BGMI has launched its new ‘Collector’ advertising campaign with Dentsu Creative Isobar. The campaign introduces the game’s Collection Level feature through two films inspired by 1980s Hindi cinema and small-town storytelling.
Built around the line, ‘Jo BGMI par collection level badhaye, woh Collector ban jaaye’, the campaign presents collecting as a marker of achievement within the game. It uses familiar cultural references to connect the feature with players’ pride in their in-game collections.
Two Films bring the ‘Collector’ concept to life
The campaign features two films, ‘Akkad Bakkad Collector’ and ‘Nikamme Ki Amma’. Both use exaggerated characters and dramatic storytelling to build humour around the idea of status and achievement.
‘Akkad Bakkad Collector’ follows the commotion at a small-town office ahead of an important dignitary’s arrival. Meanwhile, ‘Nikamme Ki Amma’ centres on a mother who wants her son to achieve a prestigious position. Both stories eventually connect their narratives to BGMI and the status associated with building a collection.
Collection level becomes a marker of achievement
The campaign positions Collection Level as a way for players to showcase their inventories and rare items. In this context, collecting reflects the time and effort players have invested in the game.
Srinjoy Das, Director, Marketing and BGMI Product Management, said, “Collection Levels are an incredible vanity metric that players in BGMI swear by. It’s an instant source of pride, and a testament to the time spent in the game over the years. The return of this campaign was received with heavy engagement on socials, and we are looking forward to a long term sustenance campaign around this quirky theme.”
Dentsu Creative Isobar draws on retro bollywood
Abhijat Bharadwaj, Chief Creative Officer, Dentsu Creative Isobar, said, “Good humour often comes from taking something everyone knows and looking at it from a completely unexpected angle. With BGMI, ‘Collector’ gave us exactly that opportunity. It’s a word that instantly conjures a very specific world of authority, ambition, and family pride – so we decided to put that world in the middle of a gaming story. The fun was in playing it completely straight. We leaned into the melodrama, the chaos and the wonderfully over-the-top storytelling of old Hindi cinema and then let BGMI deliver the punchline. It’s irreverent, rooted in culture and, hopefully, the kind of work that makes you smile before you even realise you are watching a product story.”
Through ‘Collector’, BGMI combines gaming culture with familiar cinematic tropes. The campaign uses humour, nostalgia and small-town drama to make the Collection Level feature more relatable to players.
