Brands Are Jumping In On The Ranbir-Alia Wedding Frenzy

With the hashtag #RanbirAliaWedding trending on Facebook, Twitter, and Instagram, brands including Robin Hood Army, Zomato, Swiggy, Amul, and many others jumped on board.

Ranbir Kapoor and Alia Bhatt tie the knot on April 14, 2022 in Mumbai (Source: Getty)

New Delhi: Although Ranbir Kapoor and Alia Bhatt's wedding was a low-key and 'intimate affair', fans and media couldn't stop talking about B-town's favourite pair. The power couple tied the knot on April 14 in the presence of their family members and close friends at their home, Vastu, in Mumbai. Thanks to social media and some extremely dedicated photographers, we now know everything about their wedding, from the high-profile guest lists to the number of pheras. Brands who didn't want to miss out on the Ranbir-Alia frenzy hopped on board immediately and flooded the internet with moment marketing, a promotional technique that uses trending news, or events, to create traction and increase brand exposure.

As a result, brands like Robin Hood Army, Zomato, Swiggy, Amul, Netflix India, Tinder, Durex, and many others used their social media handles to send out congratulations messages and other amusing perspectives referring to the couple's nuptials. "Congratulations, Alia and Ranbir," food-delivery app Zomato tweeted. "Let us know if the student of the year and salesman of the year need anything from the start-up of the year." Similarly, Swiggy took a humorous detour to thank the young couple, adopting a well-known Bollywood movie line in the process. "Congratulations to Ranbir and Alia on settling for dal chawal for 50 years and more," Swiggy wrote.

In a similar vein, Robin Hood Army, a volunteer-based, zero-funds organisation that seeks to collect surplus food from restaurants and the community in order to feed the less fortunate wrote on Twitter, "We’re certain the food at the wedding was delicious - just know we are a WhatsApp away to come to collect the surplus and share it with those who need it the most." For Amul, the groom, Ranbir Kapoor, is shown feeding his wife Alia Bhatt a slice of bread covered in Amul toast, while the brand's mascot girl stands alongside them with a plate full of buttered toast in the sketch. The amusing caption read, 'Patt Mangani, Bhatt Byaah,' which is a play on the Hindi phrase 'Chatt Mangni, Patt Byaah.’

Congratulations @aliaa08 & Ranbir Kapoor! We’re certain the food at the wedding was delicious - just know we are a WhatsApp away to come collect the surplus and share it with those who need it the most! 💚

— Robin Hood Army (@rha_india) April 14, 2022

In a series of tweets, Netflix India shared some of its older tweets in which they predicted that the couple would make a great 'real-life match.' It also shared some of its older tweets, including ones that muddled up the names of films featuring the two stars. "Dear Zindagi, when will our love life ka Tamasha end and our own shaadi begin," read one of their tweets. Tinder, the dating app, has encouraged its users to approach their crushes and not wait any longer to declare their interest. They posted a photo with the caption: "So Alia married her crush, and I can't even text mine first?"

Durex India, a condom brand, capitalised on the wedding by making a big splash with a cheeky post that had the internet in giggles. Referring to the groom's appearance in the movie Ae Dil Hai Mushkil's song Channa Mereya, they tweeted, "Mehfil mein tere, hum na rahein jo, Fun toh nahi hai." On the other hand, fast-food brands, McDonald's India and Domino's India both congratulated the couple and indicated how customers are likely to pick the greatest combos from their menus. 

Promotional techniques like these reflect how moment marketing is embracing current events and opportunities by creating content around it, which consumers can easily relate to. Through this process, brands are more likely to reach out to their target audience more efficiently and promptly than running static marketing ideas and campaigns.