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Time of India

Battlegrounds Mobile India campaign taps nostalgia for the thrill of competition

Battlegrounds Mobile India ( BGMI ), the online multiplayer game , has launched a new marketing campaign centered on the theme that the game transcends mere entertainment, resonating as a powerful emotion for its players. The campaign's centerpiece is a short film titled "Everybody Loves a Good Fight," which draws a parallel between the spirited skirmishes of childhood and the intense, strategic battles within the virtual world of BGMI. The film, set in a traditional Indian high school, depicts a spontaneous chalk fight that erupts in a classroom. Through stylised slow-motion sequences and dramatic tension, the playful disruption evolves into a vivid representation of the engaging and often exhilarating gameplay experience offered by BGMI. The campaign aims to connect with players by tapping into a universal appreciation for competitive challenges, suggesting that the thrill of a good "fight," whether in a schoolyard or a digital arena, is a deeply ingrained human instinct. Srinjoy Das, associate director of marketing at Krafton India , the game's developer, stated that the campaign seeks to highlight BGMI's role as "more than just a game—it's a shared emotion, a cultural touchstone." He added that the chalk fight metaphor effectively conveys the camaraderie and strategic fun experienced by players. Ashish Khazanchi , chief creative officer, Enormous , the agency behind the campaign, emphasised the desire to move beyond typical gameplay footage. He explained that the film leverages a relatable Indian experience—the childhood chalk fight—as a "cinematic and metaphorical" representation of the strategic thinking and camaraderie fostered within BGMI. The launch of the campaign coincides with the introduction of a new in-game map, Rondo, and the start of the summer gaming season. The film is currently being featured across various digital platforms. Watch the film here: