Enormous Channels Chalk-Fight Nostalgia in BGMI’s “Everybody Loves a Good Fight”

Krafton’s BGMI ad film “Everybody Loves a Good Fight,” by Enormous, maps schoolyard chalk battles to immersive gaming strategy, resonating with India’s fighter spirit.

Enormous Channels Chalk-Fight Nostalgia in BGMI’s “Everybody Loves a Good Fight”

Krafton India’s marketing arm, Enormous, has produced a nostalgic, emotionally charged ad film, “Everybody Loves a Good Fight”, for Battlegrounds Mobile India (BGMI). By reimagining a childhood chalk fight as a metaphor for virtual warfare, the campaign connects the primal joy of competition to BGMI’s strategic, community-driven gameplay.

Childhood Scuffles Reborn

Set in a classic high-school classroom, the ad opens with innocence: doodles on desks, giggles, and a stray chalk piece. Suddenly, a single chalkboard erasure triggers a full-blown chalk-armed melee, slow-motion chalk shards flying like bullets. The scene morphs seamlessly into BGMI’s in-game battleground, where avatars dodge and strategise, linking real-world mischief to virtual tactics.

Insights and Metaphors

Srinjoy Das, Krafton India’s Associate Director of Marketing, explains: “We tapped into the universal memory of schoolyard skirmishes, moments of spontaneous strategy, camaraderie, and lighthearted conflict. BGMI captures that spirit in a safe, inclusive space.” Enormous’ CCO Ashish Khazanchi adds: “By weaving childhood nostalgia with cinematic action, we show that while rules change, the thrill of a challenge is timeless.”

Multi-Platform Rollout

The film premiered on YouTube and was integrated into live streaming breaks on Esports channels. A shorter 15-second cut plays during IPL ad slots, capitalising on cross-audience interest. Social media GIFs of the chalk fight stunts have sparked over 100k uses under #GoodFightBGMI.

Community Activation

BGMI launched a #ChalkFightChallenge, inviting players to sketch in-game map layouts on real chalkboards, post their videos, and win “Founder's Pack” loot, blending classroom fun with digital rewards.

Final Thoughts

Enormous’ BGMI campaign masterfully bridges the nostalgia of childhood mischief with the adrenaline of modern mobile gaming. It resonates deeply across generations, reminding players that the heart of competition beats the same, whether with chalk or bullets.