To enhance accessibility within the gaming industry across India, Battlegrounds Mobile India (BGMI), the popular mobile battle royale game, has launched a new campaign titled “Anyone Se Everyone Tak.” Conceptualized by 22feet Tribal Worldwide India, this campaign aims to foster a more inclusive and welcoming environment for gamers of all skill levels, emphasizing that BGMI is not just for highly skilled players—it’s a game that everyone can enjoy.
The campaign’s film portrays a series of relatable, everyday scenarios where individuals find themselves struggling or failing at various tasks. Each scene is accompanied by a humorous yet deadpan voice-over that underscores the notion that real life often demands complex skills and expertise. However, the twist at the end reveals that BGMI is a game that can be enjoyed by anyone and everyone, reinforcing its inclusive spirit.
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”
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 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
