BGMI and Dentsu Creative Isobar Launch Game-Changing Campaign

In a bold collaboration, Dentsu Creative Isobar has partnered with KRAFTON India to promote Battlegrounds Mobile India (BGMI) as the essential first download for every new smartphone. With a keen understanding that Gen Z views their phones as an integral part of their identity, this campaign brilliantly illustrates how downloading BGMI has become a natural instinct in India’s thriving mobile culture.

A Cultural Phenomenon: Gaming as Self-Expression

This innovative campaign showcases not just a game, but a cultural expression, highlighting how BGMI is influencing the identity of India's mobile-savvy youth. It unfolds through a series of creative short films that amplify the everyday humor and confidence inherent in the BGMI experience—a true celebration of youth culture.

Instinct Meets Innovation: The Power of BGMI

Abhijat Bhardwaj, Chief Creative Officer at Dentsu Creative Isobar, expressed the campaign's essence: 'We aimed for the films to embody the same irreverence and energy players feel every day in BGMI.' The narratives capture the unthinking attachment young gamers have to their devices, where downloading BGMI becomes an automatic choice as essential as breathing.

Humor and Heart: A Unique Take on Everyday Moments

The first series of ads features outrageous, exaggerated scenes—think epic face-offs in elevators and dramatic manhole escapes—all leading to one undeniable fact: showing off a phone loaded with BGMI is a badge of honor. The humor is audacious yet relatable, tapping into a truth that spells social relevance.

Celebrating Milestones the BGMI Way

The second series takes a fresh twist on how young Indians commemorate life’s milestones. From landing jobs to celebrating new homes, each story drives home the message: no achievement feels complete without BGMI as the first app installed. Drawing from Gen Z's affinity for humor and memes, these films are designed to resonate within their digital world—making them shareable and memorable.

Community at the Core: BGMI Reflects Real Player Experiences

Srinjoy Das, Associate Director – Marketing at KRAFTON India, stated, 'BGMI is shaped by the very community that plays it. This campaign embodies that spirit, turning everyday upgrades into moments that resonate with the player's desire to connect and compete.' KRAFTON remains devoted to mirroring genuine player experiences and honoring the community that embraced BGMI as a lifestyle.

Not Just an Ad—A Cultural Movement!

Sahil Shah, CEO of Dentsu Creative Isobar, emphasized their goal of creating content that ignites authentic reactions. 'We wanted to craft experiences that would be shared and remembered, and BGMI provided the perfect backdrop for innovation.' With over 230 million downloads in India, BGMI is no longer just a game—it's a cultural phenomenon defining the mobile-first generation.

As this compelling campaign rolls out, it conveys a simple yet powerful message: BGMI isn't merely downloaded; it’s boldly declared, turning everyday moments into vibrant expressions of identity.