Games don’t always seem to welcome newcomers. Some are daunting. 22feet Tribal Worldwide is helping Battlegrounds Mobile India (BGMI), to change the perception with its campaign, Anyone Se Everyone Tak.

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, at BGMI parent, Krafton India,commented, “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, added,“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.”  

The film is running in social channels, including YouTube and Instagram.

Credits:
Creative Agency: 22feet Tribal Worldwide
Creatives: 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