BATTLEGROUNDS MOBILE INDIA (BGMI) and Talented have joined forces for ‘BGMI Drops’ – a witty, tongue-in-cheek campaign that reimagines India’s infamous surrogate advertising format for the meme generation. Blending parody, nostalgia, and internet humour, the campaign flips the traditional surrogate formula by embracing, rather than concealing, its intent.
Video Links:
- https://www.youtube.com/watch?v=FgmXw4PtXbw&list=PLJ14IuxoyKSbsrDrjul9NMX6vs7jl8xzb&index=1
- https://www.youtube.com/watch?v=KpPYyVl4Ht8&list=PLJ14IuxoyKSbsrDrjul9NMX6vs7jl8xzb&index=2
Designed for digital natives fluent in irony and scroll culture, BGMI Drops transforms iconic BGMI elements into mock FMCG brands – BGMI Energy Drink, BGMI Helmet, and BGMI OnlyPans. Each product is supported by its own over-the-top commercial, parodying the style of vintage Indian ads. Directed by Akimbo (Mandakini Menon and Bopanna MG) and produced by Potli Baba Mediahouse, the films combine absurdist humour with cultural nostalgia. The first video garnered over 4 million organic views within 24 hours of release.
The campaign extends into a playful online experience at trybgmi.com, where fans can explore a parody storefront, uncover easter eggs, and join the inside joke through interactive engagement.
Srinjoy Das, Associate Director – Marketing and Product, KRAFTON India, said, “BGMI Drops speaks the language of our players – meme-driven, referential, and self-aware. These films don’t just entertain; they invite participation.”
Ritika Shriram and Aaliya Sheikh from Talented added, “Surrogate ads once hid intent – we’ve turned that inside out, making the disguise the story.”
With BGMI Drops, BGMI has created a campaign that’s scrollable, shareable, and born from digital culture – where the audience isn’t just watching the joke, they’re part of it.
