BGMI’s Latest Campaign Taps Into Childhood Nostalgia and Competitive Spirit
Battlegrounds Mobile India (BGMI), developed by Krafton India, has launched a new digital film titled “Everybody Loves a Good Fight” in collaboration with creative agency Enormous. The campaign reimagines the playful spirit of childhood competition through a cinematic chalk fight set in a high school classroom—mirroring the strategic gameplay of BGMI itself.
From Mischief to Mayhem: The Metaphor of the Chalk Fight
The film opens with a familiar classroom scene that quickly turns into controlled chaos. What starts as a cheeky chalk throw escalates into an all-out “battlefield,” complete with slow-motion standoffs, exaggerated reactions, and perfectly choreographed mess—all capturing the same adrenaline and friendly rivalry players enjoy within the game.
This creative treatment serves as a metaphor for BGMI’s core values—teamwork, strategy, excitement, and shared experience.
Tapping into Shared Cultural Memory
Srinjoy Das, Associate Director of Marketing at Krafton India, shared his thoughts on the campaign:
“With ‘Everybody Loves a Good Fight’, we’re tapping into the universal spirit of playful competition that resonates deeply with our community. BGMI is more than just a game—it’s a cultural touchstone that unites players across diverse backgrounds. This campaign transforms a nostalgic chalk fight into a metaphor for the camaraderie and thrill of in-game battles.”
He added that the campaign also celebrates the launch of BGMI’s new Rondo map, and aims to kick off the summer gaming season with a burst of energy and relatability.
Building Emotion Into Action
Ashish Khazanchi, Chief Creative Officer at Enormous, explained the thought behind the film’s concept:
“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 experienced. BGMI taps into that same joy of strategy, camaraderie, and one-upmanship. We built emotion into the action to make this more than just an ad—it’s a tribute to the spirit of play.”
A Strategic Launch for the Gaming Community
The campaign is currently being rolled out across major digital platforms, engaging both casual viewers and loyal BGMI players. With summer break setting in and new in-game updates live, the timing aligns perfectly with rising engagement.
By drawing on universal memories and local flavor, BGMI and Enormous have delivered a campaign that resonates beyond the screen—reigniting the spirit of competition, fun, and connection.
