Ordinary individuals invest a significant portion of their income on wedding festivities, but celebrities have found a way to make a profit from their nuptials rather than incurring expenses.
Before getting into the details, let us start it with social media postings of celebrities.
Film and sports celebrities often view everything related to them as a marketing opportunity.
Even if they don't consciously intend to, the market inevitably drive them in that direction.
People arrived at a conclusion that celebrities' social media posts are nothing but just advertising.
Whatever a filmmaker or a cricketer posting on Instagram or Twitter, there are calculated business interests behind it.
Most posts when they associate with a brand are a part of brand promotion, and the fees for these posts are predetermined.
Apart from this, posting personal photos is a means of boosting their following, which is again a business model.
No only on social media, the personal life events are now monetized even off line.
Rumors circulated that Aishwarya Rai-Abhishek Bachchan sold the broadcasting rights of their wedding, though this was never officially confirmed.
This was over a decade ago, but their wedding was still a major event that drew widespread attention.
More recently, it's reported that the wedding of Kiara Advani and Siddharth Malhotra fetched a large sum as an OTT platform purchased the broadcast rights.
The couple set a condition for the guests, explicitly requesting them not to take any photos or post them on social media, as that may breach a clause in their agreement with the OTT platform. This is an unusual request for wedding guests.
It can be noted that the contract for the broadcast rights to Nayanthara and Vignesh Sivan's wedding video was cancelled after more photos were released by Vignesh Sivan.
The OTT company had paid 30 crores for the rights, but the deal was off after the photos came out.
These companies invest crores to purchase the broadcast rights, looking to make a profit. They need content to air on their OTT platforms, and they are willing to pay for it.
For instance, a wedding web series was streamed, featuring Hansika's wedding. The series is marketed adding a love story and the wedding footage was edited and turned into a series.
Thus the companies buying the broadcast rights of celebrity weddings are trying to make a return on their investment.
Besides, the broadcast rights to Priyanka Chopra and Nick Jonas' wedding were sold for 18 crores, while a magazine acquired the rights to the wedding photos of Virat Kohli and Anushka. Of course the couple donated the earned sum to charity.
This is the state of affairs in the celebrity world, where the marriages can fetch tens of crores in the place of spending.