Ad Campaigns
22feet Tribal Worldwide’s latest campaign for BGMI celebrates quick gameplay
Mumbai: 22feet Tribal Worldwide has unveiled their new campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), KRAFTON India’s popular battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The hilarious campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.
In response to the growing demand for shorter, more dynamic gaming experiences, the campaign recognizes the contemporary challenge of time constraints faced by gaming enthusiasts. ‘Hai Thoda Time, Play Thoda BGMI’ showcases how seemingly insignificant moments in everyday life can create opportunities for playing the whole new line-up of immersive Quick Game Modes on BGMI.
BGMI became a sensation in India banking on its highly viral and long Battle Royale mode. While this mode remains the most popular in BGMI, the campaign highlights the array of quicker game modes available in the game.
KRAFTON India associate director of marketing Srinjoy Das said, “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”
22feet Tribal Worldwide creative head Vishnu Srivatsav said, “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time. We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”
The campaign features a series of three quirky films that explore the unexpected pockets of free time, or “thoda time,” that are perfect for enjoying BGMI’s quick game modes. The humorously absurd scenarios depict the butterfly effect triggered by minor events, ultimately leading to characters finding the perfect short break to play BGMI, because these quick game modes can be fired up anytime, anywhere.
The first film shows a dramatic showdown as ‘Kutty Gangster’ follows a lovesick gangster whose plan to eliminate his rival backfires hilariously, causing enough chaos to delay a nearby cab on the street.
‘A Fishy Tragedy’ depicts the chaotic chain reaction set off by a dead fish and a mischievous cat, leading a professor to miss the bus and get late for class.
In ‘Record Breaker’, we see Sushil break an unusual record of bursting the most balloons ever. Now celebrating this feat leads to a boss delaying his meeting due to some pigeons. How all this ties together is the delight in this film.
All three bizarre scenarios ultimately lead to the characters enjoying the Quick Game Modes on BGMI.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
