In a landmark move that blurs the line between digital excitement and real-world interaction, Sting®, PepsiCo India’s high-voltage energy drink, has officially partnered with Battlegrounds Mobile India (BGMI), the nation’s leading mobile battle royale game. This innovative collaboration marks the first time in India that an energy drink has been seamlessly integrated as an in-game power-up, delivering a high-octane experience that resonates with India’s vibrant gaming community.
From May 15 to July 14, 2025, BGMI players can engage with Sting® bottles as official in-game energy power-ups, unlocking a virtual surge of adrenaline that perfectly mirrors the drink’s electrifying reputation. This partnership not only enhances gameplay but also creates a cross-platform, multisensory brand experience that bridges mobile gaming with everyday consumption.
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Sting® Becomes First Packaged Drink to Power Gameplay
This isn’t just another marketing campaign — Sting® becomes the first packaged drink in India to function as an official gaming energy boost. Within the BGMI universe, the Sting® bottle appears during gameplay, instantly increasing players’ energy stats, mimicking the rush and stamina the real beverage is known for.
This virtual presence mirrors the brand’s identity—high-energy, intense, and boundary-pushing—offering players an extra edge in high-stakes combat scenarios. The Sting mnemonic and visual elements have also been integrated into the game, creating an immersive branding moment that both surprises and excites users.
Real Bottles, Real Missions, Real Rewards
The partnership goes well beyond virtual play. Sting® X BGMI co-branded bottles will be available in physical retail and online stores across India. These limited-edition bottles include a QR code, taking consumers directly to PEPGenie, PepsiCo’s WhatsApp-based chatbot.
Once scanned, users will unlock:
- Four customized BGMI missions
- An exclusive final Grand Challenge
- Access to limited-edition digital collectibles
These collectibles are designed to be rare, time-limited rewards, enhancing not only the players’ BGMI inventory but also their real-world association with the Sting® brand. This digital-physical synergy represents a major shift in how brand activations are imagined in the gaming space.
Executive Statements: A Vision of the Future
Ankit Agarwal, Director of Marketing – Energy and Hydration, PepsiCo India, reflected on the importance of this collaboration:
“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 a unique collaboration to life, creating a powerful link between gaming and real-world experiences.”
Similarly, Seddharth Merrotra, Head of Business Development at KRAFTON India, emphasized the experiential nature of this move:
“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.”
India’s New Era of Brand Integration in Gaming
What sets this partnership apart is its multi-dimensional engagement strategy:
- In-game power-ups that influence real-time strategy and gameplay.
- On-ground retail activations through co-branded bottles.
- Digital interactivity via WhatsApp chatbot missions and exclusive collectibles.
Together, they form a 360-degree ecosystem of entertainment, utility, and brand loyalty—reshaping the marketing playbook in India’s rapidly growing digital economy.
Event Timeline
| Event Component | Dates |
|---|---|
| Launch of Collaboration | May 15, 2025 |
| End of Campaign | July 14, 2025 |
| QR Code Missions via PEPGenie | Throughout campaign |
| In-Game Sting® Power-Up | Active until July 14 |
What This Means for Gamers and Brands
For gamers, this is an opportunity to blend their passion for BGMI with tangible rewards. For brands, it’s a case study in how interactive marketing can transcend traditional boundaries.
As India continues to digitize at an unprecedented pace, this collaboration between Sting® and BGMI signals a future where gaming, commerce, and community collide in new and exciting ways.
FAQs – Sting® x BGMI Power-Up Partnership
Q1. What is the duration of the Sting® x BGMI collaboration?
A: The campaign runs from May 15 to July 14, 2025.
Q2. How can players access the Sting® in-game energy power-up?
A: Players will find the Sting® bottle as an energy boost item during gameplay.
Q3. Where can I buy the Sting® x BGMI co-branded bottles?
A: They will be available in retail stores and e-commerce platforms across India.
Q4. How does the QR code on the bottle work?
A: Scan the QR code to open WhatsApp and interact with PEPGenie to access BGMI missions.
Q5. What rewards can I get by completing the missions?
A: Players can earn exclusive, limited-edition digital collectibles in BGMI.
Q6. Is this power-up available in all game modes?
A: It’s primarily featured in specific BGMI modes aligned with the event.
Q7. Is this the first time such an energy drink is integrated into a game in India?
A: Yes, Sting® is the first packaged drink in India to become an in-game power-up.
Q8. Is there a limit to how many times I can scan the QR code?
A: Each unique bottle allows one interaction; further scans depend on new bottles.
Q9. Will Sting® remain a permanent item in BGMI?
A: No, it is part of a limited-time collaboration ending July 14, 2025.
Q10. Who can participate in this campaign?
A: All BGMI players and Sting® consumers across India.
