Krafton's BGMI makes new ad more Accessible

Boosting accessibility to the gaming industry across India, Battlegrounds Mobile India (BGMI), the popular mobile battle royale game announced the launch of a new campaign, “anyone se everyone tak”. The campaign envisaged by 22feet Tribal Worldwide focuses on creating a more inclusive and welcoming environment for gamers across levels, spotlighting that BGMI is not simple for highly skilled players- it’s inclusive, welcoming, and fun for everyone. 

The film unfolds a series of relatable, everyday experiences where people find themselves failing or struggling at a completely new task. Each scene is paired with a humorous yet deadpan voice-over, spotlighting the fact that real life often demands complex skills and expertise. However, the twisted end spotlights BGMI as a game that can be enjoyed by anyone and everyone.

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 a 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 realized that life is not as forgiving. That was a fun place to start. We have seen many motivational campaigns, but it was fun to twist on this cliche. And our super cool director duo brought our crazy notion to life”.