Battlegrounds Mobile India (BGMI) has rolled out a campaign ‘BGMI Drops’, reimagining India’s most notorious ad workaround, the surrogate ad, for a generation raised on memes, satire, and scroll culture. 

Conceptualised by Talented, the campaign comprises three ad films. 

The films fuse parody products with a dose of cultural nostalgia. The films reimagine the surrogate advertising format by turning transparency into the hook. BGMI elements are reinterpreted as parody FMCG brands. At the centre are three fictional products: BGMI Energy Drink (featuring creator Vijay3Guy), BGMI Helmet, and BGMI OnlyPans.

The experience extends to trybgmi.com, a parody e-commerce site where fans can “shop” physical versions of digital products, uncover hidden easter eggs, and join in on the shared joke.

What we think about it: The films are a very self-aware take on India's surrogate ad culture, with equal parts satire, nostalgia and internet-native humour. While the concept of the film flips the old disguise trope into a meta celebration, the execution occasionally leans more on style and irony than on a clear emotional hook.

Srinjoy Das, associate director - marketing and product, Krafton India, 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.” 

Ritika Shriram, brand strategy and Aaliya Sheikh, creative, Talented, added, “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.” 

Akimbo’s Mandakini Menon and Bopanna MG, directors of the ad films, 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.” 

CREDITS:

Client: BGMI

Agency: Talented

Director: Akimbo’s Mandakini Menon and Bopanna MG

Production: Potli Baba Mediahouse