New Delhi, 22 January 2026: Uppal Brewers & Distillers’ Soorahi wrapped its wedding-season campaign on January 17th with a live stand-up, baraat-style entry, and cocktail tasting event, following a six-week digital push that generated 7.3 million impressions digitally. Turns out, acknowledging that weddings are equal parts celebration and survival mission resonates with people.
The Soorahi, ‘Love, Laughter and Shaadi ka Chapter’ campaign, which ran from early December through mid-January, centered on stand-up content created with comedian Appurv Gupta and a series of wedding-themed cocktails developed by brand evangelist and mixologist Ankur Chawla. The content focused on what everyone thinks but rarely says out loud: navigating persistent family interrogations, strategically avoiding exes at the buffet, and managing the mental gymnastics of back-to-back wedding weekends.
Gupta’s reels, which featured observational comedy about wedding dynamics, were paired with cocktail recipes that told their own stories: The Aunty Dodger, The Single & Ready to Mingle, and The Ex-Encounter. Each drink was demonstrated in recipe style, short-form video content, because if you’re going to survive your third cousin’s destination wedding, your cocktail should at least understand the assignment.
[Link to Appurv’s reel] [Link to cocktail’s reel]
“The thought came from simply observing how weddings actually feel for our audience today. There’s joy, of course, but there’s also pressure, awkwardness, and a lot of internal eye-rolling. We didn’t want to ‘solve’ that; we wanted to acknowledge it with humour. Soorahi felt like the right companion for those moments, not making a big statement, just making things lighter,” said Subrajit Majumdar, Head of Marketing, Uppal Brewers and Distillers.
Beyond digital content, the campaign deployed mock wedding invitation cards at events and bars, designed to look completely legitimate until you actually read them. The cards sparked exactly what they were meant to: double-takes, laughs, and plenty of “wait, is this real?” Instagram Stories.
The campaign concluded with a live, wedding-themed event that brought the digital narrative offline. Designed to mirror the feeling of an Indian wedding, the evening opened with a shagun-style welcome, a band-baaja baraat entry, and wedding-inspired décor that set the tone before the performances began. Attended by over 100 guests, many of whom had been engaging with the reels over the previous weeks, the event translated the campaign’s humour into a shared, on-ground experience.
“The brief wasn’t to make funny wedding content,” said Appurv Gupta. “It was to capture what it actually feels like to be 28 at your cousin’s wedding while your mom gives you that look. The reason it worked is that we didn’t exaggerate; we just held up a mirror, and that’s why people connected with it.”
“Most marketing tries to solve problems,” Majumdar added. “We’re not solving wedding-season awkwardness. We’re just saying: we see you, we’ve been there, and here’s a drink that gets it. That’s the relationship we’re building with this audience.”
For UBD, the campaign reinforced Soorahi’s positioning as a brand that understands the gap between how Indian weddings look on Instagram versus how they actually feel, and isn’t afraid to laugh about it.
