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Battlegrounds Mobile India (BGMI), the popular mobile battle royale game, has announced the launch of its new campaign, "Anyone Se Everyone Tak," aimed at boosting accessibility to the gaming industry across India. Conceptualised by 22feet Tribal Worldwide, the campaign seeks to foster a more inclusive and welcoming environment for gamers of all skill levels, emphasising that BGMI is not just for highly skilled players—it is a fun and inviting experience for everyone.
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 dead pan 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 anyone and everyone.
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.”
The film has been launched across social channels.
