Urban India has been in some sort of celebrity mania for quite some time now. When people
should actually be focusing on their own lives instead of following the celebrities,
there has been an enormous craze for the following- “Who danced for whose
wedding, who wore what clothes, who was uninvited, who gifted them what,
wardrobe malfunction, who was jealous of whom and so much more…that’s the
collective IQ of the society we live in” – Datta Prasad Shetkar, Bran
Consultant.
From 2017 to 2019, we
have witnessed a trail of celebrity weddings. The whole trend began when the
first wedding that took place on December 11, 2017 between Indian Cricketer
Virat Kohli and Actress Anushka Sharma. They were followed by Sonam Kapoor and
Anand Auja, Meghan Markle and Prince Harry, Deepika Padukone and Ranveer Singh,
Priyanka Chopra and Nick Jonas, Isha Ambani and Anand Piramal, and finally the
recent one on March 9, 2019 Akash Ambani and Shloka Mehta.
Daily News Analysis
of India states in a survey conducted by a private data analytics that 79 per
cent of the respondents have said that the craze of the ‘big fat Indian
weddings’ is inspired by celebrities.
There is a huge
expenditure on every angle from clothes to parties and perfection. With
celebrities having their family and friends spread across the globe, different
receptions and parties had to be conducted several times. Also, keeping up to
the standard by being the best wedding of the year, these celebrity weddings
have crossed budget in spending millions for theirmagical day. But apparently
the sad fact is that the personal promise day between two soul-mates has become
a commercialized show for the rest for the world.
According to Trusha
Panvelkar, a young entrepreneur who understands the Page 3 glam says, “Today we
see celebrity weddings most of them being destination weddings with a celebrity
wedding planner and huge money and power show. Such weddings have taken away
the charm of this sacred institution with marriage becoming only a competition
and a galaxy show.”
Dattaprasad Shetkar,
a brand consultant states that the entire vibe of celebrity weddings has
limited craziness; the very fact that these weddings are creating a buzzshows
that common people are interested in them. “For celebrities it is a normal
wedding, because everyone celebrates their big day as per the status and
wealth. I personally feel the money spent on the grand wedding ceremonies is a
waste,” Says Shetkar.
Although, it is quiet
prominent that with the matrimonial series in motion people find it interesting
and consume the celebrity news in order to have a peek at the inner story or
private lives of these celebrities. People want something to discuss, share,
and talkabout; hence they consume such news content.
With all the drama
happening in the background, the plus point is that it is the easiest way for
designers, wedding planners, event managers, and brandsto make money and
advertise their brand identity.
The amount of posts
and accounts specially created catered on the celebrity weddings are so many,
and some probably more than followers’of a celeb account on Instagram, Facebook
or twitter. YouTube is another facility that has been pouring with videos of
celebrity pictures and videos from the nuptials and reception, where fans keep
hunting until they find a video that will give them at least a tiny glimpse of
what the celebrities outfit was for their ceremony. These promotions secretly
boost the fashion sense and hunger to buy similar items like the celebrities
and have a wedding just like them.
Another issue that
follows the entire glamour drama during celebrity weddings is that such
celebrity weddings have raised the bar for wedding spending, making weddings
unaffordable and a burden on both the parties’ -bride and the groom. “People’s
expectations have gone up high and they want more show or else marriage becomes
only a gossip joint and an embarrassment for the couple and the families,” says
Trusha.
Marketing
Professional ShimontiGupta expresses, “What people do and how much they spend
on weddings are really personal choices. However its heart breaking to see such
impersonal weddings, focused on the media attention rather than the actual
commitment, vows and people coming together. But as normal people we all
indulge in glamour, gossip and glitter. I agree that people enjoy watching
other people’s clothes, celebrations etc. Whatever it is, to an extent it makes
us want excessively and exhausts people who get carried away with wanting to
live beyond their means.”
Varun
Carvalho, singer and musicians adds to the point agreeing that though these
weddings may be a feast for the fan’s eye, celebrity weddings are going over
the top and as a result the common people also want to adopt them and have
lavish and glamorous weddings. “I feel it’s a serious waste of money and that
money can be spent better especially as the couple is just starting out in
life.”
