In the ad, Chopra surprises viewers by effortlessly using gaming lingo, skillfully bridging his real-world athletic expertise with the virtual world of BGMI. As the scene builds to its peak, his clever response leaves both the interviewer and his sidekicks visibly stunned, capturing their reactions as they recognize his gaming prowess.
The ad’s playful tone, combined with Chopra’s seamless shift between sports star and gaming enthusiast, has resonated widely, with fans applauding BGMI’s relatable and engaging approach. This latest campaign aligns with BGMI’s expansive marketing strategy, which has focused on high-profile collaborations and celebrity endorsements. Over the past year, BGMI has joined forces with blockbuster movies, top cricket teams, and an ever-expanding lineup of influential personalities, underscoring its commitment to staying closely connected with its audience.
Most notably, BGMI announced a partnership with the Prabhas-starrer Kalki 2898 AD, positioning the game as the film’s official gaming partner. This collaboration is indicative of the brand’s ambition to expand its reach beyond the traditional gaming sphere and tap into wider entertainment and cultural touchpoints.
Additionally, BGMI boasts a formidable lineup of brand ambassadors, including the actor Ranveer Singh, who has been associated with the game since September 2023. More recently, the brand welcomed Bollywood superstar Deepika Padukone as its newest ambassador, further solidifying its star power.
Another high-profile move that highlights BGMI’s desire to align itself with some of the nation’s most beloved sporting icons and institutions is the game’s partnership with the Indian Premier League (IPL) franchise Mumbai Indians, announced in March 2024.
These strategic alliances and celebrity endorsements are part of BGMI’s larger marketing offensive, as the game seeks to establish itself as the premier mobile battle royale experience in the Indian market.
This comes at a critical juncture, as the Indian mobile gaming industry is poised for exponential growth, with the market size expected to reach $9.9 billion by 2032, according to a report by the IMARC Group.
It’s worth noting that BGMI has managed to amass more than 199 million downloads in India as of December 2023, an impressive feat considering the series of troubles the game has faced with authorities in the past, such as the initial ban of the original PUBG Mobile and then the 2021 ban of BGMI.
However, the battle royale space itself is highly competitive, with major players like Garena’s Free Fire, which boasts over a billion downloads worldwide, and Call of Duty Mobile, which has surpassed 600 million downloads globally, vying for the attention of Indian gamers.
One wonders, will BGMI’s aggressive marketing approach, blending entertainment, sports, and popular culture, truly help the game cement its position as a cultural touchstone and appeal to a diverse audience? The brand is certainly making significant efforts to captivate players through cheeky advertising campaigns and high-profile partnerships.