Gillette announces BATTLEGROUNDS INDIA collaboration

Globally, Gillette has championed gaming and esports, but in India, for the first time, the brand has ventured into the space with this alliance.

Gillette India, the country’s leading expert in men’s grooming, has entered into a partnership with KRAFTON, the makers of the popular game, BATTLEGROUNDS MOBILE INDIA (BGMI), to bring limited edition grooming products to the country.

Globally, Gillette has championed gaming and esports, but in India, for the first time, the brand has ventured into the space with this alliance. KRAFTON, a leading South Korean gaming giant, has been instrumental in accelerating the growth of esports in India, with BGMI consistently being one of the top mobile games in the country.

This partnership is a delight for BGMI enthusiasts, with limited edition razors curated for the gamer. The Gillette MACH3 BGMI razor comes with a BGMI themed pop socket for better grip and easy gaming, while the Gillette FUSION5 BGMI razor has a customised handle with the iconic BGMI helmet, a collector’s item.

Gillette's collaboration with BATTLEGROUNDS MOBILE INDIA

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"Gillette has been one of the world’s most recognised supporters of sport and athletes throughout our 120-year history, and we’ve taken this heritage into the exciting and fast-growing world of esports globally in recent years," said Saurabh Bajpai, senior director and country leader, Gillette India.

"The association with KRAFTON, Inc. and BATTLEGROUNDS MOBILE INDIA is the first step in our effort to support the aspirations of young gamers in India, providing them with exciting shaving products, which are collectibles for BGMI fans."

Minu Lee, head of BATTLEGROUNDS MOBILE INDIA, added, “At BGMI, we are focused towards working with like-minded brands to create positive engagement with users. Gillette is an iconic brand, and has built massive trust and credibility with the Indian consumers. We are delighted to partner with Gillette India and reach out to millions of fans through this collaboration.”