Overview (4 Key Highlights)
- Mahindra collaborates with BGMI to create a one-of-a-kind BE 6 in-game experience
- Over 60 days of gameplay reached 230 million gamers across India
- Real-world giveaway of a custom BGMI-branded Mahindra BE 6 to contest winner Mia Joseph
- Campaign achieved 400M+ digital impressions and massive engagement on Instagram and YouTube
Introduction
What happens when India’s most loved mobile game meets one of its most futuristic EVs? You get a campaign that doesn’t just trend—it transforms the landscape of how brands engage with fans. That’s exactly what unfolded as Mahindra Electric and KRAFTON’s BGMI (Battlegrounds Mobile India) teamed up for a first-of-its-kind collaboration. At the heart of this digital-to-reality crossover was the Mahindra BE 6—an electric SUV that seamlessly drove from the virtual battlegrounds of BGMI to the real world, turning players into petrolheads and fans into family.
The 60-Day BE 6 BGMI Challenge
For two months, gamers were dived into a uniquely crafted in-game world built around the Mahindra BE 6. This wasn’t just a promo—it was an immersive campaign that made the BE 6 feel like a part of the BGMI universe.
Key in-game highlights included:
- A custom-designed viewing zone where players could digitally explore the BE 6 from every angle
- A slick, integrated promotional video right inside the game
- The BE 6 made available as an in-game vehicle—one that millions chose as their virtual ride
- High-impact banner placements nudging gamers to join the real-life giveaway
As the gaming community explored, raced, and battled their way through BGMI’s virtual terrain, the BE 6 became more than just a car. It became a symbol of power, style, and innovation—both in the game and beyond.
A Real-World Reward for a Virtual Battle
And then came the plot twist that took this campaign to legendary status—Mahindra announced that one lucky participant would win a real, one-of-one Mahindra BE 6, completely wrapped in BGMI-inspired design.
On 24th July 2025, at Mahindra Eram Motors in Thrissur, that vision became reality. Contest winner Mia Joseph drove away in her custom-made BE 6—the only one of its kind in the world.
The vehicle wasn’t just special—it was a collector’s dream, built to echo the BGMI spirit in every detail:
| Exclusive Design Features | Description |
|---|---|
| Krafton BGMI Badge | Placed boldly on the boot and passenger-side door |
| In-Game Decals | Iconic lower-door graphics inspired by popular BGMI elements |
| Windscreen Custom Badge | Unique, custom badge for a bold and exclusive identity |
| “Lone Survivor” Rear Insignia | Symbolizing the ultimate victory in BGMI’s battleground |
This wasn’t just a prize. It was a real-world statement of Mahindra’s vision and BGMI’s community power—brought to life with wheels.
The Digital Buzz That Took Over the Internet
Beyond the game and the giveaway, this campaign created waves across India’s digital ecosystem. With a gaming community of over 230 million players, the reach was massive—but what stood out was the engagement.
Here’s how the numbers stacked up:
- 400+ million digital impressions on Instagram and YouTube combined
- Over 600,000 engagements on Instagram posts and reels
- Backed by 25+ top gaming influencers, sparking viral momentum
- Limited edition in-game BE 6 collectibles—including themed backpack, pan, parachute—added an extra layer of excitement
This wasn’t just an auto campaign. It was a pop-culture moment. One where gamers, EV enthusiasts, and digital natives all collided in a shared celebration of technology and imagination.
Conclusion: A New Chapter in Brand x Gamer Culture
In a world increasingly shaped by immersive experiences and digital communities, this collaboration between Mahindra and BGMI marks a new chapter. It goes beyond a marketing strategy—it’s a reimagination of fan engagement.
The BE 6 now stands as a symbol not just of future mobility, but of how real-world brands can live and breathe inside virtual spaces. For Mahindra, it was about pushing boundaries. For BGMI, it was about giving gamers something unforgettable.
And for everyone watching? It’s proof that the future of brand storytelling has arrived—and it’s electric.