A quirky new campaign taps into Gen Z humour, meme culture, and social media sensibilities to place BGMI (Battlegrounds Mobile India) at the top of every smartphone user’s download list.

Launched by KRAFTON and conceptualised by Dentsu Creative Isobar, the campaign features a series of five witty ad films that position BGMI as the first app you should download. Each film cleverly mirrors everyday situations-like a father interrupting his son’s awkward rap performance to demand he install BGMI instead-wrapped in rhymes and tongue-in-cheek humour.

Designed to feel native to the internet spaces Gen Z occupies, the films use fast-paced storytelling, unexpected twists, and shareable content formats. The tone is casual, fun, and unapologetically digital-native, ensuring relevance in meme-heavy feeds.

Srinjoy Das, Associate Director – Marketing, KRAFTON India, explained:
“This campaign reflects that spirit, turning even everyday upgrades into moments that celebrate the player’s instinct to connect, express, and compete. At KRAFTON, we’re focused on mirroring real player experiences and staying connected to the community that’s made BGMI a part of their daily lives.”

Sahil Shah, CEO, Dentsu Creative Isobar, added:
“We didn’t want to make ads that look like ads, we wanted to create content that sparks reactions, gets meme’d, and lives in conversations. BGMI gave us the perfect canvas, and the gaming community brought it to life.”

With humour at the heart and virality in mind, the campaign aims to ensure BGMI stays downloaded and played first.