Conceptualized by 22feet Tribal WW.
Mumbai: KRAFTON India has redefined the boundaries of gaming with its groundbreaking campaign for Battlegrounds Mobile India (BGMI), executed in collaboration with 22feet Tribal WW. The campaign centered around “India’s Biggest In-Game Wedding,” celebrated the real-life love story of BGMI players Tanupreet and Jaspreet, showcasing the game’s power to forge meaningful relationships.
With more than 200million gamers, BGMI is more than just a mode of entertainment; it’s a vibrant phenomenon that brings joy, camaraderie, and even sparks of friendship and love. Our campaign invites everyone—gamers and non-gamers alike—to discover BGMI through the eyes of those who’ve built real connections and unforgettable memories together.
At the center of it all were Tanupreet and Jaspreet, a young couple from Meerut who first met while playing BGMI and fell in love through the game’s built-in social features. Transforming match-making into matchmaking, BGMI celebrated their journey through a three-day virtual wedding extravaganza — complete with Mehendi, Sangeet, and a Grand Shaadi celebration, with fans invited to join the festivities through a heartwarming wedding video premiering on BGMI’s Instagram on April 11, 2025.
BGMI has also extended the celebration to its 200M-strong community with the launch of the ‘Shaadi Duo’ event, inviting players across India to team up, earn rewards, and explore its ‘Synergy, Connection Requests, and Love’ features that brought two gamers together for life.
The campaign resonated deeply, sparking conversations across social media and showcasing the cultural relevance of gaming in India. The wedding festivities featured custom BGMI-themed outfits by renowned designer Ritu Beri, a virtual Sangeet performance by singer Benny Dayal, and even playful FOMO posts from celebrities like Karan Johar and Olympic gold medalist Neeraj Chopra.
“Gaming today is not just about playing – it’s about belonging” said Srinjoy Das, Associate Director and Lead of Marketing at KRAFTON India. He added “This is one of our most emotional and culturally rich campaigns yet that brings together fashion, music, relationships, and storytelling all inside a game. It’s a wedding – but also a powerful metaphor for how gaming brings people together.”
“BGMI gave us more than just a game – it gave us each other,” shared Tanupreet and Jaspreet. “From random team-ups to a real bond, we never imagined it would lead to this. To be married inside the game that introduced us is beyond special.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “It’s not often you see such a strong impact on community and culture. And yet only one aspect of the BGMI influence is spoken about. We wanted to show that BGMI is not just a game, it’s a platform where the community connects. And what better connection to celebrate than love.”
BGMI has successfully redefined what gaming can mean for the next generation — turning lobbies into memories and missions into milestones.
Links to film:
Link to the assets: