The big fat Indian wedding reaches the Metaverse

5 and 6 February saw a wedding each, with brands such as Coinswitch Kuber, ITC and Matrimony.com being part of the celebrations

Feb 08, 2022 04:35:00 AM | Article | Campaign India Team

The weekend of 5 and 6 February saw two Indian weddings take place on the Metaverse. 
 
On 5 February, Abhijeet Goel and Sansrati tied the knot and according to Wavemaker, this was the first Indian wedding to be held in the Metaverse. The agency got brands like ITC and Matrimony.com on board as as partners for the wedding that was held on Yug Metaverse.
 
The digital avatars of the couple had their ceremony hosted on a beach side venue where the guests also joined in via their digital avatars. The wedding coincided with the physical event held in Bhopal. Users could change their avatars, walk through the event and enjoy the dance floor as well.
 
Utkarsh Shukla, creator, Yug Metaverse, said, “Metaverse is a new concept and its adoption is still at an early stage worldwide. We wanted India to lead and be at the forefront of this technology revolution, and hence we built a Metaverse Platform, Yug, in India. The team is excited to explore the possibilities that emerging technologies like metaverse, blockchain and cryptocurrency will open up in future”.
 
Ajay Gupte, CEO – South Asia, Wavemaker said, “Marketing on the Metaverse platform is the next wave in digital marketing. At Wavemaker, we have always aimed to positively provoke our clients and create industry-first innovative work for our brands. We have built an in-house team of experts to help our clients navigate better in this domain and find the right fit to associate with metaverse events. Metaverse is still at its nascent stage and offers us huge opportunity to shape the platform that we really believe in. This is the future of consumer experience and we are all excited to ride this wave.”
 
On 6 February, a couple from Tamil Nadu hosted their wedding reception in the Metaverse. Dinesh SP and Janaganandhini Ramaswamy got married in Sivalingapuram, Tamil Nadu. This wedding also saw brands like Coinswitch Kuber and ITC involved.