UNDERSTANDING GENDERED AND GENERATIONAL RESPONSES TO WEDDING-THEMED ADVERTISING IN INDIA

Abstract

Weddings in India are more than personal milestones; they are grand cultural spectacles laden with symbolism, tradition, and deep emotional resonance. These occasions are not only about the union of two individuals but are seen as pivotal family and societal events. This cultural gravity has not gone unnoticed by marketers. Over the past two decades, wedding-themed advertising has emerged as one of the most emotionally charged and commercially effective formats in the Indian media landscape. From jewelry and ethnic wear to cosmetics, smartphones, and financial products, brands across categories have adopted wedding narratives to evoke emotion, create recall, and build brand loyalty. The convergence of commerce with culture, especially through advertising, has created a compelling need to understand how such content is received by diverse audiences. This research project titled "Understanding Gendered and Generational Responses to Wedding-Themed Advertising in India" examines the nuanced ways in which consumers across age groups and genders perceive, relate to, and are influenced by wedding-based advertising. The focus is particularly on two demographic cohorts that dominate contemporary Indian consumer behavior: Generation Z (ages 18 to 25) and Millennials (ages 26 to 40), with equal attention given to different gender identities. The research was motivated by the observation that while wedding-themed campaigns are widely popular, there has been limited academic exploration into how gender and generational identities shape viewer response. The study is driven by key questions: How emotionally resonant are wedding-themed advertisements for different demographic groups? Do younger audiences, such as Gen Z, prefer more modern portrayals in contrast to traditional depictions? Are there gendered perceptions regarding the pressure or ideals portrayed in such advertisements? How do these ads influence brand recall, consumer behavior, and personal expectations about marriage? To explore these questions, a structured, quantitative survey was developed and distributed online to 100 respondents across Tier 1 and Tier 2/3 cities in India. The instrument used a five-point Likert scale to capture levels of agreement or disagreement with statements relating to emotional appeal, cultural relatability, modern vs. traditional portrayals, brand influence, and societal impact of wedding-themed ads. Participants were selected to ensure balanced representation across age and gender groups. The data was analyzed using statistical v tools, with independent sample t-tests and ANOVA to test for significant differences among demographic groups. The findings reveal that wedding-themed advertisements continue to hold strong emotional appeal across the board. However, notable differences emerged along both gender and generational lines. Women reported stronger emotional responses to such advertisements compared to men, especially when the content involved familial bonds, rituals, or sentimental music. Respondents identifying as female were also more likely to express that such ads created societal pressure to conform to idealized versions of weddings. Generation Z, in contrast to Millennials, expressed a clear preference for wedding ads that reflect modern, egalitarian partnerships. They were more likely to critique ads that reinforced stereotypical roles or depicted women in submissive positions. Furthermore, Gen Z respondents viewed digital platforms as more authentic and engaging spaces for wedding content, whereas Millennials were more accepting of traditional television formats. One of the most critical insights from the study is the emotional labor and societal pressure generated by wedding-themed advertising. Female respondents, in particular, articulated feelings of inadequacy or aspirational anxiety when exposed to idealized portrayals of weddings, beauty, or romance. Many acknowledged that while they enjoyed the aesthetic of such advertisements, they also felt that these narratives established unrealistic expectations. This double-edged emotional experience is something that marketers must become more aware of. It signals a need for more responsible storytelling that celebrates culture without commodifying it or distorting reality. In contrast, male respondents generally reported lower levels of emotional identification with such ads and showed greater skepticism towards the authenticity of emotions depicted in wedding-themed marketing. The influence of such advertising on consumer behavior is significant. Respondents who found the ads emotionally engaging and culturally relevant were also more likely to recall brand names and consider purchasing products featured in those ads, particularly in the fashion, jewelry, and personal care segments. Interestingly, the recall rate was higher among Gen Z respondents when the ads were distributed through Instagram, YouTube, or other digital platforms. This finding reinforces the importance of platform selection in campaign design, especially when targeting younger audiences who consume media in a fundamentally different way than their older counterparts. vi The study also uncovered the evolving notion of what marriage means to young Indians. For Millennials, there was a lingering attachment to traditional values, albeit with openness to change. For Gen Z, however, the institution of marriage itself appeared more negotiable. Many expressed that their aspiration for marriage was shaped not just by cultural or familial expectations, but by the way marriage was portrayed in the media. They preferred advertisements that depicted partnerships based on equality, mutual respect, and shared ambition over those that glorified lavish spending or rigid gender roles. This research contributes to a growing body of work that seeks to understand the cultural dimensions of marketing in India. It underscores the importance of segmenting audiences not just by age or income, but by values, attitudes, and media consumption habits. For marketers, the key takeaway is that while wedding-themed ads remain a potent tool, their effectiveness hinges on how well they align with the values and aspirations of the audience. Campaigns that appear tone-deaf or overly idealistic risk alienating the very consumers they seek to attract. The study does have its limitations, including the relatively small sample size and the absence of qualitative methods such as interviews or focus groups, which could have added deeper context. Future research could expand this framework by including intersectional variables such as religion, caste, or sexual orientation, all of which play crucial roles in shaping how weddings—and by extension, wedding advertising—are experienced in India. In conclusion, the research reveals that wedding-themed advertising is more than a marketing strategy; it is a cultural intervention. These ads do not merely sell products—they sell ideals, aspirations, and versions of reality. As such, they wield considerable power. Marketers have the opportunity to use this power with responsibility, creating narratives that are not only emotionally compelling but also inclusive, authentic, and socially aware. In a country where the mandap continues to be both a personal and public stage, understanding the audience that gathers around it—be it physically or through a screen—is not just good strategy, it is essential storytelling.