Krafton India and 22feet Launch BGMI Campaign to Ease Casual Player Hesitation
Krafton India has teamed up with agency 22feet India on a new digital advertising campaign for BATTLEGROUNDS MOBILE INDIA (BGMI) titled ‘Soch Kum, Khel Maximum’, aimed at reducing the psychological barriers that stop casual users from opening the app. The campaign targets gamers who hesitate to play because they worry about their skill levels, contrasting everyday life decisions that genuinely require overthinking with the fuss-free experience of dropping into a BGMI match. The initiative launches with four comedic films depicting relatable everyday dilemmas, setting the stage for a broader digital rollout across Instagram and other social platforms that will engage with viral internet moments. “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,” said Srinjoy Das, Director of BGMI Product Management and Marketing at Krafton India. Das noted that the game is instant and casual, requiring neither a dedicated schedule nor a full squad to enjoy.
Shyam Nair Explains the Creative Strategy Behind the Ads
The creative approach centers on removing the intimidation factor often associated with competitive mobile shooters. Shyam Nair, Executive Creative Director at 22feet, emphasized that users shouldn’t need a formal gaming resume just to join friends for a match.
“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’,” Nair said. He added that the campaign redirects hesitation away from the app icon and toward questionable life choices that actually warrant a second thought.
The digital rollout relies on short films produced by SUPRVLLN FILMS and directed by Chalees Chor. Amplification spans Krafton’s official Instagram channels to drive user engagement.
Production and Agency Credits for the Campaign
The campaign execution involved a cross-functional team across client management, creative direction, business operations, and finance.
* Client Team: Srinjoy Das and Shyam Kumar Kelamkandath.
* Creative Team: Vishnu Srivatsav, Shyam Nair, Jamuna Poovaiah, Pavithra Nair, Manvir Kaur, and Manjusha Nair.
* Business Team: Shikha Davessar, Anvita Arora, Swastik Chadha, and Yesha Shah.
* Finance Team: Ajay Gupta, Tapas Baral, and Ajinkya Kanchawade.
* Production House: SUPRVLLN FILMS, directed by Chalees Chor.
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