Description
BGMI DROPS In India, surrogate advertising is everywhere. Brands disguise themselves and adults learn to read between the lines. The joke is understood, but only by those it is meant for. BGMI used the same format, but changed who it spoke to. Because in surrogate ads, adults get the joke. Kids don’t. We turned iconic in-game items into real-world products and advertised them like classic Indian surrogate ads. An energy drink inspired by boost moments. A helmet built on last-second saves. And OnlyPans, a cooking film that serves up Chicken Dinner. We never showed gameplay. Players still saw the game. The campaign extended into a storefront and hidden Easter eggs that invited fans to explore and decode each drop. This time, the format wasn’t for everyone. If you didn’t get it, you weren’t meant to.
