This has a nice proof if you interpret it in terms of probabilities. When $0<x<1$, $B^n_i(x)$ is the probability of $i$ successes from $n$ independent events if each event has a probability $x$ of success.
Now, suppose that in order to succeed, you need to pass two (independent) stages: step 1 has a probability $u$ of success, and step 2 a probability $c$ of success. So the chance of $i$ successes from $n$ events is $B^n_i(cu)$. On the other hand, for each possible $j$, we can compute the probabilities of having $j$ successes at stage $1$, and of those $j$ stage 1 successes, having $i$ of them be successes at stage $2$. For a fixed $j$, the probability of this happening is $B^n_j(u)B^j_i(c)$. In any given instance of $i$ total successes from $n$ events, this must happen for exactly one $j$ with $0\leq j \leq n$, hence by adding we obtain the identity $$B^n_i(cu) = \sum_{j=0}^n B^j_i(c)B^n_j(u)$$ as required.
If you now need the identity to hold for any $c,u$ and not just ones between $0$ and $1$, you can appeal to the fact that you have a polynomial identity (in two variables $c$ and $u$) which holds in the unit square and thus the polynomials are in fact identical.