Zepto’s CMO recently teased the “Great Indian Fake Wedding”—a playful, immersive brand party soon to be held by the quick-commerce giant. In his post, he invites people to join what promises to be a massive “fake weddings”–style bash, noting that he can’t reveal all details yet but guaranteeing the event is “all about fun, vibes, and celebration” rather than tradition or actual nuptials. Interested users are being asked to register, setting off speculation across social media about what this unique event entails.
What’s a Fake Wedding (and Why Is It Trending?)
A fake wedding, sometimes called a faux shaadi, mock marriage, or staged Indian wedding, is a paid-for party where guests experience all the celebratory trappings of a traditional Indian wedding—mezmerising decor, colourful outfits, choreographed sangeet, baraat, mehendi stalls, food counters, DJs, and photo booths—but without the presence of a real bride or groom or any legal ritual. These events are usually ticketed (tickets range from ₹999 to ₹3000 or more) and designed purely for entertainment, socialising, and creating ‘content gold’ for Instagram, TikTok, and YouTube feeds.
This is the form by which Zepto will select Baraatis.
The trend, taking off in metros like Mumbai, Delhi, Bengaluru, and now also in Kerala and Nasik, appeals especially to Gen Z and younger millennials. For them, fake weddings offer the fun of a shaadi—minus the family pressures, dowry negotiations, or emotional baggage. They provide venues with year-round business, fill the Instagram content void during lean wedding months, and let urban youth enjoy the desi party vibe, all for a fraction of a real wedding’s price. It’s become so large that India’s “fake wedding party market” is tipped to be worth $12.9 million in 2025 and could grow at nearly 46% CAGR over the next seven years, with luxury versions running up to ₹50 lakh in costs for full-scale productions.
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Cultural, Social, and Commercial Impact
Organised by event companies—or even as birthday or club theme parties—these staged weddings are treated as lifestyle entertainment, not family events. Instead of criticism, many see them as celebration without commitment, stress, or judgement. As one attendee said: “At a fake wedding, I could dance and wear what I want—there was pure joy, no pressure for ‘when are you getting married?’ or ‘who’s next?’” The format’s popularity has even prompted hotels and major venues to curate these events during off-peak wedding seasons. For the events industry, it’s a lucrative trend: professional planners, caterers, designers, and brands all tap the faux wedding craze as a new kind of business and a unique way to connect with Gen Z.
Zepto’s Marketing Play
Zepto, known for its sharp, youth-focused marketing and agile use of moment marketing, is riding this wave to engage urban India with the “Fake Wedding” event. By adopting a popular trend rooted in fun, spectacle, and digital virality, Zepto reinforces its image as a brand that “gets” its audience’s culture and sense of humour—while earning real buzz both offline and online. The event not only deepens audience connection, but also offers a visual playground for brand storytelling in the big-fat-shaadi style—minus the actual wedding.
The surge of fake weddings across India points to shifting attitudes: celebration over ceremony, content over commitment, and community over custom. Zepto’s “Fake Wedding” promises to capture the zeitgeist—a new kind of “shaadi season” for the digital age
