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ITC’s Fabelle debuts on Metaverse with a 3D wedding
Mumbai: With the new normal setting in, platforms like Metaverse are bringing people closer than ever before. ITC’s luxury chocolate brand Fabelle Exquisite Chocolates made its debut in Metaverse over this weekend.
Fabelle was an integral part of two weddings hosted on the Yug Metaverse and the TardiVerse (metaverse wedding partner – CoinSwitch Kuber) platforms.
In a ‘first-of-its-kind’ wedding event, the groom gifted the bride a metaverse version of Fabelle Trinity Truffles Extraordinaire. The brand further integrated a metaverse version of the Fabelle Chocolates cart, where guests could choose from an array of luxurious chocolates that would be delivered to their doorstep for a delightful experience even after the wedding. The elements of brand integration were conceptualised and deployed in association with Wavemaker India, agency partner of ITC.
“Metaverse is sure to elevate the bar of virtual gathering and meetings in the next few years, and we were one of the first off the block to transition to this platform. We are delighted to make our debut into the metaverse universe, and stand by our promise of delivering unparalleled experiences,” said ITC chocolates, confectionery, coffee, and new categories – food division chief operating officer Anuj Rustagi.
The couple- Abhijeet and Sansrati tied the knot on 5 February on a Made in India platform called Yug 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 on Saturday coincided with the physical event held in Bhopal.
“Marketing on Metaverse platform is the next wave in digital marketing,” said Wavemaker CEO- South Asia Ajay Gupte. “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 a 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.”
Wavemaker India also crafted partnerships with Matrimony.com for the wedding. Talking about the 3D wedding, Matrimony.com chief marketing officer Arjun Bhatia said, “We feel excited about collaborating in a virtual world wedding experiment that opens up immense possibilities of engagement and immersion at YUG metaverse.”
Metaverse is a kind of virtual world where people can enter the digital world through virtual identity. In this virtual space, people also get a chance to hang out, shop, and meet friends. “Metaverse is a new concept and its adoption is still at an early stage worldwide. The team is excited to explore the possibilities that emerging technologies like metaverse, blockchain & cryptocurrency will open up in the future,” said Yug Metavers creator Utkarsh Shukla.
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Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
