We present a new search for variable stars in the Galactic globular cluster M28 (NGC 6626). The search is based on a series of BVI images obtained with the SMARTS Consortiums 1.3m telescope at Cerro Tololo Inter-American Observatory, Chile. The search was carried out using the ISIS v2.2 image subtraction package. We find a total of 25 variable stars in the field of the cluster, 9 being new discoveries. Of the newly found variables, 1 is an ab-type RR Lyrae star, 6 are c-type RR Lyrae, and 2 are long-period/semi-regular variables. V22, previously classified as a type II Cepheid, appears as a bona-fide RRc in our data. In turn, V20, previously classified as an ab-type RR Lyrae, could not be properly phased with any reasonable period. The properties of the ab-type RR Lyrae stars in M28 appear most consistent with an Oosterhoff-intermediate classification, which is unusual for bona-fide Galactic globulars clusters. However, the clusters c-type variables do not clearly support such an Oosterhoff type, and a hybrid Oosterhoff I/II system is accordingly another possibility, thus raising the intriguing possibility of multiple populations being present in M28. Coordinates, periods, and light curves in differential fluxes are provided for all the detected variables.