PepsiCo India’s Sting® Energy has partnered with Battlegrounds Mobile India (BGMI), becoming the official in-game energy drink in a groundbreaking collaboration aimed at powering the next level of gaming experiences. From May 15 to July 14, BGMI players will be able to use Sting® as a virtual power-up, complete with its signature energy burst and iconic sound mnemonic, marking a first-of-its-kind integration for the energy drink brand.
Beyond the screen, Sting® and BGMI are launching co-branded bottles across retail stores and e-commerce platforms in India. Each bottle will include a QR code directing consumers to PEPGenie, PepsiCo’s WhatsApp-based chatbot. There, users can access four exclusive BGMI missions, with successful completion unlocking a final grand challenge that offers limited-edition digital collectibles.
Ankit Agarwal, Director of Marketing – Energy and Hydration, PepsiCo India, said, “Gaming and energy go hand in hand. Sting® is now the fuel for those epic gaming moments, on-screen and off. With this partnership, we’re creating a unique bridge between gaming culture and everyday consumption.”
Seddharth Merrotra, Head of Business Development at KRAFTON India, added, “This collaboration blends interactivity, emotion, and branding to offer a truly immersive experience for our players. It reflects BGMI’s vision to stay at the forefront of youth engagement.”
This partnership redefines brand integration by combining digital gameplay, physical products, and interactive storytelling—aligning with the habits and aspirations of India’s digitally connected youth.
