In a surprising urban phenomenon sweeping across India's metropolitan centers, Generation Z has developed an unusual obsession with attending fictional weddings. These elaborate events feature all the traditional elements of Indian weddings—from decorated dulhas and dulhans to vibrant baraats—but with one crucial difference: none of it is real.
The Rise of Fake Weddings
The trend, which began last year as themed parties for young urbanites, has rapidly evolved into a full-blown cultural movement. Young Indians are enthusiastically dressing up as wedding guests to attend these staged events, complete with rented wedding outfits, fake ceremonies, and all the traditional fanfare—just without the actual marriage commitment or familial obligations.
On October 31, 2024, one such spectacular fake wedding unfolded at a Chhatarpur farmhouse in New Delhi. Organized by quick-commerce platform Zepto, 'The Great Indian Fake Shaadi' transformed into a massive marketing stage featuring 14 prominent brands including Britannia Industries, Hershey's, Shaadi.com, Sugar Cosmetics, and Manforce.
Unlike traditional weddings, there was no priest or legal ceremony. Instead, guests—all content creators with substantial social media followings—engaged with brand installations, themed food counters, and photo booths designed to generate organic-looking social media content.
Why Gen Z Loves Fake Weddings
According to Garv Malik, a standup comic-turned-marketeer who played the groom at Zepto's event, the appeal lies in experiencing wedding aesthetics without the usual social pressures. "At a fake wedding, you avoid the usual questions from relatives, no kids are running around, and people feel free to dress how they want. It's simply a safe space to party," Malik explained.
Malik discovered the opportunity through an Instagram story and decided to participate after quitting his job, seeking something fun and different. His experience highlights how these events provide the celebration without the commitment that comes with actual family functions.
Riya Yadav, who played the fake dulhan at Zepto's event, noted the event exceeded her expectations in scale. "I couldn't visit all the stalls because I was getting ready and then shooting content, but I could see Sugar Cosmetics had a lot of hustle; people wanted to see their new launches," she said.
Brands Capitalize on Cultural Relevance
For companies like Zepto, competing in India's crowded quick-commerce market against Blinkit and Swiggy's Instamart, fake weddings represent a strategic move to build cultural relevance among young urban consumers.
Chandan Mendiratta, Chief Brand Officer at Zepto, explained the rationale: "Shaadi is arguably India's biggest festival. It lasts months, drives significant household spending and is one of the most culturally universal experiences in the country. We want to ride cultural waves, and this Gen Z wave of fake weddings was something we wanted to build an IP around."
The marketing potential is substantial. As people increasingly skip traditional advertisements, authentic-looking videos from wedding celebrations are more likely to achieve virality for brands. The gift boxes of goodies distributed at these events are specifically designed to generate "pre-buzz" through social media sharing.
Major Brands See Significant Value
Britannia Industries, one of the participating brands, views fake weddings as a strategic opportunity to connect with a valuable demographic. Siddharth Gupta, General Manager of Marketing at Britannia Industries, told Mint: "Gen Z is a critical demographic with a $2 trillion potential, and over 54% of them value immersive, in-person experiences."
For Britannia, a realistic wedding setting provided the perfect context to showcase its new Pure Magic chocolate offerings in an environment that felt "natural and celebratory."
The Hershey Company, which participated as a "Shagun Partner" at the Zepto event, echoed this sentiment. Kamy Devaguptapu, Marketing Director for the firm's India and Asia-Pacific operations, noted: "Consumers today are redefining how they connect and celebrate. Our association with Zepto allowed us to be part of a modern gifting ritual in a way that feels personal and joyful, especially for Gen Z."
Challenges and Limitations
Despite the enthusiasm, not all brands find fake weddings equally beneficial. Divya Bihani, founder of gifting brand Shadi Pitara, attended a separate fake wedding event in Mumbai earlier this year and reported limited commercial success.
"It genuinely looked like a real wedding—chandeliers, décor, dhol players—and the crowd was fully in the vibe," she acknowledged. "But people were not there to shop. I had very minimal sales, and honestly, I don't think I'd want to go for something like that again."
This highlights a key challenge: while these events work well for large brands seeking visibility, they offer limited direct sales opportunities for smaller vendors. Guests who pay to attend (many fake weddings sell tickets) are primarily focused on dressing up, dancing, and capturing Instagram content rather than shopping.
The Future of Fake Celebrations
The trend shows no signs of slowing down. Fake weddings have already entered college campuses, with the Indian Institute of Management, Bangalore staging one as the curtain-raiser for its annual cultural festival Unmaad earlier this year.
Interestingly, the phenomenon has even spawned counterculture spin-offs. A club in Lucknow hosted "fake divorce parties" earlier this year, complete with heartbreak-themed Bollywood songs, demonstrating how the concept continues to evolve.
As Zepto's Chandan Mendiratta concluded: "Weddings are one of India's biggest cultural and spending moments. If Gen Z is redefining how they celebrate them, we want Zepto to be the brand they think of first."
With the peak wedding season typically lasting from late October until May, and Gen Z's appetite for unique social experiences continuing to grow, fake weddings appear poised to become a permanent fixture in urban India's social and marketing landscape.
