MUMBAI: Who says you need a bride and groom to have a big fat Indian wedding? Zepto just proved otherwise with its Great Indian Fake Shaadi, a no-nuptials bash that turned Chattarpur’s Ira Luxe into the wildest wedding that never was. In partnership with Britannia, the event saw 300 plus guests, top creators and brand partners show up for a night where nothing was real, but everything was reel.
Britannia, the title sponsor, quite literally led the baraat kicking off the evening with the Britannia Pure Magic Baraat and a flash mob to Bingo!’s viral Tedhe Medhe Bhojpuri anthem. The result? A spectacle that felt like a cross between a shaadi, a music video, and a meme come to life.
Shaadi.com joined the fun with a digital roast by founder Anupam Mittal, taking a hilariously self-aware dig at India’s dating scene, while Manforce Epic Condoms added some cheeky sparkle with a vibrating bed installation that had guests blushing and grinning in equal measure.
The celebration was co-powered by a who’s who of brands Nivea, Haldiram’s, Bingo Tedhe Medhe, Manforce Epic Condoms, Shaadi.com, Close-Up, ITC Fabelle, and Minimalist making it less of a wedding and more of a brand baaraat. Rebound – Detox Shot, Hershey’s, Sugar, and Wildstone joined in as supporting partners, ensuring the party stayed powered through the night.
The creative chaos was choreographed by Meragi, a real wedding planning startup that turned Zepto’s tongue-in-cheek concept into a content goldmine. With sangeet performances, spoof rituals, and brand-led installations, the venue became a playground for creators with over 100 influencers flooding social feeds in real time.
“The fake shaadi trend isn’t just a meme anymore, it’s a cultural moment,” said Zepto chief brand officer Chandan Mendiratta. “We wanted to kick off the wedding season by owning that moment and turning it into something bigger. The fake shaadi reflects how Gen Z celebrates with irony, energy and endless content.”
For Britannia general manager for marketing Siddharth Gupta the evening was a perfect fit for their indulgent new range. “The Great Indian Fake Shaadi was such a fun and unexpected way to start the wedding season. It was full of laughter, energy, and indulgence, much like Britannia Pure Magic. Guests experienced our new choco creations that turn every bite into an irresistible delight.”
At the end of the night, there were no pheras, no tears, and definitely no bidaai but there was plenty of laughter, content and chaos. Zepto’s Fake Shaadi wasn’t just a stunt; it was a sly mirror to how India’s wedding season has gone from ceremonial to cinematic. Because who needs “I do” when you’ve got “I post”?