How Maitri and BGMI made a scam ad to expose scam ads

KRAFTON India’s BATTLEGROUNDS MOBILE INDIA (BGMI) has once again tapped into its strong community culture by turning April Fools’ Day into an opportunity for education. This year’s campaign took a humorous yet impactful approach to warn players about the risks of purchasing in-game currency (UC) from untrustworthy sources.

BGMI partnered with Maitri to launch a bold and innovative scam campaign to raise awareness about scam ads. The campaign hinged on a fake promise: free UC (in-game currency) for BGMI players. To sell the deception, the team collaborated with George Thokkumootil, the iconic character from Akkara Kazhchakal, a beloved Malayalam sitcom. 

Film:
Through a mockumentary-style video, the team crafted a relatable and engaging story, seamlessly integrating a key message—if players buy UC from unauthorized sources, they risk losing their accounts. The film centers around a quirky salesman who promises players the ultimate BGMI experience, offering everything from UC top-ups and elite passes to exclusive skins and premium vehicles. His pitch is simple: all he needs is the player's "Money and Account" in return for guaranteed Chicken Dinners, all delivered through his questionable company that claims to cater to every gamer's needs.

The video was shot in the US with the original Akkara Kazhchakal team, using their signature humor to create authenticity. The footage was then edited in Kerala by Maitri Advertising. This collaboration ensured that the campaign resonated deeply with the audience, tapping into nostalgia to convey an important message. 

Watch the short film on Battlegrounds Mobile India official Instagram channel.