmanship. We wanted to build emotion into the action—and that's what makes this more than just an ad for a game."

CREDITS:

Client: Battlegrounds Mobile India

Agency: Enormous

Founder and CCO: Ashish Khazanchi

Client servicing: Sandeep Patwardhan, Siddhi Kale, Riddhi Shah

Creative: Ankit Pathak, Swapnil Vinerkar, Daksh Haria, Swarangi Joshi and Sanya Kothari

Production house: Good Morning Films

Director: Akansha Seda