Fairytale but authentic: Experts suggest what's hot this year in wedding industry

Weddings are a huge deal in India. We like to splurge, to go all-out in our weddings and put up a spectacle for the world. The wedding season in India will soon begin and so will the pre-planning, booking and the show-sha that comes with it. From hiring new-age content creators to come up with something unique to using technology and capturing every moment for the bride and groom and their respective families, the wedding industry has gotten an overhaul like no other peer industry.

In July, the only thing the whole country and most parts of the world spoke about was the Indian billionaire’s son’s wedding that had us in a chokehold – with the extravagance and flamboyance. From flying in Kim Kardashian for one of the main functions to getting columns of celebrities in attendance – through a montage of professionally designed photoshoots and tastefully selected clippings of celebrations, it was as if the social media audience was actually invited to the carnival of festivities. Wedding trend forecasters feel that this is what the Indian wedding of the future will strive towards.

Wedding Trends 2024

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“Weddings in India have always been grand affairs, but the landscape of wedding photography has undergone a dramatic transformation in recent years. I have witnessed firsthand the evolving expectations of clients and the technological advancements that have reshaped the industry,” says Akash Agarwal, co-founder of WeddingNama, a pan-Indian luxury wedding photography and filming company.

Truly, fairytale weddings are the order of the day. Couples want to showcase the best version of themselves to the world as social media opens up new avenues of sharing content more spontaneously and creatively. One can argue that traditional wedding photography and videography have their place in documenting an event even today. However, couples are also moving in newer and trendier directions.

Agarwal analyses the shift in choice through comparisons. He feels that traditionally, Indian weddings were documented with a focus on capturing posed family portraits and ceremonial moments. “Today's couples are more discerning. They are well-informed about photography trends and are eager to experiment with different styles,” he says.

Most members of the wedding photography tribe agree that a sea change is underway in this space. “Candid storytelling: continues to be a favourite. Couples desire authentic moments, and our photographers excel in capturing these spontaneous interactions, preserving the genuine emotions of the day,” says Apoorv Mohan Shrivastav, founder of Plush Affairs, a wedding photography firm with offices in Bhopal, Delhi NCR, Mumbai, Bangalore, Goa and Dubai.

No one doubts that we consume visuals and share experiences in a dramatically different way than what was the norm in the past. Weddings themselves have blown up over social media, particularly on Instagram, where ceremonies are tied together with a bunch of appropriate hashtags, trending audio, BTS moments and instant feedback from a larger community of viewers. Couples are increasingly leaning towards capturing the smaller, inconsequential and fun moments, through small video clips and photographs. Simultaneously, the idea is to deliver the frozen-in-time moments to their friends and family in the blink of an eye.

Of course, technology is coming to the rescue of the new-age couples with ‘big, fat, wedding’ goals. Agarwal reckons the use of face recognition software to segregate and share wedding photos almost instantaneously to be one of the most exciting developments. “This trend has gained immense popularity, with several apps and websites now offering photo and video sharing with features like guest uploads and face recognition,” he says.

Content creators for weddings are new flavour

Content creators for weddings are the new flavour of the season. “In an era where social media plays a pivotal role, 2024 weddings are embracing the trend of real-time content creation,” says Natasha Kabra, founder and director of Bling It On!, a wedding planning company, with outposts in Bangalore and Coorg.

Not just photography, every aspect of modern day weddings is evolving, as the range of wedding vendors widens and the services on offer diversifies. For instance, Yash Gandhi, co-founder, Discovery Events, a Mumbai-based events management company feels that the preference for intimate weddings is on the rise, as opposed to large gatherings a few years earlier. “Couples, particularly from business families with the younger generation at the helm, are opting for high-end luxury properties with around 50-60 rooms instead of the traditional 150-room destinations,” he says.

Agrees Kabra of Bling It On! She figures that micro weddings, or intimate celebrations, which gained popularity during the pandemic are here to stay.

Others like Kunal Thacker, co-founder of Katha Joint, a Mumbai-based event planning, designing and managing firm, believe that while actual wedding ceremonies are getting more intimate, the occasion is being split into two sections – the pre/post wedding functions and the wedding itself. “The wedding/pheras are more intimate with only 200-300 close relatives and friends and the pre/post wedding celebrations include the larger crowds,” he says.

However, surpassing it all is the new format of technology aided storytelling tailor made for sharing on social media. Artificial Intelligence (AI) has also emerged as a big disruptive force in the industry. Clearly, the new age bride and groom are not marrying just for the physical attendees but also thousands of eyeballs on the internet. And that means only one thing for the wedding vendors. “As industry professionals, we must stay ahead of the curve, embracing new technologies while maintaining the core principles of artistic excellence and exceptional client service,” says Agarwal of WeddingNama.