BATTLEGROUNDS MOBILE INDIA launches parody-driven ‘BGMI Drops’ campaign with Talented India
BATTLEGROUNDS MOBILE INDIA (BGMI) and Talented India have launched ‘BGMI Drops’, a tongue-in-cheek campaign that reimagines one of India’s most infamous advertising workarounds, the surrogate ad, for a generation raised on memes, satire and scroll culture. The result is a playful mix of parody products and cultural nostalgia, no gameplay footage needed.
Designed for digital natives fluent in internet irony, BGMI Drops flips the surrogate format on its head: instead of disguising the message, it openly embraces it. The campaign transforms iconic BGMI elements into parody FMCG-style brands, complete with a digital storefront, short films, and a hidden easter-egg hunt.
At the centre are three fictional products: BGMI Energy Drink (featuring creator Vijay3Guy), BGMI Helmet, and BGMI OnlyPans. The first film alone racked up 40 lakh organic views in its first 24 hours.
Each parody product gets its own glossy commercial – directed by Akimbo (Mandakini Menon & Bopanna MG) and produced by Potli Baba Mediahouse – blending cultural satire, absurdist humour, and heavy nostalgia for classic Indian advertising. The campaign extends into a playful digital experience on trybgmi.com – a parody storefront where fans can “shop”, physical manifestations of digital products, uncover hidden references, and be part of the inside joke.
“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, 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.”
Mandakini and Bopanna, Directors, 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.”
By remixing classic gameplay items into ad-world icons, BGMI has built a campaign that feels born of the feed – scrollable, memeable, and primed for participation. In 2025, the best campaigns don’t just break the fourth wall, they make you part of the joke.
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