New Delhi, Jan 06: For many young Indians, wedding season comes with a parallel ritual of awkward questions, comparisons, and unsolicited advice delivered between pheras and photo ops. Tapping into this all-too-familiar reality, Uppal Brewers & Distillers’ (UBD) Soorahi has rolled out an ongoing, humour-led ‘Soorahi Love, Laughter and Shaadi ka Chapter’ campaign that looks at the wedding season the way people actually experience it.
Instead of brushing past wedding-season pressures, Soorahi chose to lean into them the way most guests already do- by laughing it off. Weddings are often where polite hellos turn into life audits, where everyone suddenly has a theory about what you should do next. By responding with wit and cocktail-led storytelling, the brand finds levity in these moments, offering young adults a way to laugh their way through the season rather than explain themselves, without making a big statement out of it.
Anchoring the campaign is a stand-up comedy collaboration with Appurv Gupta, whose first two reels have already crossed over one million views, with more content slated to roll out. The humour spills beyond the screen into a wedding-season cocktail series by mixologist and brand evangelist Ankur Chawla, featuring drinks named after situations guests know too well: The Aunty Dodger, The Ex-Encounter, because sometimes the drink deserves a backstory.
Speaking on this collaboration, Appurv Gupta said,
“What I liked about working on this was that nothing was forced. The ideas came from conversations we’ve all had at weddings, and the humour landed because it wasn’t trying to sell a punchline, just capturing what really happens when families get together.”
Offline, the brand has also introduced mock wedding invitation cards, designed to look authentic at first glance, before revealing a tongue-in-cheek message, subverting one of the season’s most recognisable symbols to spark conversation.
The campaign will culminate in a live, on-ground comedy and tasting experience on January 17th, bringing together stand-up, themed cocktails, and immersive brand interactions. Running through the ongoing wedding season, the initiative reflects UBD’s approach to building Soorahi as a culturally relevant brand rooted in humour, observation, and moments that audiences recognise as their own.