The Rs 5,000 crore Ambani wedding: Genius PR or just too much PR?

The wedding of Anant Ambani and Radhika Merchant has been nothing short of a global spectacle, captivating attention with its blend of opulence and star power. From Bollywood icons like Priyanka Chopra Jonas and Alia Bhatt to international celebrities such as Kim and Khloe Kardashian, the multi-day event has attracted a dazzling array of high-profile guests. 

Among the notable attendees are former UK Prime Ministers Boris Johnson and Tony Blair, as well as renowned figures like John Cena, Nicky Hilton Rothschild, and former US Secretary of State John Kerry. The festivities, which reportedly cost around Rs 5000 crore ($600 million), have featured exclusive performances including a concert by Justin Bieber, further amplifying the grandeur and media frenzy surrounding the celebrations.

Adding to the buzz, social media influencers like Parul Gulati, Dolly Singh, Ranveer Allahbadia, Ahsaas Channa, Siddharth Batra, Komal Pandey, and Kusha Kapila have also been in the spotlight, sharing real-time updates and personal insights from the event. However, despite the star-studded guest list and impressive scale, the wedding has also been criticised by many.

Take social media influencer Aaliyah Kashyap, who questioned the PR approach, highlighting the challenges of balancing grandeur with authenticity. As the media buzz continues, the Ambani wedding stands as a case study in modern public relations, reflecting the tension between visibility and scrutiny in an era dominated by social media and global celebrity.

As stories from the wedding continue to unfold, it raises intriguing questions about its impact on public relations. The event's lavish nature and strategic media coverage have been scrutinised by industry experts, leading to diverse opinions on its effectiveness.

We turn to industry experts Bhaskar Majumdar, Sonam Shah, and Vikram Kharvi to understand whether the wedding's PR strategy succeeded in enhancing the Ambani family’s public image or if it has opened the door to criticism. Their insights delve into the broader implications of the wedding on the family’s reputation and the evolving dynamics of high-profile events.

Bhaskar Majumdar, co-originator, CommsAdda

From a PR perspective, the Ambani wedding showcased extreme opulence with multi-day celebrations, star-studded guest lists, and extravagant venues, amplifying its visibility. Similar to other high-profile business family weddings like the Mittals, the Ambani weddings attract more media attention due to the family's prominent status.

The lavishness and publicity of Ambani weddings reflect broader socio-economic changes in India, showcasing the growing wealth and influence of its business elite, increased consumerism, and the rise of luxury markets. The high-profile and highly publicised Ambani weddings have shifted the trend away from the secrecy traditionally maintained by families like Tata, Hinduja, and Birla.

Royal weddings, such as Prince William and Kate Middleton’s or Prince Harry and Meghan Markle’s, have a global audience and historical significance. The meticulous planning and execution with an emphasis on tradition set these weddings apart. The media coverage is extensive, often with live broadcasts worldwide. The Ambani family could benefit from adopting a more transparent and accessible approach, similar to the British Royal Family, to stay relevant in India's rapidly changing social landscape.

The family managed the media narrative around their wedding very effectively, using strategic planning and social media to highlight the event's grandeur while controlling the flow of information. Balancing exclusivity and accessibility in the PR strategy for the Ambani wedding is crucial. It maintains the allure of prestige while engaging the broader public, fostering both admiration and relatability.

Sonam Shah, founder and CEO, Treize Communications

The Ambani wedding was inevitable from a PR perspective due to the family's immense wealth. It helped highlight Indian culture, change perceptions of India, and showcased the country's capability to host grand functions.

The wedding elicited both positive and negative responses. It enhanced the family's public image by blending traditional customs with modern elegance but also drew criticism for its display of wealth. However, the Ambani wedding should be viewed in the context of India's democratic values, where individuals can spend their wealth as they choose. The event also created job opportunities and highlighted the use of homegrown brands, contributing to the local economy.

If the Ambanis had done this in secrecy or at a lower profile, it would have raised more eyebrows and questions. Therefore, they made a wise decision by including everyone and making it a grand wedding. Also, this was the last wedding in their family. Indian families are bound to have a different set of emotions when it comes to the last wedding within the family.

The mega grand Ambani wedding spanned over a few months and was a mix of business and personal celebrations. With them launching Vantara amidst the Jamnagar celebration, it was an opportunity to showcase the opulence to the global dignitaries present. Also, let’s not forget what the Ambanis contributed to society, such as holding a mass wedding for the underprivileged and providing food to thousands of people. They have maintained a balance of values and glamour.

Vikram Kharvi, CEO, Bloomingdale PR

The Ambani wedding was a masterclass in strategic PR, blending opulence with cultural pride and social responsibility. It showcased confidence in India's infrastructure and hospitality, inspired other affluent families to host their celebrations domestically, and highlighted the Ambanis' commitment to social welfare by organising a mass wedding for underprivileged couples.

The pre-wedding festivities significantly bolstered the local economy, generating over 100,000 jobs over a six-month period across various sectors such as culinary arts, transportation, event management, decoration, and craftsmanship. This surge in employment highlighted the broader economic benefits of such high-profile events.

Additionally, the celebrations triggered a tourism boom, resulting in full occupancy of more than 200 hotels in Jamnagar, Rajkot, and surrounding areas for three consecutive months. This influx of visitors not only filled hotel rooms but also brought international attention to Jamnagar, enhancing its reputation as a destination of cultural and economic significance.

Conversely, according to the Confederation of All India Traders (CAIT), nearly 5,000 affluent couples hold wedding ceremonies in foreign locations each year, depriving local businesses of substantial income and the Indian exchequer of significant tax revenues. The Ambani wedding, by choosing to host the celebration in India, sets an example that supports local economies and underscores the potential benefits of hosting such events domestically.

The wedding emphasised a cultural shift towards celebrating wealth openly. While it set a new precedent for opulence and transparency, the approach to family celebrations will vary based on individual values. Prime Minister Modi’s appeal to “wed in India” aligns with this trend, promoting domestic celebrations that boost local economies. However, the choice between privacy and grandeur will depend on family values and preferences.