New Delhi: Indian film, music and sports stars are actively exploiting their weddings through diverse partnerships. While many celebrities are persuading brands to sponsor clothing, jewelry or venues, actress Parineeti Chopra and playback singer Neha Kakkar have forged alliances with music labels to produce special wedding songs. Separately, actors Nayanthara and Richa Chadha are working on making feature-length documentaries around their wedding.
In addition, it is now common practice to share exclusive wedding photos with the public. While the appeal of letting audiences into a celebrity’s life fuels such deals, industry experts say celebrities see these partnerships as a way to maintain their relevance in the public eye.
Depending on the specific services, industry experts can assume that such offers are between ₹1.5 crore to ₹10 crore. “Celebrities assume they are popular faces and create enough publicity for these events that are clearly not intended to be private. Content related to the wedding can be created, such as images, video footage or songs, up to a film, a music album or a documentary. The advantage is that production costs are technically negligible,” said Saurabh Uboweja, managing partner at BOD (Brands of Desire) Consulting, a management consulting firm.
At the same time, key expenses such as venue or destination, photographers and videographers, clothing and jewelry often come either with significant discounts or as part of barter deals where the company can announce on its social media that it helped with the wedding.
Inspired by Hollywood trends, their strategy revolves around securing exclusive rights to wedding content, piquing fan curiosity and leveraging the event to drive engagement, website traffic and overall performance metrics, according to Mitesh Kothari, co-founder and chief creative officer to increase at the digital agency White Rivers Media.
Celebrity weddings offer a variety of monetization opportunities, including broadcast and photo rights, exclusive interviews, merchandise and more, with prices varying widely depending on factors such as celebrity status and media demand, ranging from thousands to millions of dollars, said Sushmita Sinha, associate director. Key accounts at TheSmallBigIdea, a digital and social media marketing agency. These tariffs are subject to individual negotiation and market conditions and offer celebrities flexible and lucrative income opportunities.
“Various companies strategically benefit from celebrity weddings, including media companies, television networks, digital media, brands, event planners, security firms, merchandisers, venues, streaming platforms and NFT platforms. They employ specific strategies to maximize their objectives, such as exclusive reporting, tailored content, recommendations, privacy management, merchandising and more,” said Sinha.
Celebrity weddings have always been a big draw around the world and the trend comes from Hollywood, media industry experts point out.
“This is now institutionalized, with media companies bidding for exclusive viewing and broadcast rights. In India, where the entertainment industry is large and diverse, this trend was bound to follow. It’s entirely possible that India has a lot more to offer than just pictures and videos for sale. The two celebrities in question will have individual brand values in the market, but as a couple, their collective brand value increases exponentially. “This is because famous couples appear together in advertising and promotional products,” said Nidha Luthra, managing director of advertising agency Thought Blurb Communications.
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