KRAFTON India’s Battlegrounds Mobile India (BGMI), a mobile battle royale game, has unveiled a new campaign, “Anyone Se Everyone Tak” to boost accessibility to the gaming industry across India.
The campaign was conceptualised by 22feet Tribal Worldwide and further aims to create a more inclusive and welcoming environment for gamers across levels, highlighting that BGMI is not solely for highly skilled players- it’s inclusive, welcoming, and fun for everyone, as per the company.
The film unfolds a series of relatable, everyday situations where people find themselves struggling or failing at a task. Each scene is paired with a humorous yet deadpan voice-over, highlighting the fact that real life often demands complex skills and expertise. However, the twisted end highlights that BGMI as a game can be enjoyed by everyone. Furthermore, the film has been launched across social channels.
Speaking on the development, 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.”
To this, 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.”
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
