DDB Mudra has landed a prestigious Cannes Lions 2025 shortlist in the Brand Experience & Activation Lions category for its ground-breaking campaign ‘Great In-Game Wedding’ created for Battlegrounds Mobile India (BGMI). The campaign has been recognised in the Gaming-Led Brand Experience subcategory, marking a standout moment for Indian creativity in the global gaming narrative.
The immersive activation blurred the lines between virtual and real, as BGMI staged a full-scale wedding ceremony inside the game — a first-of-its-kind brand experience that resonated deeply with the gaming community and wider youth culture. The campaign cleverly combined elements of tradition, community, and digital innovation, making it a cultural talking point.
This Cannes shortlist adds to several others earned by DDB Mudra for the same campaign across the Gaming category, showcasing the agency’s dominance and innovation in this emerging vertical.
‘Great In-Game Wedding’ now competes alongside international heavyweights such as:
- ‘Fizzooka’ by BBH London for Mentos (UK)
- ‘KFC Auto Grand Prix’ by PS21 Madrid for KFC (Spain)
- ‘Pizza WRMR’ by Leo Toronto for Pizza Hut Canada (Canada)
- ‘Telus GamerX’ by Rethink Toronto for Telus (Canada)
- ‘Body Swap’ by AKQA for Netflix, spanning Auckland, Melbourne, and São Paulo
The Brand Experience & Activation Lions celebrate creative solutions that drive interaction, engagement, and participation — especially where the experience becomes the brand. By weaving a culturally rooted celebration like a wedding into the fabric of a massively popular battle royale game, DDB Mudra has redefined how brands can connect with next-gen audiences in gamified spaces.
Winners will be revealed later this week at the festival in Cannes.
