With numerous automotive brands hopping on to the “lifestyle” bandwagon, Mahindra might just have struck gold In an innovative cross-industry collaboration. KRAFTON India and Mahindra have brought a fresh dimension to gaming by allowing players to drive the Mahindra BE 6 electric SUV in BATTLEGROUNDS MOBILE INDIA (BGMI). Starting January 16, 2025, players will get a chance to drive the sporty BE 6 virtually.
“Through this venture, we aim to connect with India’s vibrant and tech-savvy community, bringing the thrill of electric mobility into the virtual and real worlds,” remarks Veejay Nakra, President - Automotive Sector at Mahindra & Mahindra Ltd. “This partnership is about creating a confluence of gaming and real-world innovation,” says Seddharth Merrotra, Head of Business Development at KRAFTON India.
The integration of the BE 6 into BGMI is unlike any other partnership and underscores a shift in how brands are reaching tech-native audiences, blending lifestyle, technology, and entertainment. With BGMI’s massive fanbase of over 200 million downloads in India, this venture is poised to drive engagement for both the gaming and automotive industries, while creating unparalleled recall for the upcoming EV that went on sale yesterday January 16, 2025 with test drives commencing across six major Indian cities.
What truly sets this collaboration apart though is its real-world incentive. BGMI players can compete to win the actual Mahindra BE 6 electric SUV by participating in exclusive in-game missions. Players need to collect Nitro Wheels, unlock Mahindra Event Crates, and create short videos featuring the BE 6 in BGMI. These entries, tagged with #BGMIxMahindra and #UnleashTheCharge on Instagram or YouTube, could land one lucky gamer the keys to a real BE 6. The collaboration promises exclusive items, including Quantum and Chrono Charge suits, Volt Tracer Gun, and a Neon Drop BE6 Parachute, among others. This exciting offer not only amplifies player engagement but is also expected to set social media abuzz just like Gaurav Gill drifting the EV to introduce it to the world.
There’s no denying that the Mahindra BE 6 with its sporty aesthetics and cutting-edge technology makes for a slick ride in the game. Built from the ground up on Mahindra’s INGLO architecture and powered by MAIA, touted as the fastest automotive intelligence platform, the deliveries for Mahindra's BE 6 electric SUV are set to begin between February and March 2025. Test drives have already commenced in select cities since January 14, 2025, with a phased rollout expanding to additional locations by February 7, 2025. The BE 6 is priced between ₹18.90 lakh and ₹26.90 lakh (ex-showroom, pan-India). It offers two battery options: a 59 kWh pack delivering 231 PS and a 79 kWh pack producing 286 PS, both providing a torque of 380 Nm. The claimed MIDC range is 535 km for the 59 kWh variant and 682 km for the 79 kWh variant.
