Brands go all out on influencer collabs as Rs 6.5 lakh cr wedding season unfolds

India’s grand 45-day wedding season has arrived, and this year, it is not just couples tying the knot who are celebrating. Brands across categories are going all out with creative influencer-driven campaigns to tap into what is often called India’s biggest social festival. From fake weddings and quirky pop-ups to bite-sized micro-dramas, marketers are finding new ways to capture the “shaadi spirit” and make their products part of India’s wedding conversations.  

Zepto and Britannia fake wedding invite

Taking the lead, Zepto and Britannia hosted “The Great Indian Fake Shaadi” in Delhi’s Chhatarpur. More than 100 influencers covered the event in real time, flooding social media with reels, photographs, and behind-the-scenes snippets from the festivities.

Britannia, the title sponsor of the event, led the baraat, while the celebration featured a Pure Magic-themed wedding procession followed by a flash mob set to Bingo!’s Tedhe Medhe Bhojpuri anthem. The lineup of brand-led moments continued with Shaadi.com adding humour through a digital roast by its founder Anupam Mittal, and Manforce Epic Condoms introducing a cheeky “vibrating bed” installation that drew plenty of attention.

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The event was co-powered by an impressive list of brands including Nivea, Haldiram’s, Bingo Tedhe Medhe, Manforce Epic Condoms, Shaadi.com, Close Up, ITC Fabelle, and Minimalist. Even wedding startup Meragi came onboard to curate the unique event experience. Supporting partners included Hershey’s, SUGAR, Wildstone, and Rebound – Detox Shot.

Chandan Mendiratta, Chief Brand Officer at Zepto, described the campaign as an effort to capture the cultural pulse of the season. “The fake shaadi trend isn’t just a meme anymore, it’s a cultural moment. We wanted to build a memory structure for the biggest festival of the country, the shaadi season. With over a hundred creators turning every moment into content, it was an evening of food, festivities, and fun,” he said.

Siddharth Gupta, General Manager of Marketing at Britannia, echoed the sentiment. “The Great Indian Fake Shaadi was a fun and unexpected way to kick off the wedding season. Guests experienced our new indulgent choco creations, bringing alive The New Temptation—a proposition that turns every bite into an irresistible delight and makes indulgence truly memorable,” he said.

According to Praveen Khandelwal, Secretary General of the Confederation of All India Traders (CAIT), the boom reflects India’s buoyant consumer mood. “The rise reflects higher disposable incomes, inflation in precious metals, and growing consumer confidence after a record-breaking festive season,” he said.

CAIT has projected a record Rs 6.5 lakh crore in spending from an estimated 46 lakh weddings taking place between November and mid-December, with Delhi alone contributing Rs 1.8 lakh crore from 4.8 lakh weddings. 

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

Myntra’s 6-part micro-drama

Fashion and lifestyle giant Myntra took a storytelling route this season with Myntra Mohalla, a six-part micro-drama series that celebrates the chaos and colour of small-town weddings. The series follows a group of relatable characters in a Tier-2 neighbourhood as they prepare for a wedding in their mohalla, each juggling fashion dilemmas, family quirks, and love stories.

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The micro-series, featuring popular digital creators like Yuvraj Dua, Chandni Bhabhda, Khushaal Pawaar, and Govind Menon, captures the emotion and energy of Indian weddings while subtly showcasing Myntra’s wide range of affordable wedding styles. With over 10 lakh designs priced under Rs 499, the platform aims to make wedding fashion accessible and effortless for everyone.

Abhishek Gour, Senior Director of Marketing at Myntra, said the series was created to reflect how weddings have become a collective celebration of style and self-expression. “The wedding season in India is more than an event, it’s an emotion that brings people together in celebration, style, and self-expression. Myntra Mohalla captures that spirit through endearing storytelling while highlighting how Myntra’s collection makes wedding shopping fun, easy, and affordable,” he said.

Kushager Tuli, President of Tilt Brand Solutions, the creative agency behind the campaign, added that the format was designed to connect deeply with Myntra’s audience. “Set against the backdrop of a small-town mohalla with an upcoming shaadi, these bite-sized, binge-worthy reels bring fashion, fun, and festivity together. The idea was to take Myntra to fresh audiences in its core markets while organically weaving in brand cues,” he said.

The campaign’s humorous and heartwarming tone has resonated with audiences online, positioning Myntra not just as a shopping destination but as a brand that understands the emotional rhythm of India’s wedding season.

Close Up adds sparkle to smiles

Close Up took the creative route to another level by introducing a pop-up gemstone booth at one of Delhi’s wedding-themed events. Visitors were invited to add tiny gems to their teeth, creating what the brand dubbed a “tooth gem” look. The installation quickly went viral, becoming one of the most talked-about experiences of the season.

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The idea was simple but eye-catching. Close Up, already known for its toothpaste that promises a whiter, brighter smile, added a new layer of confidence and style. The campaign captured the attention of influencers who flooded Instagram with smiling selfies showing off their sparkling gems. The quirky concept positioned the brand not just in the oral care category but in the fashion accessory space, making it one of the most unconventional campaigns of the season.

Read On: Long-term partnerships over quick campaigns: Is creator economy undergoing a big shift?

Eno’s ‘Buffet Baazi’

As food remains at the heart of every Indian wedding, Eno, from Haleon (formerly GSK), tapped into this connection with its campaign Buffet Baazi. Instead of using influencers merely to promote the brand, Eno turned them into integral parts of the storyline.

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Speaking on the campaign, Bineet Jain, Category Head – Digestive Health, Haleon India said, "With this campaign, ENO pays tribute to the food indulgence that symbolizes the abundance, joy and hospitality at every Indian wedding, through the portrayal of various characters at a wedding buffet. ENO understands the joy uninterrupted ‘Buffebaazi’ and wants to ensure that nothing comes between you and the feasting – not even acidity.”

The brand has released reels in paid partnership with six comedy creators including Sunil Grover. The reels have reach over 20K, 30K views. 

Read On: Fake Weddings: Passing fad or the next big fat desi phenomenon?

Indriya wedding-ready jewels

Adding a touch of luxury to the season, Indriya by Aditya Birla joined the wedding rush with a campaign urging consumers to “shine their brightest” at their best friend’s wedding. The brand showcased its wide range of jewellery, from gold and polki to diamonds, positioning its stores as the ultimate destination for festive and wedding shopping. With over 20,000 designs available across major cities including Delhi, Mumbai, Jaipur, and Hyderabad, Indriya tapped into the emotional and aspirational side of the wedding season.

Lifestyle, beauty, and fashion creators are in peak demand. From bridal makeup artists and decor stylists to comic couples and luxury influencers, brands are banking on their storytelling to drive festive engagement. Markets expect collaborations around couple reels, traditional wear trends, and regional wedding aesthetics.