Mahindra Electric and Krafton collaborate for BGMI-branded BE 6 giveaway

New Delhi: Mahindra Electric and Krafton have concluded a joint digital activation featuring the Mahindra BE 6 SUV within the mobile game Battlegrounds Mobile India (BGMI). 

The initiative culminated in a branded vehicle giveaway, presented to the contest winner, Mia Joseph, at Mahindra Eram Motors in Thrissur on July 24.

Over a 60-day period, the event engaged BGMI’s user base of 230 million players in India. A custom in-game experience was developed around the Mahindra BE 6, including a dedicated virtual viewing zone, a promotional video integrated into gameplay, and the option for players to select the vehicle as part of their in-game journey.

Limited-edition digital items, such as themed skins, a backpack, pan, parachute, and a BE 6 car, were also part of the event.

The partnership reportedly generated more than 400 million impressions across YouTube and Instagram, with 600,000 Instagram engagements and participation from over 25 gaming influencers.

The bespoke Mahindra BE 6 vehicle presented to the winner featured several design elements inspired by the game, including a BGMI Krafton badge on the boot and passenger-side door, in-game visual decals on the lower door panels, a custom windscreen badge, and a “Lone Survivor” insignia on the rear, intended to reflect victory  in the BGMI battleground.