BGMI tells players to ‘Soch Kum, Khel Maximum’ in new campaign

MUMBAI: Overthinking may complicate life, but BGMI reckons it should not get in the way of a game. BATTLEGROUNDS MOBILE INDIA (BGMI) has launched ‘Soch Kum, Khel Maximum’, a new campaign encouraging players to stop worrying about their gaming skills and simply jump into the action.

Conceptualised by 22feet, part of Omnicom Advertising India, the campaign takes a humorous look at everyday situations where a second thought might be worthwhile, before making the case that playing BGMI is not one of them.

Built around the hesitation some people feel before trying a game, the campaign comprises four films featuring familiar situations that call for careful consideration. By contrasting these questionable life decisions with the simplicity of launching BGMI, the films encourage players to set aside concerns about their abilities and focus on having fun.

The campaign also highlights the game’s flexibility, with players able to opt for a quick session, play solo or team up with friends. The message is that gaming need not demand a particular skill level, a fixed schedule or an organised squad to get started.

The four films will lead into a broader digital campaign tapping real-time conversations, viral moments and the internet’s favourite questionable decisions. The campaign will be amplified across BGMI’s Instagram platforms to drive audience engagement.

Speaking about the campaign, Krafton India director of BGMI product management and marketing Srinjoy Das said the company had focused on introducing modes and maps that are easy to pick up and play, without requiring players to spend time mastering them first.

“‘Soch Kum, Khel Maximum’ is all about that, just tap and jump into the lobby. Anytime!” Das said, describing the game as a casual experience that does not always require a squad or a schedule.

22feet executive creative director Shyam Nair said the campaign was designed to remove the pressure of having to be a skilled gamer before joining friends for a session.

“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,” Nair said.

He added that the campaign places the hesitation around gaming alongside the kinds of everyday decisions that genuinely deserve more thought, reinforcing the idea that playing BGMI should be a straightforward way to unwind.