Battlegrounds Mobile India’s recent campaign is directed toward its most loyal audience—the introverts. These are the people who sneak in rounds of PUBG on weekends, at boring family gatherings, commutes on trains, buses, metros, or even in the middle of office breaks. They thrive in their bubble, finding joy in the chicken dinners without feeling the pressure to socialise.
While most brands flock to the noise of Valentine’s Day or major festivals, BGMI’s advertising agency, Maitri Advertising Works Pvt Ltd took the road less traveled by spotlighting World Introvert Day—2 January.
This smart move ruled out the competition angle. The brand was the only one talking about introverts, their struggle and of course their love for BGMI.
The campaign was perfectly timed to resonate with those who find solace in quieter moments amid the chaos of the holiday season.
Directed by award-winning filmmaker Manu Ashokan, the commercial has been conceptualised and scripted by Antu Sony and Muhammed Farhan.
It features actor and film editor Sangeeth Prathap, who is currently riding on the success of his recent Malayalam hit, Premalu (2024).
The one-minute ad is crisp, relatable and conveys the message. Prathap’s acting is the cherry on top.
In the video, Prathap is seen dodging meet-ups, social interactions, conversations and parties during the holiday season. And, in the end, he comes back to his one true love: BGMI.
Since its release two weeks ago, the commercial has garnered over one lakh views and sparked a debate in the comment section.
On one hand, fans couldn’t stop raving about Prathap’s presence in the video. On the other, discussions flared over whether celebrating introversion might unknowingly glorify traits that could lead to anxiety and other mental health challenges.
The commercial might not have received the attention it truly deserved, but its strategy was undeniably brilliant. And in the times of targeted advertising, thanks to Google’s knowledge of your internet and phone behaviour—the ad may have reached the gamers. The BGMI ad celebrates the preference for personal fun over social commitments and that may have struck a chord with the gaming community.
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Regional flavour
Maitri and BGMI’s relationship is getting stronger—one campaign at a time.
BGMI’s previous regional campaigns in Tamil, Malayalam, and Kannada have connected audiences, with the Malayalam ad featuring actor Dhyan Sreenivasan becoming a viral sensation.
The video cleverly reimagines the iconic pennukaanal scene from the cult Malayalam film Sandesham (1991), setting it within the BGMI battleground.
Dhyan Sreenivasan, the son of veteran actor Sreenivasan—who not just wrote the story but also starred in the original film—takes centre stage in the ad, directed by Anoop Sathyan. Notably, the 1991 film was directed by his father Sathyan Anthikad.
This creative collaboration bridges generations, paying tribute to the original movie while showcasing how storytelling evolves through the dynamic world of BGMI.
The ad resonates with Kerala’s cultural fabric, which has a soft spot for its cult classics.
Released six months ago, the minute-and-a-half-long video has garnered over 11 million views on YouTube, cementing its place as a standout campaign.
Apart from Kerala, BGMI and Maitri have successfully ventured into other regional markets with equally captivating ad campaigns. In Tamil Nadu, the focus was on integrating local cultural references and the unique gaming habits of players in the region.
And, the efforts paid off. The ‘Lifetime Chicken Dinner’ campaign, rolled out in October 2024, has raked up over three million views to date.
These commercials intend to bring a regional flavour to the gaming culture.
Maitri’s ability to combine BGMI’s gaming narrative with localised content may have expanded BGMI’s loyal fan base across India’s culturally rich and diverse markets.
Brand: BGMI
Agency: Maitri Advertising Works Pvt Ltd
Director: Manu Ashokan
Concept & Script: Antu Sony and Muhammed Farhan
(Edited by Theres Sudeep)