Every year, Manifest aims to put Indian agencies that enter the Cannes Lions International Festival of Creativity on the world's radar, even before the festival kicks off with its 'Cannes Contenders' series.

Last year, Indian agencies submitted a total of 982 entries for the festival and won 32 Lions.

We continue this year's series with 22feet's entries for the festival. 

Here is this year's entry:

Battlegrounds Mobile India (BGMI) | Krafton Inc 

Categories entered: Creative Strategy

Battlegrounds Mobile India (BGMI), one of India’s leading gaming platforms with a community of over 200 million gamers, identified a key cultural challenge: while gamers deeply valued the platform, non-gamers — especially parents — viewed gaming as isolating, childish, and disconnected from real life. 
 
To challenge this perception, BGMI turned to one of India’s most celebrated cultural institutions: weddings. The brand discovered a real-life gamer couple — Jaspreet and Tanupreet (known in-game as OnFireXVeronica and OnFireXHades) - who met, fell in love, and decided to get married after connecting through BGMI. 
 
This inspired 'The Great In-Game Wedding' - a first-of-its-kind virtual wedding experience hosted inside BGMI, designed to merge Indian wedding culture with gaming culture. The campaign transformed BGMI from a perceived distraction into proof of emotional connection, community, and modern relationships. 

Also read:

Cannes Contenders 2026: Havas Creative India

Cannes Contenders 2026: Dentsu Creative India