Enormous + BGMI’s ‘Everybody Loves a Good Fight’ turns schoolyard scuffles into epic showdowns

Enormous India has created this new film for BGMI (Battlegrounds Mobile India), with a powerful message at its heart: BGMI is more than a game – it’s an emotion. The film, titled “Everybody Loves a Good Fight,” explores how the universal thrill of battle lives within us all – from childhood scuffles to virtual battlegrounds, and how BGMI offers a deeply personal and multi-faceted gaming experience for every kind of player.

From schoolyard spats to digital face-offs, the campaign taps into the insight that the primal thrill of a good challenge is hardwired into most of us. Childhood games teach us about conflict, mischief, and triumph—and gaming reawakens that instinct. The idea behind “Everybody Loves a Good Fight” taps into this very nostalgia and instinct, celebrating the timeless, innate joy of a good battle.

Set in a classic Indian high school, the film captures the spontaneous energy of a chalk fight that erupts during class. What starts as harmless mischief soon transforms into a high-octane battlefield, mirroring the gameplay thrill of BGMI. With slow-motion sequences, dramatic standoffs, and cleverly choreographed chaos, the chalk fight becomes an unforgettable metaphor for the emotional highs of the game.

Srinjoy Das, Associate Director of Marketing, Krafton India, said: “With ‘Everybody Loves a Good Fight,’ we’re tapping into the universal spirit of playful competition that resonates deeply with our community. BGMI has always been more than just a game—it’s a shared emotion, a cultural touchstone that unites players across diverse backgrounds. This campaign channels that essence, transforming a nostalgic classroom chalk fight into a metaphor for the camaraderie and thrill our players experience in-game. As we introduce the new Rondo map and kick off the summer season, we invite everyone to relive those spirited moments and engage in battles filled with friendly banter and strategic fun”.

Ashish Khazanchi, Chief Creative Officer, Enormous, said: “We didn’t want to show just another gameplay montage. This film is rooted in a very Indian insight—that love for a good fight begins young. A chalk fight in a school classroom is something we’ve all witnessed or been part of, and it was the perfect canvas to build something cinematic and metaphorical. BGMI taps into the same joy of strategy, camaraderie, and one-upmanship. We wanted to build emotion into the action—and that’s what makes this more than just an ad for a game.”

Credits
Client: Battlegrounds Mobile India
Agency: Enormous
Ashish Khazanchi – Founder & CCO
Client Servicing: Sandeep Patwardhan, Siddhi Kale, Riddhi Shah
Creative: Ankit Pathak, Swapnil Vinerkar, Daksh Haria, Swarangi Joshi, Sanya Kothari
Production House: Good Morning Films
Director: Akansha Seda