Wedding bells expected to ring in Rs 6 lakh crore ad blitz this season

India’s wedding season is in full swing, with an estimated 48 lakh weddings expected to take place between November and mid-December. As the wedding market continues to grow, experts predict advertising spending will rise significantly, from Rs 4.25 lakh crore last year to Rs 6 lakh crore this season.

The Indian wedding industry is one of the largest sectors in the country, valued at $130 billion—nearly double the size of the US wedding market.  This booming market is driving increased ad spends, as brands target the massive wedding audience.

While traditional media channels like television and print remain crucial for reaching wedding consumers, there is also a growing shift towards digital media. Brands are embracing new ways to engage with their audience, using social media, influencer marketing and digital campaigns to capture attention during this busy season.

While the impressive ad spends are largely driven by traditional media channels like television and print, there’s also a shift in the way brands engage with their audience—especially during the wedding season. Let's take a look at how both traditional and digital media are shaping the wedding industry.

The OOH trend and moment marketing

Take Zepto , the quick-commerce platform that recently launched a playful out-of-home (OOH) advertising campaign in collaboration with Shaadi.com. Zepto's campaign cleverly highlighted its promise of fast delivery, boasting that ethnic wear from Manyavar would be delivered in just 10 minutes. The humorous twist came when Shaadi.com responded with a tongue-in-cheek remark, joking that finding a groom takes far longer than 10 minutes. This witty comparison sparked conversations and caught the attention of passersby, thanks to its topical relevance.

“For decades, brands operated in isolation, fiercely protective of their lanes and any collaboration meant approaching the partnership with suspicion, a win-lose approach and months of planning,” wrote Shaadi.com founder Mittal on LinkedIn.

The campaign turned viral, aided by a social media interaction between Anupam Mittal, the founder of Shaadi.com, and Zepto's co-founder Aadit Palicha, who exchanged witty banter on LinkedIn. Dentsu India’s OOH agency Posterscope was behind this creative idea, which cleverly blended two different brands in a shared moment.

But the fun didn’t stop there—other brands also jumped into the conversation. Nissin Cup Noodles, Ferns N Petals, Faasos, Bold Care, CashKaro, and Zee5 Shows quickly added their own versions of the campaign to their social media feeds, proving that OOH campaigns can quickly evolve into moment marketing.

Traditional media impact

Despite the rise of digital platforms, Sumon Chakrabarti, CEO and Co-Founder of Buffalo Soldiers, believes that traditional media—especially TV—remains a powerful tool for reaching the wedding season’s key decision-makers: parents. “Because of decision makers in a family’s wedding lies primarily with the parents, spends on television during wedding season remains significant. Brands will keep utilizing TV ads, because the decision maker is more present on television than digital devices,” he says.

However, Chakrabarti also sees great potential in technology-driven advertising during wedding season. He points to innovations like augmented reality (AR), where wedding invitations come to life through personalized shoutouts and 3D animations, creating excitement for the big day. “Now, you can point your phone at an invite and boom—it comes to life. We're talking personalized shoutouts, animations, and full-on 3D vibes that give guests a sneak peek at the big day’s theme. It’s like getting courtside seats to the wedding hype, and it’s all about cranking up the excitement before the 'I do’s,'" he says.

Digital ad spends: Influencers, AR, and Nano Stars

Yash Chandiramani, Founder and Chief Strategist at Admatazz, observes a growing interest in online platforms, especially for wedding campaigns. “While we are a digital-first agency, we focus and prioritise our brands on online platforms naturally, with programmatic, influencer, and wedding aggregator websites taking the lead,” he explains. However, he’s also noticed a rise in interest for OOH advertising, particularly for fashion and jewellery brands targeting wedding shoppers.

Yash offered expert insights on media planning for wedding brands, he recommended a 60-40 budget allocation, where 60% should be directed towards brand marketing throughout the year, and 40% towards performance marketing, especially during peak wedding season. The allocation, he explained, depends on the product being sold and the timing of the campaign. Brands focused on immediate purchases, like bridal wear or accessories, should prioritize performance marketing during peak shopping times, while those in the market for longer-term brand awareness can spread their budget more evenly.

“If you're catering to products directly tied to the wedding itself, such as bridal wear or jewellery, then the performance marketing budget should be allocated primarily around May and April, as that’s when most decisions are finalized. For those in the associate category, such as wedding invitees buying gifts or accessories, spending in October and November is ideal,” he explained.

Yash also mentioned the rise of wedding aggregator websites like Wedding Sutra, WedMeGood, and Wedding Bazaar, which have become major platforms for couples seeking wedding-related services and products. These platforms are gaining significant traction and are expected to continue influencing marketing strategies during the wedding season.

Yash points out that the wedding season is more than just about the bride and groom. “In India we are so involved with weddings that it isn’t just limited to the bride and groom. If you dig in, there are millions of insights that you can use to create meaningful communication,” he says.

He gives the example of Tata AIA’s ‘Karlo Shaadi Ki Poori Taiyaari’ campaign, which humorously highlighted that while Indians tend to shop for everything from a plane to a pin, they often forget about life insurance. Strategically placed OOH boards outside wedding designer stores helped the campaign go viral.

When it comes to influencer marketing, Yash advocates for a smart blend of macro, micro, and nano influencers. “Brands are realizing that influencer-driven campaigns, especially with nano and macro influencers, are highly effective. These influencers offer authentic connections with their followers, making them valuable assets in any campaign,” he explains.

An excellent example of this strategy in action is Peter England, the renowned menswear brand from Aditya Birla Fashion and Retail, which has collaborated with Bollywood icon Karan Johar for their campaign, "The Bollywood Wedding." This partnership brings the glamour of Bollywood weddings to life, showcasing a fusion of traditional elegance and modern style.

The campaign, with Karan Johar at its helm, features playful moments as he searches for the perfect name for the collection, with suggestions like 'Dulha Sajake Rakhna' and 'Baarat Ho Toh Aisi,' capturing the larger-than-life essence of Indian cinema weddings. By leveraging Karan Johar's influence, Peter England taps into his vast following while also aligning with the cinematic charm that resonates with wedding-goers, positioning the brand as the go-to choice for modern grooms.

The Impact of Augmented Reality and CGI in Wedding Ads

Augmented Reality (AR) and Computer-Generated Imagery (CGI) are making a significant impact in the wedding industry, especially in the beauty and fashion sectors. Myntra, for example, has taken full advantage of AR with its Virtual Try-On feature, allowing users to experiment with six different makeup looks virtually. This feature, highlighted in the campaign with Bollywood actress Anushka Sharma , enables customers to visualize and personalize their wedding looks, enhancing the overall shopping experience. By offering diverse makeup styles—from the bride’s sister to the bride herself—Myntra combines both AR and an extensive range of beauty products to ensure that customers can find their perfect wedding look.

Yash mentions that while CGI is slowly catching up, AR is taking the lead, particularly with beauty brands using Instagram filters. “Beauty brands, in particular, are leveraging AR filters on Instagram to enhance user engagement by allowing customers to visualize products on themselves before purchase,” he explains.

“For brands selling in the season like jewellery or smaller purchases, ROI can be calculated through sales online or store traffic. However, for other brands, it's important to expect advertising to do what it was invented to do, that is, create salience and a memory for when the audience actually comes into market to purchase,” says Yash.

As the wedding season in India continues to evolve, the impact of advertising in this vibrant industry is undeniable. From viral OOH campaigns to immersive AR experiences, brands have captured the nation’s attention. As the year closes, industry experts predict even bigger surprises, making 2024 the year of wedding marketing innovation.