PepsiCo India’s high-voltage energy drink, Sting®, has entered into a dynamic partnership with Battlegrounds Mobile India (BGMI), India’s most popular battle royale game. This first-of-its-kind integration combines the thrill of gaming with the zing of energy, blending the virtual and real worlds in a campaign that aims to energise both screens and shelves.
Starting today and running until 14 July, BGMI players will find Sting® as the official in-game energy drink. It offers a virtual burst of energy alongside the brand’s iconic mnemonic, aligning perfectly with the high-adrenaline nature of BGMI gameplay.
Beyond the game, fans can get their hands on co-branded Sting® X BGMI bottles, which will be available across India in retail outlets and online. Each bottle comes with a QR code directing users to PEPGenie, PepsiCo’s WhatsApp-based chatbot. Through it, consumers can access four exclusive BGMI missions, culminating in a grand final challenge. Success in this challenge unlocks limited-edition digital collectibles coveted by players.
“This partnership with Sting® goes far beyond traditional branding. It’s a bold step into experiential engagement — fusing energy, emotion, and interactivity into one seamless journey. BGMI has always stood at the intersection of technology and youth culture, and this collaboration builds on that ethos to deliver something unforgettable for our players,” said Seddharth Merrotra, Head of Business Development at KRAFTON India.
Ankit Agarwal, Director Marketing – Energy and Hydration, PepsiCo India, commented: “Gaming and energy are a natural match — both are about intensity, focus, and pushing limits. With this partnership, Sting® becomes the fuel behind epic plays and high-octane moments in both worlds. We’re excited to bring unique collaboration to life, creating a powerful link between gaming and real-world experiences for our consumers. Sting®’s unmistakable energy is now part of the BGMI universe, and we’re inviting players to take their game to the next level with every sip.”
This groundbreaking partnership reflects the evolving landscape of youth engagement and digital marketing in India. It not only exemplifies innovative brand integration but also underscores the growing confluence of gaming, content, and commerce, making everyday consumer experiences more interactive and rewarding.
