Mahindra BE 6 to Feature in Battlegrounds Mobile India; Players Can Win a Real One

Mahindra’s recently launched Be 6 electric SUV will be a playable vehicle in the massively popular multiplayer online game Battlegrounds Mobile India (BGMI). The automaker and game publisher Krafton have announced the collaboration to coincide with the opening of bookings and the first phase of test drives of Mahindra’s new “born electric” SUV range. The BE 6 will be playable in BGMI starting when an update is released on January 16.

The car has been faithfully reproduced in-game, using actual production 3D models. Players will be able to see its design and features up-close. It will have custom graphics and sound effects. However, there are no strategic or gameplay differences in using this car as opposed to other in-game vehicles.

In addition to the car itself, other in-game items such as suits, weapons, parachutes, and backpacks will have matching branding and motifs during the collaboration period. Players will be able to unlock Mahindra Event Crates and other gifts, and there will be special missions. 

Moreover, players can win a custom-painted BE 6 SUV, matching the model used in the game. To enter the giveaway, they will have to complete missions and earn prizes, and then post a 10-30 second video showcasing the BE 6 in-game to their own social media channels and using specific hashtags. More details will be announced when the BGMI update is released.  

The two companies began working on this collaboration as far ago as January 2024, long before the BE 6 and Mahindra’s Inglo EV platform were announced. Commenting on the tieup at a press event, Veejay Nakra, President - Automotive Sector, Mahindra & Mahindra Ltd highlighted the youth-focused positioning of the BE 6 and its sporty, high-tech design. He also emphasised that Mahindra is the first Indian auto manufacturer to undertake such a collaboration. Seddharth Merrotra, Head of Business Development at KRAFTON India, called the BE 6 a “natural fit” for BGMI’s immersive environment and player profile.

With this partnership, Mahindra and Krafton are targeting young, sporty, tech-forward influencers. Mahindra says it has achieved 1.4 billion views of its digital promotion assets so far. The companies also said they will explore additional engagement opportunities in the future.