BGMI Cartoon Waala Game campaign: the banter goes viral

BGMI has launched a new ad campaign built around the nickname gamers use for a competing battle royale title, Cartoon Waala Game. The BGMI Cartoon Waala Game campaign was created by creative agency Talented, with Anant Sharma directing and Calm Kaam handling production. Sharma is director, co-founder and creative head of Momo Media, and producer Bushra worked with him on the films.

Two films, one joke

The campaign has two films. The first, the Cartoon Waale Games film, carries the title 'Cartoon Waale Games ❌ BGMI ✅ | Play Now', while the second is called 'No Cartoon Games Allowed 🚫🍼 | #BGMI'. Instead of the usual product comparisons, both lean on humour about how the rival game plays, including aiming, shooting mechanics and graphics. The first film focuses on those graphics and mechanics differences, while the second keeps the comparison going through the banter players already trade over them.

For the BGMI Talented campaign, the team also brought in content creator Anuj Gupta, whose online persona and audience fit the campaign's tone. The BGMI Anuj Gupta pairing was meant to give the idea credibility with young, digitally native audiences.

Talented creatives Nikhil Unni and Vaibhav Pachisia explained the thinking: brands get a chance to show personality when they talk about their competition, and not every comparison needs a chart or a carefully worded statement. Make the point with humour, they said, and trust the audience to get it.

Sharma said working with Gupta on a punchy and cheeky campaign was fun as a director, and that BGMI taking the competition head on while staying true to Gupta's online persona is the kind of idea Talented is known for.

Built on gamer banter

The idea borrows from the trash talk that already runs through India's gaming communities, where the rival title goes by that nickname. With another battle royale game relaunching in India, Talented saw a chance to turn a conversation already happening among core gamers into a brand conversation for BGMI, which also has its own battle royale offering in BGMI Air.

What gamers did with it

Since release, the films have pulled organic traction on social media, with gamers sharing and responding to them and adding their own takes. The Cartoon Waale Games film went up around 28 October 2026, the same day Free Fire India launched, and 'No Cartoon Games Allowed' followed around 5 November 2026. What began as an ad aimed at a specific audience has travelled well beyond it. The team expected reactions either way, aiming for films entertaining enough to share whether viewers agreed with the jibe or not. That the BGMI rival battle royale ad turned a gamer nickname into a brand message is the whole point of the exercise.