BATTLEGROUNDS MOBILE INDIA (BGMI) has launched a new satirical campaign called BGMI Drops, created in collaboration with creative agency Talented. The campaign twists the concept of surrogate advertising, turning it into a pop culture spoof tailored for meme-savvy, internet-native audiences.
Instead of masking intent like traditional surrogate ads, BGMI Drops openly embraces it. Popular in-game items like helmets, energy drinks, and pans are reimagined as parody FMCG brands. Each product has its own commercial, directed by Akimbo duo Mandakini Menon and Bopanna MG and produced by Potli Baba Mediahouse. The films mix nostalgia from old Indian ads with cultural satire and absurd humour.
The campaign extends to a fake online storefront – trybgmi.com – where users can “shop” spoof products, find Easter eggs, and explore hidden references. The idea is to make the audience part of the joke rather than just viewers.
Srinjoy Das, Associate Director of Marketing & Product at KRAFTON India, said the campaign speaks in the true language of BGMI players – meme-driven, referential, and designed for community participation. Talented’s creative team added that instead of hiding intent, the campaign proudly showcases it, inviting fans to decode the subtext.
Currently, films for BGMI Energy Drink, BGMI Helmet, and BGMI OnlyPans are live on social media.