Coca-Cola, ITC & Wavemaker create unique experiences for India's first metaverse wedding

The virtual wedding took place on YUG, a Metaverse platform, on 5th Feb 2022 and coincided with the physical event held in Bhopal

e4m by exchange4media Staff
Published: Feb 7, 2022 7:08 PM  | 4 min read

Abhijeet & Sansrati from Bhopal became the first Indian couple to get married in the Metaverse. The digital avatars of the couple had their ceremony hosted on a scenic beachside venue where the guests also joined in via their digital Avatars. The wedding took place on 5th Feb 2022, 8 pm to 9 pm and coincided with the physical event held in Bhopal. Wavemaker, part of GroupM, played an instrumental role in crafting partnerships with two major brands – ITC Ltd. and for this first-of-its-kind 3D wedding on Metaverse platform. 

Guests who joined had a lot of fun activities to choose from and enjoy virtually. They could perform complex movements like dancing on the floor to greeting each other and the couple. The wedding nuptials were live-streamed inside the Metaverse for people who couldn’t join the event in person. Those who have missed the virtual event can still visit YUG’s website or download the YUG app and have a look into the videos and photos of the wedding ceremony.

The association was conceptualised, organised and executed by the media agency Wavemaker India for ITC Ltd. and Virtual stores were set up by these brands inside the platform, where any guest can come to the storefront and buy any item of their choice directly, without leaving YUG. The guests also received discounts and gift cards as return gifts. 

Talking about this industry's first event, Ajay Gupte, CEO – South Asia, Wavemaker said, “Marketing on 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.”

“As a company,, has been in the forefront of providing rich and transformative experiences for customers in the real world, through constant innovation over the last 22 years. We feel excited about collaborating in a virtual world wedding experiment that opens up immense possibilities of engagement and immersion in metaverse,” says Arjun Bhatia, Chief Marketing Officer at

“At Fabelle, we believe in making occasions memorable and experiences unforgettable with our range of luxury chocolates. Metaverse is taking the digital experiences of consumers to the next upgraded version. Fabelle is pleased to be a part of this path breaking wedding concept in the Yug metaverse and making the milestone memorable for the couple.” Said Anuj Kumar Rustagi, COO Chocolates, Confectionery, Coffee & New Businesses, ITC Ltd Foods Division.

Metaverses like Yug are a logical evolution of the current 2D Internet to an Immersive 3D Experience akin to the real world. It holds a lot of potential for the future and is progressively on the path of blurring the boundaries between the physical and virtual world. YUG is an open Platform where people can create their own experiences like Marriages, Virtual events, Exhibitions, Friends Hangout, Business Meetings and Conferences or enjoy experiences created by others. YUG team believes that by making the platform decentralised, they will transform various fields like Education, Business, Commerce and Entertainment.

Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India & Southwest Asia, said, “Innovation, experimentation, and digital acceleration are all key priority pillars for us at Coca-Cola. As a futuristic company, we are excited to be a part of this first-of-its-kind ‘metaverse wedding’ experience. This concept is at the fore of progressive digital transformation, and we are proud to have played a small part in it.”

“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 & cryptocurrency will open up in future.” says Utkarsh, creator of Yug.

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