From canopy seating embellished with fairy lights and playful floral arrangements to sea plane entries and floating baraats, the upholstery of the modern day Indian wedding has been completely revamped as a result of digital innovation and the social media boom. A healthy mix of new and old, the wedding industry has broken free from age old norms, paving the way for a more personalized wedding experience. In the age of #DeepVeer and #Nickyanka the infamous wedding hashtag trend has become a milestone in wedding planning, if not one of the first few things newly engaged couples cross off their to-do list. It behaves as a constantly updated and exclusive portal with photo or video highlights, allowing everyone in attendance to share their point of view and best moments. It also gives the ones away glimpses of the celebration. This personalized touch breathes a life of its own with the #bridewedsgroom being integrated in the wedding décor, invitation cards, photo ops and so on. This encourages the invitees to mindfully post using this hashtag through the course of what typically is a three day event.
The definition of successful wedding planning has evolved to incorporate various elements showcasing the couple’s story through aesthetic and design. With unlimited access to inspiration from digital platforms; planning and execution of weddings is now a different ball game. Soft pastels as alternatives to the traditional bridal lehengas, personalized vows in addition to the Saath Pheras and the snazzy entry of the Bride’s baraat transcending former customs. Similarly, a good wedding hashtag does wonders for the couple. It behaves as an Instagram framed portal or window into the lives of the newlyweds, taking the internet by storm with anticipation built by the razzmatazz. It also serves the purpose of a modern day album that can be revisited, shared and re-shared with a single tap of the button. You know the bar has been raised when drones are swopping down and an appointed PR team is handling all the posting on D-Day.
The narrative stitched together from “She said yes!” to tying the auspicious mangalsutra to gathering at the Godh Bharai (or baby shower) is one of heartwarming celebration. To imagine this timeline being capsuled by a single hashtag is one of the wonders of the digital innovation. In fact, this innovation has tainted social media to the extent of sparking a massive demand for professionals to document and post the lives of the bride and groom. People are gravitating towards sharing stories and celebrating them! One that rejoices the union of two individuals and their families. One that honors a lifetime of companionship with vibrant colours, fun & games. With over 700 million active users on Instagram worldwide, and more than a billion people checking Facebook daily, it’s not surprising that young people are integrating social media into their wedding planning. At the end of the day, whatever the statistics may read, one thing is for certain – #TheBigFatIndianWedding is a spirited celebration with grandeur & panache like no other.