Core Insights - The article discusses the rise of "fake weddings" in India, particularly as a marketing strategy for brands targeting Gen Z consumers, highlighting a cultural shift in how weddings are celebrated and experienced [3][8][14] Group 1: Fake Weddings as Marketing Strategy - Zepto organized a staged wedding event called 'The Great Indian Fake Shaadi' to promote 14 brands, including Britannia Industries and Hershey's, leveraging the cultural significance of weddings in India [2][3] - The event attracted young urban consumers, allowing brands to create organic social media content through influencers and creators present at the event [6][8] - Fake weddings are seen as a way for brands to connect with Gen Z, who have a significant spending potential of $2 trillion and value immersive experiences [8] Group 2: Consumer Experience and Brand Engagement - Participants enjoy the freedom of dressing as they wish and the absence of social obligations typically associated with real weddings, making it a more relaxed environment [5][10] - Brands like Britannia and Hershey's view fake weddings as an opportunity to engage with consumers in a celebratory context, enhancing their brand visibility and connection with modern gifting rituals [8][9] - The trend has expanded beyond marketing, with fake weddings being staged on college campuses and even leading to themed events like "fake divorce parties" [13] Group 3: Limitations and Challenges - While large brands benefit from fake weddings, smaller vendors may struggle to achieve sales, as attendees are more focused on the experience rather than shopping [11] - The duration of fake weddings is shorter than traditional weddings, which may limit the overall experience for participants [10] - The trend is evolving, with some events selling tickets to attendees, indicating a potential shift in how these gatherings are monetized [12]