Bengaluru, October 5th 2025 – BATTLEGROUNDS MOBILE INDIA (BGMI) and creative agency Talented have teamed up for ‘BGMI Drops’ a tongue-in-cheek campaign that reimagines India’s most notorious ad workaround, the surrogate ad, for a generation raised on memes, satire, and scroll culture.
Watch the video here: https://www.instagram.com/p/DQeUI34DLJA/
Crafted for digital natives fluent in internet irony, BGMI Drops turns the surrogate format inside out – not hiding intent but celebrating it. The campaign takes iconic BGMI elements and turns them into parody FMCG brands, complete with a digital storefront, short films, and an Easter egg treasure hunt.
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, 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.”
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. Because in 2025, the best campaigns don’t just break the fourth wall they make you part of the joke.
Catch the campaign in action through these films: BGMI Energy Drink, BGMI Helmet, and BGMI OnlyPans
