BGMI tells players to think less and play more in new 22feet India campaign

22feet India has teamed up with BATTLEGROUNDS MOBILE INDIA (BGMI) on a new campaign, ‘Soch Kum, Khel Maximum’, encouraging people to stop worrying about whether they’re good enough to play and simply get into the game. The series of films takes a cheeky look at life’s questionable decisions before arriving at one that requires no overthinking: playing BGMI.

 

The campaign is built on a simple observation: people often hesitate to try something because they worry about getting it right. This also extends to the barriers that make people hesitate before clicking on the BGMI app icon and getting into the game. ‘Soch Kum, Khel Maximum’ turns this behaviour on its head through four humorous films featuring familiar situations that genuinely call for a second thought.

By contrasting these everyday decisions with the ease of playing BGMI, the campaign highlights how getting into the game can be a relaxed, fuss-free experience, with no skill level acting as a barrier to entry. Whether it’s jumping into a quick gameplay session or choosing to play solo or with a squad, BGMI lets players enjoy the game at their own pace. The campaign brings alive its central thought: there are plenty of things worth overthinking. And then there’s BGMI.

The films will set the stage for a larger digital campaign that will tap into real-time conversations, viral moments and the internet’s favourite questionable decisions.

Srinjoy Das, Director, BGMI Product Management and Marketing, Krafton India, said: “BGMI is India’s most recognizable gaming franchise and this year we’ve worked hard to bring modes and maps which are extremely easy to pick up and play without thinking about the time it needs to master them. It’s casual, its instant, and doesn’t always need your squad or a schedule to play. “Soch Kum, Khel Maximum” is all about that, just tap and jump into the lobby. Anytime!”

Shyam Nair, Executive Creative Director, 22feet, added: “You shouldn’t need a gaming resume to join your friends for a game of BGMI. You play to have fun. Getting good can happen along the way. That’s the pressure we wanted to take off with ‘Soch Kum, Khel Maximum’. The campaign takes that hesitation and puts it where it belongs, those spectacularly questionable life decisions that could actually do with a second thought. Life has enough of those. Playing BGMI isn’t one of them.”

The film will be amplified across the brand’s Instagram platforms, extending its reach and engagement with audiences.

Credits
Client team: Srinjoy Das, Shyam Kumar Kelamkandath
Creative team: Vishnu Srivatsav, Shyam Nair, Jamuna Poovaiah, Pavithra Nair, Manvir Kaur, Manjusha Nair
Business: Shikha Davessar, Anvita Arora, Swastik Chadha, Yesha Shah
Finance: Ajay Gupta, Tapas Baral, Ajinkya Kanchawade
Production House: SUPRVLLN FILMS
Director: Chalees Chor