Shaadi, skins and synergy: BGMI’s campaign ups the game

Everyone loves a good love story. But Meerut-based Tanupreet and Jaspreet’s romance didn’t blossom on a film set or dating app. It unfolded amidst firefights, loot drops, and squad calls in Battlegrounds Mobile India (BGMI).

They met, bonded, fell in love, and naturally, decided to get married inside the game that brought them together. And with that, Krafton India’s marketing team saw a rare opportunity: to turn a personal player story into a culturally resonant, interactive campaign for a platform long dismissed by non-gamers as mere digital distraction.

Executed in collaboration with 22feet Tribal WW, it reframes BGMI not as a battleground, but a backdrop for bonding. The three-day in-game wedding was the centerpiece of a campaign titled ‘India’s biggest in-game wedding’, which premiered via a heartwarming video on BGMI’s Instagram on April 11, 2025.

Matchmaking, meet match-making

Tanupreet and Jaspreet—better known in-game as OnFire X Hades and OnFire X Veronica—never expected to find love on a map better known for chicken dinners than courtship. From baraat to bandwidth, the campaign had it all.

“BGMI gave us more than just a game; it gave us each other,” the couple shared. “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.”

In fact, Tanupreet was initially resistant to their budding friendship. “Honestly, I didn’t enjoy playing with her initially—she wasn’t a serious player, and I’ve always taken my game seriously,” he admitted. “But with time, I realised that no chicken dinner could match the joy of laughing with her while looting random houses. I even started ditching my regular squad just to play Duo with her.”

Their chemistry grew in quiet, comical moments that any gamer might recognise: reviving each other mid-battle, laughing at looted chaos, or sneaking off from squads for quality in-game time. “Her quirky gaming style, those unexpected stunts—it all started growing on me,” said Tanupreet.

For Jaspreet, the romance was equally unexpected. “Before the pandemic, BGMI started as a random escape. I joined just for fun,” she explained. “Two months in, my friend added me to a squad, and that’s when I met ‘the pro player’—Tanupreet. He was aggressive and focused. I was the one wandering around taking in the game’s landscapes and hoarding loot. But he started doing all those silly things with me—laughing, teaching, protecting me mid-hot drop in Pochinki as if it were straight out of an action-romance film.”

A wedding that gamers—and aunties—could attend

From the outside, a digital wedding might seem like a novelty—or a gimmick. But Srinjoy Das, associate director and lead of marketing at Krafton India, saw something deeper: a chance to redefine what gaming could mean to people, and not just players.

“This is one of our most emotional and culturally rich campaigns yet,” Das said. “It 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.”

Still, not everyone was immediately convinced. Initially, Tanupreet’s parents were bemused about how to invite their friends and families to their children’s ‘online’ wedding. Then they found a solution—they told everyone that it was a destination wedding.

But the concept wasn’t just a one-off PR stunt. The creative vision behind the campaign was built around the insight that gaming is increasingly a space for real-world connection—not just competition.

“The lens that BGMI is often viewed from is unidimensional,” said Rahul Mathew, chief creative officer of DDB Mudra Group. “The truth of the game is that it’s as much a connections network as it is a game. We could have captured stories of friendship, but we felt the ultimate connection is that of love.”

Sangeet, skins and sniper rifles

The wedding recreated all the signature elements of a great Indian shaadi—mehendi, baraat, dhol, even the food—without ever leaving the game. With help from dedicated players and in-game designers, 22feet Tribal WW worked wedding rituals into the BGMI environment while keeping the charm intact.

“I would be lying if I said it was easy,” said Mathew. “We stayed authentic, even though we were operating in two completely different worlds. But like for any wedding planning, there was lots of coffee, sleepless nights, tempers, tears, and breakdowns before the wedding bells rang.”

The visual and cultural detailing was meticulous. Custom wedding outfits were designed by Ritu Beri, and singer Benny Dayal performed a digital sangeet. Even celebrities like Karan Johar and Neeraj Chopra joined the fun via social media, posting cheeky FOMO messages about not being invited to the nuptials. 

The campaign also rolled out the ‘Shaadi Duo’ event for BGMI’s 200 million users. This allowed players across India to team up, earn rewards, and explore love-themed gameplay mechanics such as ‘Synergy’, ‘Connection Requests’, and other social features baked into the game.

Scale meets soul

Digital activations often run the risk of becoming cold or overly commercial. But in a country where weddings are community events and gaming is a rising cultural force, the BGMI campaign hit a surprising sweet spot—balancing intimacy with interactivity.

“Like any landmark wedding, some got the privilege to attend,” said Mathew. “Others joined voyeuristically through the content we put out. We followed rituals respectfully so that no one is offended. But we pushed the celebrations to the max.”

The campaign’s interactivity stayed rooted in player participation—whether that was teaming up for missions, watching the wedding unfold via social media, or simply recognising elements of their own love stories reflected on-screen.

The campaign’s impact goes beyond viral metrics or social shares. It gestures toward a larger shift in how Indian gaming brands are repositioning themselves—not just as entertainment providers, but as cultural platforms.

“Love is the expression. But the story is of connections,” said Mathew. “BGMI is today India’s most immersive social platform. And that’s a story we can continue to build on for the brand.”

Indeed, what started as a one-off love story could become a recurring brand narrative for Krafton. If executed well, these kinds of community-led, emotionally resonant campaigns can serve as cultural tentpoles that shift public perception—not just about BGMI, but gaming as a whole.

Always on the same team

As for the couple themselves? They’re staying strong on the battleground—and in real life. “From falling off the plane in Pochinki to falling in love—it’s been one beautiful drop,” said the couple. “Whether in the game or in life, we’re always on the same team. No friendly fire here, just #CoupleGoals all the way.”

In an age where the virtual often gets criticised for isolating people, this campaign offered a counterpoint—gaming, too, can be a space for love, laughter, and lifelong connection.

BGMI’s wedding wasn’t just about the bride, the groom, or even the game. It was about the unexpected ways our digital and emotional lives continue to collide—sometimes, beautifully.