Uppal Brewers & Distillers’ brand Soorahi concluded its wedding-season campaign, Love, Laughter and Shaadi ka Chapter, on January 17, after a six-week digital rollout that generated 7.3 million impressions. The campaign creatively tapped into shared wedding experiences using observational comedy and cocktail-led storytelling, resonating strongly with its target audience.
The campaign featured stand-up comedian Appurv Gupta, who explored commonly experienced but seldom-voiced wedding situations-family pressure, awkward social encounters, and the fatigue of attending multiple celebrations. These short-form videos were paired with humorous cocktail recipes crafted by mixologist and brand evangelist Ankur Chawla, such as The Aunty Dodger, The Single & Ready to Mingle, and The Ex-Encounter. Each cocktail was positioned as a playful response to these familiar wedding moments, amplifying the campaign’s relatability.
In addition to digital content, Soorahi distributed mock wedding invitation cards at bars and events. Styled like traditional invites, these cards revealed their humorous intent only upon closer inspection, encouraging social sharing and engagement online.
The campaign culminated in a live wedding-themed event, featuring baraat-style entries, décor inspired by Indian wedding settings, and live performances. Attended by over 100 guests, the event brought the campaign’s digital content to life, creating immersive brand engagement.
According to Subrajit Majumdar, head of Marketing at Uppal Brewers and Distillers, the campaign wasn’t about “solving” wedding awkwardness but acknowledging it with humor, positioning Soorahi as a relatable companion for the audience. Gupta added that the campaign’s success came from holding up a mirror to real experiences, rather than exaggerating them.
By blending comedy, creativity, and culturally resonant experiences, Soorahi built a genuine connection with consumers, highlighting the contrast between curated wedding portrayals online and the lived reality of celebrations.
