Bengaluru: BATTLEGROUNDS MOBILE INDIA (BGMI) and creative agency Talented have launched ‘BGMI Drops’, a tongue-in-cheek, scroll-native campaign that reimagines India’s notorious surrogate ad format for a generation raised on memes, satire, and internet culture.
The campaign includes three short films, a digital storefront, and a treasure trove of Easter eggs, blending nostalgia with absurdist humor. The first video organically clocked 40 lakh views within 24 hours. Fans can explore the playful digital experience on trybgmi.com, “shopping” parody products, uncovering hidden references, and participating in 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 and Aaliya Sheikh of Talented added, “Surrogate ads were once 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, said, “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 Drops is designed to be scrollable, memeable, and participatory, making fans an integral part of the joke.
