Bengaluru, India — BATTLEGROUNDS MOBILE INDIA (BGMI) has collaborated with creative agency Talented for a new digital campaign titled ‘BGMI Drops’, which playfully reinterprets the familiar surrogate advertising format for an online audience.
The campaign comprises three short films that parody consumer goods ads, incorporating references to gaming culture, internet humour, and nostalgia for classic Indian advertising. The films transform well-known BGMI elements into fictional fast-moving consumer goods (FMCG) brands, including the BGMI Energy Drink (featuring creator Vijay3Guy), BGMI Helmet, and BGMI OnlyPans. According to BGMI, the first film attracted over 4 million organic views within 24 hours of its release.
Each parody spot was directed by Akimbo (Mandakini Menon and Bopanna MG) and produced by Potli Baba Mediahouse, combining cultural satire, absurdist comedy, and references to 1990s advertising tropes. The campaign also extends to a digital activation on trybgmi.com, a mock e-commerce storefront where users can browse the fictional products, explore hidden references, and engage with easter eggs designed around the films.
“BGMI has always set the tone for pop culture in India,” said Srinjoy Das, associate director – Marketing and Product, KRAFTON India. “With BGMI Drops, we wanted to speak in the native tongue of our players – referential, meme-driven, and self-aware. The films don’t just entertain; they invite participation. We can’t wait to see how the community takes this and runs with it.”
Ritika Shriram, brand strategy, and Aaliya Sheikh, creative at Talented, also said, “Surrogate ads were about hiding intent. We turned that inside out. These films wear their disguise proudly, inviting viewers to spot the subtext – and in doing so, make BGMI part of everyday conversations.”
Moreover, directors Mandakini Menon and Bopanna MG added, “We treated the BGMI films like time travel through Indian ad tropes. One film lives in the 90s FMCG world where everything was squeaky clean, shiny, and slightly over the top. That nostalgia shaped everything – casting, cinematography, and even music. Each film had its own comedic meter and visual language for us to play with.”
Through BGMI Drops, the game brand and its partners aim to merge gaming culture with mainstream advertising formats. By reworking classic ad styles into digital satire, the campaign seeks to connect with audiences accustomed to meme-driven and participatory storytelling.
Recently, KRAFTON India has also introduced a new in-game feature in BGMI inspired by the country’s most distinctive architectural traditions.
