BATTLEGROUNDS MOBILE INDIA (BGMI) has teamed up with creative agency Talented to launch ‘BGMI Drops’, a tongue-in-cheek campaign that reimagines India’s notorious advertising loophole, the surrogate ad, for a generation fluent in memes, satire, and scroll culture.
Designed for digital natives who thrive on internet irony, BGMI Drops turns the surrogate advertising trope on its head, not concealing its message but embracing and celebrating it. The campaign transforms iconic BGMI elements into parody FMCG brands, complete with a digital storefront, short films, and an Easter-egg treasure hunt for fans to explore.
Each fictional product features its own glossy, over-the-top commercial – directed by Akimbo (Mandakini Menon and Bopanna MG) and produced by Potli Baba Mediahouse, blending cultural satire, absurdist humour, and nostalgic nods to classic Indian advertising.
The campaign extends into an interactive digital experience at trybgmi.com, a parody storefront where fans can “shop” physical manifestations of in-game items, discover hidden references, and join in on the collective inside joke.
KRAFTON India associate director – marketing and product Srinjoy Das said, “BGMI has always set the tone for pop culture in 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.”
