DDB Mudra, Mumbai, has opened its Cannes Lions 2025 tally with two shortlists in the Entertainment Lions for Gaming category. The agency’s campaign, 'Great In-Game Wedding,' created in collaboration with Battlegrounds Mobile India (BGMI), was shortlisted in the Community Management/Social Engagement and Cultural Engagement sub-categories.
The campaign made the cut in two sub-categories — Community Management/Social Engagement and Cultural Engagement, highlighting its dual impact: building thriving digital communities and tapping into culturally resonant storytelling within gaming spaces.
Blending the vibrancy of Indian wedding traditions with the immersive world of online gaming, the Great In-Game Wedding wasn’t just a marketing stunt — it was a celebration of how digital platforms can mirror and magnify real cultural moments. Set inside the battlegrounds of BGMI, the campaign created a full-fledged wedding experience for players — complete with virtual rituals, custom avatars in sherwanis and lehengas, and interactive baraat missions.
Cannes Lions has announced the shortlists in the Craft, Entertainment and some for engagement categories. Craft shortlist includes shortlists for Design, Digital Craft, Film Craft, and Industry Craft sub categories. Entertainment category has announced shortlists for all sub categories as well including Entertainment, Entertainment Lion for Gaming, Entertainment Lion for Music, and Entertainment Lion for Sports. Whereas only shortlists for four sub categories of Engagement have been released, including Direct, Media, PR, and Social & Creator sub categories.
The Cannes Lions Awards Shows will take place from Monday, June 16 to Friday, June 20, 2025, with more shortlists across other categories to be revealed in the coming days.
