{"id":6383,"date":"2023-12-12T17:59:00","date_gmt":"2023-12-12T12:29:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6383"},"modified":"2024-01-10T18:15:03","modified_gmt":"2024-01-10T12:45:03","slug":"brands-rewrite-their-wedding-story-for-the-2023-season","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/brands-rewrite-their-wedding-story-for-the-2023-season\/","title":{"rendered":"Brands rewrite their wedding story for the 2023 season"},"content":{"rendered":"\n

Akshit Pushkarna, Afaqs <\/em><\/p>\n\n\n\n

12 December 2023 <\/em><\/p>\n\n\n\n

The season for Indian weddings, usually spanning October to December, experienced an unusual twist due to Hindu calendar nuances this year, resulting in a shorter duration.\u00a0The unexpected shift has upended the conventional decrease in marriage ceremonies, resulting in a condensed surge of weddings.\u00a0<\/p>\n\n\n\n

A report by the Confederation of All India Traders (CAIT) anticipates Rs 4.74 lakh crore in business earnings from the 38 lakh marriages expected this wedding season, marking a historic high. In comparison, the corresponding period last year witnessed around 32 lakh weddings with total expenses amounting to Rs 3.75 lakh crore.<\/p>\n\n\n\n

This presents brands involved in the wedding business with an ample opportunity to capitalise and drive forth their business revenues for the year to come. Three key brands associated with wedding business are steering their strategies to align with the evolving preferences of Indian consumers in the lucrative wedding market.<\/p>\n\n\n\n

A more region-specific focus for Shaadi.com\u2019s marketing communication<\/strong><\/p>\n\n\n\n

In a conversation with afaqs!, Adhish Zaveri, VP-marketing, Shaadi.com, a prominent online matrimonial and matchmaking service, speaks about how digital media is more relevant for brand building for wedding-oriented businesses now, eclipsing the relevance of traditional TV and out-of-home advertising. He sees mass media serving only reminders to prompt registrations, while the primary focus shifts towards digital platforms.<\/p>\n\n\n\n

This change involves a robust regional focus within our marketing playbook, recognising the dynamic shifts in matrimonial behavior across diverse geographies<\/em><\/p>Adhish Zaveri, VP-marketing, Shaadi.com<\/em><\/cite><\/blockquote>\n\n\n\n

\u201cThis season, we have incorporated a paradigm shift in our marketing strategy, driven not only by the upswing in weddings but also by observing how Indians approach finding life partners, with nuances varying across regions. This change involves a robust regional focus within our marketing playbook, recognising the dynamic shifts in matrimonial behaviour across diverse geographies,\u201d he says.<\/p>\n\n\n\n

The campaign is driven by the company\u2019s commitment to assure individuals of finding a match within a specified timeframe. The pledge to successfully matchmake within 30 days, with a refund guarantee, serves as the crux of their messaging this season. \u201cTailoring our approach to each market, we’ve executed this promise uniquely.\u201d<\/p>\n\n\n\n

This approach sees the company partner with people of influence across markets to drive better visibility. For the Hindi market, they\u2019ve forged a strategic partnership with Jasleen Royal, the acclaimed singer behind popular wedding songs like Din Shagna Da<\/em> and Hiriye<\/em>. Leveraging her association, Zaveri says they have orchestrated a robust social media engagement strategy.<\/p>\n\n\n\n

\u201cIn the Tamil market, we’ve employed celebrities who recently tied the knot as our ‘matchmakers.’ Adapting a viral reel from this region, featuring the celebrity couple, became a cornerstone of our campaign. While regional focus has always been part of our strategy, this time we’ve approached it through a celebrity lens, creating bespoke strategies for each South Indian market. Although distinct, each strategy is unified by a celebrity-centric approach. From featuring Supriya and Sachin Pilgaonkar for Marathi audiences to enlisting Jasleen Royal for the North, and partnering with Ashok Selvan and Keerthi Pandian for the South \u2013 we’ve delved deeper into regional dynamics,\u201d he adds.<\/p>\n\n\n\n

Zaveri believes the success of the approach is evident, particularly in the South, where the company\u2019s market presence has increased dramatically post-campaign, providing them an opportunity to further invest in the region. <\/p>\n\n\n\n

A focus on the Wedding planning business for Vikaas Gutgutia\u2019s Ferns N Petals<\/strong><\/p>\n\n\n\n

In the backdrop of a season that signals prosperity, Vikaas Gutgutia, founder and managing director, Ferns N Petals (FnP),  reflects on the trajectory of its business, navigating through the challenges of a pandemic-induced wedding lull.<\/p>\n\n\n\n

He says FnP strategically sustained its business in 2022, aligning with the resumption of the wedding business. With the focus shifting to a year poised for business takeoff, the company plans on exploring the wedding planning business with their new business line Shaadi <\/em>Central. <\/p>\n\n\n\n

\u201cWith a legacy in the wedding industry, FnP has historically undertaken various wedding-related tasks, albeit not comprehensively under one roof or in an organised manner. This year marks a strategic shift as the company introduced ‘Shaadi <\/em>Central,’ a luxury wedding company offering a one-stop solution for all wedding needs.”<\/p>\n\n\n\n

“This holistic approach aims to streamline and elevate the wedding planning experience, allowing partners and their families to focus on the approaching wedding date with ease. The innovation and consolidation under ‘Shaadi Central’ have sparked notable interest and engagement in the new business venture. Having weathered a less-than-ideal summer season and traditionally subdued winter numbers, we anticipate a robust revenue surge, making the current season particularly promising,\u201d he asserts.”<\/p>\n\n\n\n

The business setup was sparked by Gutgutia\u2019s assertion that, with the evolving landscape of wedding planning, which has made destination weddings and grandeur now necessary for some, the role of wedding planners has become significantly prominent. The launch\u2019s alignment with the business boom anticipated with the wedding season of 2023, Gutgutia underscores the importance of timing in business.<\/p>\n\n\n\n

The innovation and consolidation under ‘Shaadi Central’ have sparked notable interest and engagement in the new business venture.<\/em><\/p>Vikaas Gutgutia, founder and managing director, Ferns N Petals (FnP)<\/em><\/cite><\/blockquote>\n\n\n\n

Delving into the marketing approach for this new business vertical, he explains, \u201cThe momentum generated by word of mouth for the growth of its wedding planning vertical. Each wedding becomes a nexus of potential customers, and social media plays a pivotal role in amplifying references. With clear and specific messaging in the realm of social media, we have successfully driven business, recognising the platform as the primary point of reference in shaping preferences.\u201d<\/p>\n\n\n\n

Looking ahead, FnP anticipates a substantial increase in business revenue across all its verticals. The wedding services vertical, in particular, is expected to bring in significant growth in revenue for the company. The belief stems from the observation that the wedding planning sector remains largely unorganised, and he believes that FnP stands out as a formidable player in terms of size and brand image. As the business charts its course forward, the wedding services vertical emerges as a key focus, poised for substantial expansion.<\/p>\n\n\n\n

Senco Gold & Diamonds leveraging virtual try-ons for delivering business growth<\/strong><\/p>\n\n\n\n

Joita Sen, director- marketing and design, Senco Gold & Diamonds, says that the company, with a legacy of 80 years, is uniquely equipped to understand the evolving landscape of bridal desires.<\/p>\n\n\n\n

Sen elaborates that the company started the year fresh after initiating their Rajwada Collection<\/em>, a campaign with which the brand aims to weave together traditional designs infused with modern touches and patterns in their offerings. These offerings, thus, can resonate with the essence of the contemporary woman.<\/p>\n\n\n\n

The move also sees the brand shifting its focus towards diverse designs, moving away from region-specific choices. Herein lies a unique selling proposition (USP) for the brand\u2014fulfilling a diverse range of needs while ensuring accessibility across various price points. From high-end designs to more budget-friendly options, the brand aims to leave every customer content upon leaving the store.<\/p>\n\n\n\n

\u201cThe evolution of groom preferences and competitive pricing have further shaped our approach. A significant aspect of our marketing strategy here revolves around social media, leveraging its targeted reach compared to traditional approaches like billboards and footfall. 50 percent of the marketing budget is allocated to digital channels, where advancements have allowed for more precise consumer outreach.\u201d<\/p>\n\n\n\n

50 percent of the marketing budget is allocated to digital channels, where advancements have allowed for more precise consumer outreach.<\/em><\/p>Joita Sen, director- marketing and design, Senco Gold & Diamonds<\/em><\/cite><\/blockquote>\n\n\n\n

However, the digital realm poses a challenge in providing a comprehensive array of options compared to the immersive experience offered in showrooms. To address this, Sen acknowledges the importance of virtual try-ons.<\/p>\n\n\n\n

\u201cWhile currently available for select products,  we are actively working on expanding our offerings in virtual try-ons. This approach proves instrumental in effectively communicating the design, look, and feel of the jewellery to consumers, bridging the gap between the digital and physical shopping experiences.<\/p>\n\n\n\n

Importance of strategic visibility and multi-modal presence for short-term success<\/strong><\/h3>\n\n\n\n

According to Devangshu Dutta, CEO, Third Eyesight, the ongoing mega-season of weddings presents a favourable outlook for formalwear and traditional wear brands across various categories. This surge in weddings is not limited to the upper-income segment but extends across the income spectrum, reaching the middle class and towns of all sizes.<\/strong><\/p>\n\n\n\n

Thus, to effectively capitalise on the wedding season, brands must establish a strong position in customers’ minds well in advance, he believes.<\/strong><\/p>\n\n\n\n

\u201cProducts and brands associated with brides, grooms, and close family members, as well as those intended for gifting to the extended family, are inherently perceived as “premium” within their respective consumer segments. This holds true regardless of the targeted population segment. Success as a “wedding brand” requires a long-term perspective, with continuous investments in product development, service enhancement, and marketing expenditure to ensure that the brand stands out prominently amid competition,\u201d he says.<\/strong><\/p>\n\n\n\n

\u201dIn the current market landscape, achieving visibility demands a multi-modal approach, encompassing both offline and traditional channels, along with tactical online advertising.\u201d<\/em><\/p>Devangshu Dutta, CEO, Third Eyesight<\/em><\/cite><\/blockquote>\n\n\n\n

In the short term, however, he opines that the visibility and availability of products just before the wedding season play a crucial role in influencing specific performance during that period.<\/strong><\/p>\n\n\n\n

\u201dIn the current market landscape, achieving visibility demands a multi-modal approach, encompassing both offline and traditional channels, along with tactical online advertising.\u201d<\/strong><\/p>\n\n\n\n

(Published in Afaqs<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

With reports anticipating over 38 lakh weddings in 23 days this season, brands take up a different approach to marketing. <\/p>\n","protected":false},"author":1,"featured_media":6385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[708,27,212,249,265,215,631,60,36,235,37,3,44,46,48,1],"tags":[99,100,283,52,758,174,177,102,103,104,106,178,425,75,32,239,113,59,191,69,82,70,632,759,65,124,757],"class_list":["post-6383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-personal-care","category-branding","category-consumer","category-e-commerce","category-entrepreneurship","category-food-grocery","category-food-service-restaurants","category-india","category-lifestyle-fashion","category-luxury","category-marketing","category-press-quotes","category-soft-goods","category-strategy","category-textiles","category-uncategorized","tag-brand","tag-brand-building","tag-brand-identity","tag-branding","tag-celebrity","tag-consumer","tag-consumer-behaviour","tag-consumer-markets","tag-consumer-products","tag-consumer-research","tag-consumer-segments","tag-consumers","tag-designer-brands","tag-designers","tag-fashion","tag-fashion-lifestyle","tag-growing-brands","tag-india","tag-indian-market","tag-indian-retail-sector","tag-lifestyle-fashion","tag-organised-retail","tag-premium-brands","tag-regional","tag-retail","tag-strategy","tag-wedding"],"yoast_head":"\nBrands rewrite their wedding story for the 2023 season - 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