Enormous has launched a new ad film for BGMI (Battlegrounds Mobile India), with a message: BGMI is more than a game—it’s an emotion. The new film, titled Everybody Loves a Good Fight, explores how the universal thrill of battle lives within everyone.
From schoolyard spats to digital face-offs, the campaign taps into the insight that the primal thrill of a good challenge is hardwired into most of the people. The idea behind Everybody Loves a Good Fight taps into this very nostalgia and instinct, celebrating the timeless, innate joy of a good battle.
Set in a classic Indian high school, the film captures the energy of a chalk fight that erupts during class. What starts as harmless mischief soon transforms into a high-octane battlefield, mirroring the gameplay thrill of BGMI. With slow-motion sequences, dramatic standoffs, and cleverly choreographed chaos, the chalk fight becomes an unforgettable metaphor for the emotional highs of the game.
The film is currently live on popular digital platforms.
Commenting on the latest ad film, Srinjoy Das, Associate Director of 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.”
Sharing his views on the ad film, Ashish Khazanchi, Chief Creative Officer, Enormous, said, “We didn’t want to show just another gameplay montage. This film is rooted in a very 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.”
