Anant and Radhika’s B(r)and, Baaja, Baaraat – an extravagant show of India’s soft power

While it may be remembered as the most extravagant wedding in Indian history, displaying opulence and grandeur on an unprecedented scale, it’s an event that has sparked contrasting reactions.

Some saw it as a vulgar display of wealth, while others view it as a testament to Indian ambition and achievement.

Picture this: two pre-wedding ceremonies, one in Jamnagar and one in Italy, a grand wedding in Mumbai, and a guest list that reads like the who's who of global business, A-list Bollywood personalities, cricket stars, religious pundits, and political heavyweights. It was a brazen show of "brand soft power", to influence public perception and make a statement.

A Royal Wedding Tutorial

The British royal family used weddings as a soft power strategy. Over 160 million people watched the wedding of Kate Middleton and Prince William in 2011. However, the 2018 wedding of Meghan Markle and Prince Harry drew 1.9 billion viewers. These events aren't just fairy tales; they are billion-dollar marketing campaigns that benefitted the UK economy immensely. For instance, Kate Middleton's fashion choices often lead to spikes in sales of the brands she wears, demonstrating the commercial power of soft influence.

Similarly, the Ambani wedding has been a powerful tool for promoting Indian brands and culture globally. Let’s see how!

The Mandap of Cultural Statements

The choice of venue itself was a statement. The Nita Mukesh Ambani Cultural Centre (NMACC) is not just a cultural hub but a symbol of India's burgeoning cultural capital. Hosting the wedding at the Jio World Plaza and NMACC was like saying, "We're not just throwing a wedding; we're curating an experience." Both venues, with their state-of-the-art facilities and world-class performances, provided the perfect backdrop for the extravaganza.

It's like the Met Gala, but with an Indian twist. And let's not forget the Ambanis' penchant for grandeur, which ensures that every event they host at NMACC becomes a headline-grabber.

The Baraatis: Celebrities, Sporting Personalities, and Political Glitterati

No grand Indian wedding is complete without its share of Bollywood glitterati and political heavyweights. It was a veritable red-carpet event. From Shah Rukh Khan charming the guests to DeepVeer setting fashion benchmarks, the presence of Kim and Khole Kardashian added to the glamour quotient of the event. Don’t forget the presence of cricket stars – MSD, SKY, and Hardik Pandya, whose dance-off with Ananya Pandey was doing the rounds on social media.

Their Aashirwad ceremony, in particular, was made even more special by the presence of Baba Ramdev and religious mentors Shankaracharya of Dwarka Peeth, Swami Sadananda Saraswati, and Shankaracharya of Jyotirmath, Swami Avimukteshwaranand.

And then there were the politicians. When Prime Minister Narendra Modi blesses the couple, it's not just a nod to the family but a subtle exercise in soft power. It's like the political equivalent of getting a five-star rating on your wedding day. Modi's presence underscored the Ambanis' influential status and the seamless blend of corporate power and political influence.

The Wedding Trousseau: Brands Leveraging the Event

Corporate brands, too, were quick to capitalize on such high-profile events. Imagine the social media frenzy: designer labels displaying the wedding outfits, luxury brands highlighting the watches, jewellery, and gourmet brands flaunting the wedding menu. It's like a live-action catalogue of India's luxury market.

Take, for example, the fashion designers who dressed the bride and groom. For them, it's not just about creating a wedding outfit; it's about making a statement. "Did you see Radhika's lehenga? Manish Malhotra designed it!" is the kind of buzz that fashion brands live for. The designers have become household names, and their creations set trends for the wedding season.

And let's not forget the guest who was practically woken up from her sabbatical – Rihanna. Yes, the pop icon herself was coaxed into performing at the wedding, adding international star power to the already glittering affair. "Rihanna at an Indian wedding? Justin Bieber lip-syncing, the crowds swinging to Katy Perry, Luis Fonsi singing and more. What next, Beyoncé doing a bhangra?" joked one social media user.

The Blessings: Modi's Subtle Influence

When Prime Minister Narendra Modi blesses a couple, it's more than just a ceremonial gesture. Modi's presence at the wedding added a touch of gravitas sending a clear message: the Ambanis are not just industrial magnates but integral to the socio-political fabric of India.

It is like having Santa Claus drop by your Christmas party. Except, instead of gifts, he's handing out blessings and political goodwill.

Laughter and Grandeur: Lightening the Mood

Despite the serious undertones of power and influence, the wedding had its fair share of light-hearted moments. Where Corporate India is clumsily trying to match the dance moves of Bollywood. Or Rihanna wishing Anant and “Radaki.’

Even the social media reactions provided a chuckle. Memes comparing the wedding to scenes from "Crazy Rich Asians" and tweets about how even the wedding confetti seemed to be diamond studded. The internet had a field day, and the Ambani-Merchant wedding became a trending topic for all the right reasons.

The Cost of Extravagance: Who Footed the Bill?

The expenses seemed as sky-high as the guest list. Did Mukesh Ambani really pay a single penny for the wedding, or did we cover it all by watching the reels – increasing their soft power or enduring hikes in Jio tariffs? One might wonder if, behind all the dazzling grandeur, it was our viewing habits and (phone) bills that may have bankrolled the affair.

As we raise a toast to the newlyweds, we must also acknowledge the intricate dance of soft power at play. Here's to more grand spectacles that put India on the global cultural map, one glittering wedding at a time.