Mahindra Automotive has taken an innovative leap by introducing its electric SUV, the BE 6, into the virtual universe of Battlegrounds Mobile India (BGMI). This collaboration, a first for an Indian automaker, combines the adrenaline of online gaming with the excitement of cutting-edge electric vehicles.
What makes this partnership special? Beyond promoting the newly launched BE 6, it aims to engage the youth, who often influence significant family purchase decisions.
The Mahindra BE 6: A Quick Overview
Launched on January 7, 2025, the Mahindra BE 6 is priced competitively between ₹18.90 lakh and ₹26.90 lakh. With its electric origins, this SUV is the latest addition to Mahindra’s growing lineup of EVs. By entering the BGMI universe, the BE 6 becomes more than just a car—it’s an experience.
Mahindra BE 6 X BGMI: Collaboration Highlights
- How It Began
This partnership dates back to January 2024, when Krafton first proposed the idea at an industry event. Recognizing BGMI’s strong Indian audience, Mahindra decided to spotlight their electric range. By mid-2024, the BE 6 was chosen as the perfect vehicle for the venture. - Target Audience
With a target group aged 18 to 34, Krafton believes this collaboration will excite gamers and automobile enthusiasts alike. As Siddharth Merrotra, Krafton’s head of business development, remarked, this partnership is unique in offering a real-world prize to a lucky gamer.
Gaming Meets Innovation: BGMI In-Game Features of the BE 6
Starting January 16, 2025, players can:
- Interact with the BE 6 in BGMI’s virtual world.
- Complete missions at the ‘Mahindra BE 6 Exchange Centre’ to collect ‘Nitro Wheels.’
- Redeem these wheels for ‘Mahindra Event Crates’ containing exclusive in-game items inspired by the BE 6.
Players can further showcase their creativity by making a 10-30 second video featuring the BE 6 in BGMI. These videos can be uploaded on Instagram or YouTube using the hashtags #BGMIxMahindra and #UnleashTheCharge.
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Beyond Gaming: Real-World Rewards
In a gaming-first move, this collaboration offers players the chance to win a real Mahindra BE 6. This bold step highlights Mahindra’s confidence in reaching an audience that bridges virtual engagement with real-world action.
Why This Collaboration Matters
This isn’t just about promoting a car—it’s about creating meaningful connections. Veejay Nakra, president of Mahindra’s automotive division, explains the strategy: “We want the young BGMI gamers to influence the family’s buying choice.”
For Krafton, this partnership is a testament to its commitment to delivering engaging, localized content. As Merrotra notes, “We thought why not do an India-specific move when BGMI is catered to Indian gamers and audiences.”
Metrics and Marketing Strategy
Mahindra and Krafton have kept specific performance metrics under wraps, but the collaboration’s digital-first approach ensures it reaches both gaming enthusiasts and potential EV buyers. Despite its grand scope, this campaign will not extend to television.
Merrotra explains: “We’re very, very strong digitally. It is how we connect to the brands which are not related to the gaming audience and reach out to a larger subset of people who probably don’t play the game.”
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Conclusion
The BGMI x Mahindra BE 6 collaboration isn’t just a promotional activity; it’s a bold experiment in cross-industry innovation. By merging the worlds of gaming and electric vehicles, Mahindra and Krafton have set a new standard for partnerships in India.
Whether you’re a gamer, an EV enthusiast, or both, this collaboration offers something exciting for everyone. So, grab your gear, hit the virtual battlegrounds, and get ready to Unleash the Charge!
