Battlegrounds Mobile India (BGMI), KRAFTON’s battle royale mobile game for the Indian market, is calling for social agency pitches for 2027.
Raunak K, senior marketing manager at KRAFTON, announced the development in a LinkedIn post, writing, “BGMI is looking for a social agency for the year 2027.”
BGMI has previously collaborated with agencies on campaigns and creative initiatives. In late 2025, the game partnered with DDB Mudra Group for The Great In-Game Wedding, which recreated a traditional Indian wedding within the game. In April 2025, KRAFTON India and Enormous launched Everybody Loves a Good Fight, an advertising campaign for BGMI.
The brand has also explored AI-led experiences through BGMI Career Mode, an AI-powered psychometric platform developed in partnership with Aeos Group and Leo Burnett India.
These initiatives were built by KRAFTON India’s in-house creative and product teams, highlighting the company’s mix of external agency partnerships and internal capabilities.
Launched in 2021, BGMI has crossed 260 million cumulative users. The game has also featured brand integrations with companies such as Royal Enfield, Mahindra, Hero MotoCorp and PepsiCo.
KRAFTON has expanded its advertising operations in India through KRAFTON Ad Platform India (KADP India), which manages in-game advertising for BGMI, including inventory planning, campaign delivery and optimisation.
IMPACT reached out to KRAFTON for a comment but had not received a response at the time of filing.
