Indian wedding from the eyes of a Marketer

Exotic cocktails on Segway, drone cameras, robot dancing, selfie stations, don’t confuse, I am referring to Indian weddings and not a technology event. Indian wedding is a solemn affair performed with grandiose. Our weddings have come a long way from a quaint affair with basics arrangements and in-home ceremony. Opulence in now the middle name of Indian weddings. In the last decade social media has induced a bizarre aspiration to transform marriage into a viral experience. Amidst loud cheering to onstage wedding rituals, people gyrating to loud Punjabi numbers and cacophonous sound of gossip, my creative marketing communications mind got unconventional idea of drawing a comparison between the wedding and a brand launch. Sounds strange! Well it won’t if you read ahead.

It fascinates me to know that over 10 million weddings happen in India every year. The wedding industry is poised to grow by 25-30 percent in 2020. I happened to attend no of them in past few days and true to my profession I quickly mapped the stakeholders and phases of a wedding and created an interesting catalog. Let us picture some of the important stages and participants in a corporate scenario. Here we go:

●       Badhai Gang = Project Management Team: To create a memorable experience, the family creates a core team of organizers representing family and relatives, who plan the detailed affairs. Family gatherings on Engagement (Sagai), Cocktail Party, Bachelorette, are curated with immense care. Quite like a corporate planning team the members research opportunity areas, come up with creative ideas and negotiate best deals. The important (read capable of virality) days are calendarized to create appropriate assets.

●       Pre-wedding Shoot = The Brand Making AV: Corporates have been boasting for decades of creating impeccable video essaying the journey of the launch, but now they have stiff competition from weddings. The trend of pre-wedding shoots has caught on over the last few years like wildfire. Designer outfits, exotic locales and mushy poses are perfect setting for unfolding the story of two strangers falling in love and waiting to tie the knot. The piece of art is proudly played on loop at the wedding to make everyone else go Aw!!

●       The Couple = New Brand: A successful brand launch is a work of many days toil. All the effort is laid on an impactful, high decibel, out of box showcase idea. From Stage split, Kabuki drop, gown mapping, life-size cutouts, celebrity endorsement, brands have tried it all. The Indian weddings have given this a happy twist. Aerial aerobatics to exchange rings, flower rain, elephants sprinkling rose water, taking pheras on Segway, all has already been a reality. In the bespoke wedding preparations, the couple is treated like a brand, their initials are carefully placed on each piece of giveaways.

●       Attending Relatives = Influencers: There scene is similar with people attending both the events. Even before the brand or couple has said anything, Instagram and facebook handles start buzzing with relevant hashtags. Photos of every rite and rituals, tagging the who’s-who, soon become viral across the town.

India is the land of Big Fat weddings. With their unique blend of glitz, hope and tradition, contemporary weddings sweep the crown of the most memorable affair. The wedding organizing genies today say, “Your Wish Is My Command” and I don’t exaggerate in saying that they make impossible possible. The brand teams can surely take a leaf from their book of ideas and “Live Happily Ever After.”