As an Indian parent however modern thinking one may be, one of the major aspects considered during a financial planning is the wedding expenses of their kids. It is more an important goal than their own retirement corpus though only after the education corpus for their children. Such is the importance attached in the mindset of the parents that the marriage expenses as a goal is in the goal sheet of every financial advisor.
This trend has continued for ages or has anything changed??? Maybe not from the parents’ point of view. But definitely from the children’s point of view. Today atleast a few of the kids do not want to burden their parents financially. While a few saved enough money to fund their own weddings, a very few have identified an innovative method for funding their weddings. A MARKETEER!!!!. A MARKETEER I REPEAT..A New Wedding idea.
Had been to a wedding recently. The wedding invite itself surprised me as it was from a well known brand.The wedding decor was beautiful , had the best of the food, the bridal wear was from a well-known brand so was the bridal jewelry. There was a counter where one could use sunglasses from a well-known brand as a prop for the guest to take their photos and take it home as party favors, guest were given expensive return gifts which included, cosmetics, skin care essentials, expensive tea, macaroons, and artisanal soaps. I was surprised at the amount of money spent on making the dream wedding come true. Maybe they could have bought a house on that money I wondered. This was until I found that the family did not spent any amount. Surprise Surprise. The entire wedding was sponsored by the brands and the money the couple saved on the wedding they actually invested in a house .But why did the brands sponsor the wedding??? The bride is a lifestyle blogger who has a huge following on the Instagram. Hence through the wedding the brands could reach out to their target customer. The blogger is an opinion leader for the followers and they look at her to know the products, brands used. Hence the blogger using the specific brand on the most important day of her life gives the brand a stamp of acceptance among her followers.
Brands like to work with people who are on the same wavelength as them. The whole brand integration made sense because it happened organically
In the old days, it was all about readership in media terms, viewership in television terms, listenership in radio terms and OTS (opportunity to see) in terms of outdoor advertising. Then those days morphed into the days of the celebrity who jumped out of the realm of Bollywood or cricket. Now the new celebrity is the blogger. Infact brands believe that blogger-followership are more solid than the cosmetic followership of celebrities.
From parents paying for the wedding to paying for your own wedding to getting others to fund your wedding, the buck has been successfully passed on.
Are the brands and the brides listening???
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