The concept of matrimonial celebrations has undergone a significant transformation, today modern couples seek more immersive experiences from weddings than traditional rituals - they crave personalized experiences that reflect their uniqueness and values. Hyatt, recognizing this shift, has launched 'Perfectly Yours 2.0,' a campaign aimed at redefining wedding narratives for the contemporary couple. 

In a conversation with Pitch, Kadmbini Mittal, Regional Vice President, India & Southwest Asia, Hyatt delved into the inspiration behind 'Perfectly Yours 2.0' and its evolution from the previous edition. Mittal shares insights into the consumer trends that influenced the campaign, emphasizing the need for highly personalized and culturally rich wedding experiences, providing valuable perspectives on the industry's adaptation to the changing preferences of modern couples and offering a glimpse into the robust performance of the wedding sector for Hyatt Hotels.

Edited Excerpts

What inspired the concept behind 'Perfectly Yours 2.0', and how does it differ from its predecessor?

‘Perfectly Yours’ is a wedding offering from Hyatt aimed at new-age couples who are seeking a perfectly curated wedding experience. We wanted to show how our purpose of care translates into weddings and that’s how we came up with the idea of putting the ‘you’ in your weddings. The new initiative strives to make the wedding “uniquely yours” not just on the wedding day – but across key moments like the proposal, the wedding and beyond as well. 

Perfectly Yours 2.0 elevates Hyatt’s wedding offerings by focusing on some of the culturally rich events in Indian weddings through a trilogy of musical experiences intertwined with the captivating narrative of a modern Indian couple and their emotions as they’re taking the steps towards forever. This was achieved by bringing together some of the best homegrown artists from the country to create melodies for a celebration that transcends beyond the big day.

Could you elaborate on the consumer insights that played a pivotal role in shaping the 'Perfectly Yours 2.0' campaign?

The concept of a perfect wedding has changed immensely in the recent past. Couples are no longer tied down to just the traditional. They are more individualistic and vocal in their requirements when it comes to their big day in the limelight. We sensed the need for a highly personalised wedding that would appeal to today’s modern couples. Therefore, Perfectly Yours was born and we had been able to successfully spark conversations around how modern Indian weddings are increasingly reflective of the couple's individual characteristics and beliefs while focusing on Hyatt’s expertise in curating personalised experiences for each couple.

How does the 'Perfectly Yours' campaign align with the cultural importance of events like mehendi, sangeet, and wedding rituals in Indian weddings?

A wedding is not merely a singular event but rather a convergence of families, a celebration of love, and the embodiment of culturally rich traditions. Perfectly Yours 2.0' seamlessly integrates these cultural events with Hyatt’s offerings. We came up with a trilogy of musical experiences by homegrown artists, skilfully weaving a captivating narrative around a modern Indian couple as they journey through these pivotal moments. 

Beginning with 'Fell In Love In A Hopeful Place,' featuring Monali Thakur and Ashu Shukla, captures the couple's initial meeting at a friend's wedding hosted at a Hyatt hotel followed by their courtship. 'Shor Aur Sukoon,' voiced by Aakriti Kakkar and Osho Jain, delves into the couple's exhilarating yet nerve-wracking experience of planning their grand day as well as key events such as the mehendi, sangeet and haldi. The final song 'Dheere Dheere,' sung by Sona Mohapatra and Akkhil Sachdeva, encapsulates the couple's union as they exchange vows, embarking on a lifelong journey together. The videos intertwine Hyatt colleagues, portraying them as steadfast companions throughout the couple's romantic journey. By authentically weaving these cultural events into the storyline and showcasing Hyatt's supportive presence, 'Perfectly Yours 2.0' elevates the essence of these culturally rich Indian wedding moments.

As the wedding season kicks off, how has the industry adapted to the changing preferences and heightened expectations of modern couples?

Decision making……Today's couples are increasingly seeking personalized and unique experiences that reflect their individuality, values, and cultural nuances. Weddings are moving beyond traditional ceremonies and becoming immersive experiences. From creating unforgettable moments through interactive elements and engaging activities for both themselves and their guests to choosing environmentally conscious vendors to opting for intimate and inclusive celebrations, modern couples are aligning their big day with their values and aspirations.

At Hyatt, we have tailored our offerings to cater to modern couples’ preferences, ensuring flexibility, innovation, and attention to detail, all while staying true to Hyatt’s purpose of care. Whether it involves providing distinctive venues, crafting customized menus, orchestrating seamless event planning, or even including cherished pets in the ceremony, our objective remains consistent: putting the ‘you’ in your weddings.

Can you share how the wedding sector has been performing, particularly for Hyatt Hotels?

Hyatt hotels have long been the perfect setting for tailor-made weddings. With initiatives like Perfectly Yours, the aim has been to elevate Hyatt’s wedding offerings as per the evolving consumer preferences and bring the best of Hyatt’s legacy. This is through the finest international hospitality paired with an assortment of experiences, from innumerable culinary delights and sustainable décor options, to even including pets in the wedding celebrations. Our wedding business has witnessed immense growth in the last couple of years growing by 200% from 2019 and 50% from 2022.

What is the size of the wedding market in India and what percentage of it is organised?

The wedding industry in India is experiencing remarkable growth, with an astounding one crore weddings taking place annually, showcasing a notable growth rate of 25-30 per cent as per recent reports. The estimated value of the wedding industry stands at a staggering Rs 4.5 trillion, although precise figures may vary due to the predominantly unorganized nature of the sector. This exponential growth reflects the significance of weddings in Indian culture and the substantial economic impact it generates.