A Masterclass in Public Relations: A Case Study of the Ambani Pre-Wedding Ceremony

July 23, 2024

By: Fatima Rimel

Courtesy of Business Insider

Ambani wedding: What do you expect when the son of the richest man in Asia gets married? It was a wedding that could disrupt economies if something were to go wrong, especially with billionaires around the world like Bill Gates, Mark Zuckerberg, and Ivanka Trump in attendance. Mukesh Ambani, an Indian businessman with a net worth of $111 billion, held a three-day pre-nuptial ceremony for his youngest son, Anant Ambani, and his son's fiancée, Radhika Merchant, on March 1st in Jamnagar, India. It quickly became a public affair as photographs started surfacing on social media, featuring every Bollywood celebrity imaginable and an equally glamorous list of international stars that dazzled the wedding celebrations. The gala affair entailed an ‘Evening in Everland’ on the first day, followed by a tour of the recently inaugurated animal rescue center ‘Vantara’ by Anant Ambani on the second day of the festivities. In the evening, a party called ‘Mela Rouge’ took place.The finale began with Tusker tails, which was again a guided tour of Vantara, followed by a religious ceremony on the ‘Heritage Night.’ The illustrious celebration was a masterclass in ultimate extravaganza, but more importantly in the Public Relations tactics from a billionaire’s playbook.

It's not difficult to make headlines when you own the local media industry, as it is the case with Reliance Industries. Reliance Industries is the brainchild of Dhirubhai Ambani, the father of the current chairman and billionaire Mukesh Ambani. The portfolio of the company comprises all major industries and sectors in India, which includes the biggest media conglomerate in India, Network 18. Furthermore, it is a majority shareholder in the company TV18, yet another influential entertainment channel.This grants them a huge influence in electronic media, whereas social media sponsorships and paid posts do not pose a financial threat to them, to say the least. However, the mastery required to create a buzz among people in real life is a unique feat that they have achieved in terms of highly visible, high-profile PR. There is indeed an underlying strategy that has garnered the Ambanis this extent of positive attention globally. This raises the question of how exactly the billionaire family was able to leverage a young couple’s impending nuptials into opportunities of both respectable philanthropy and utmost glamor that would dazzle everyone tuning in.

Courtesy of Youtube

In the case of the Ambanis, we need to start by examining  a viral video of Anant Ambani making an elderly man from his company's junior staff touch his feet, as is performed in Indian tradition. Traditionally, this practice shows respect to elders. But in this case, the latter’s 'non-conformity’ cost him his reputation amongst the public as a spoilt billionaire, which the rumored next face/chairperson of Reliance Industries Limited simply could not afford. This brings us back to the marvelous 3-day wedding that had everything to do with building a positive image for the family after previous scandals.

Courtesy of News18

Day 1: “An Evening in Everland”

The beginning of the pre-wedding, whilst brimming with glitz and glamor, unofficially began when Anant and Radhika served a lavish dinner to around 51,000 locals of Jamnagar. The youngest of the three siblings, Anant Ambani then hosted all the guests to the newly inaugurated ‘Vantara,’ which is an animal rescue center centered around rescuing, rehabilitating, and providing surgical treatment for elephants. These initiatives depict Anant Ambani t as a caring public figure across social and wildlife philanthropy.

Courtesy of New York Post

Day 2: “Jungle Fever”

During the ceremony, on a tour of Vantara, a now-famous clip of Priscilla Zuckerberg complimenting Anant Ambani’s $1 million Richard Mille went viral. In the perfectly captured moment, Mark Zuckerberg also gushed over the watch,saying, “I might want that,” in a complimentary manner. Anant Ambani received the comment just as graciously, almost making the Internet forget that $1 million is probably just  loose change for them. This moment was extremely favored by audiences  worldwide and quickly turned into lighthearted memes on social media.

Courtesy of Instagram

After the pre-wedding: Memeification

Speaking of memes, they are arguably the best way Gen Z and Millennials store their collective cultural memory in modern times, and that fact is not lost upon the Ambanis it seems. The endless memes exploding on social media were another tool that helped create buzz around Anant and Radhika’s prenuptials. Rihanna’s below-average Hindi skills, evident as she butchered the couple's names, and her return from an 8-year hiatus from performing, contribute to making this wedding even more special..People will always remember that Rihannaperformed at Anant and Radhika’s prenuptial ceremony. 

You might not remember the intricate and expensive outfits or the lavish food and drink menu, but you will always remember a good meme. In this case, it gives the Ambanis a promise of lasting relevance. You could argue that wearing an eye-blinding emerald, valued at $70 million, worn by Anant’s mother, Nita Ambaniis vulgar in today’s political climate, critical of excessive spending by the one percent.. But when FashionTok is so enamored with luxury items, the rest of the world is ready to turn a blind eye as they are captivated by the spectacle.

Courtesy of Reddit

The Ambani family symbolizes cultural influence, philanthropy, leadership, and technological advancement in India, which makes them a high-profile focus requiring meticulous  PR management. The various components of the wedding helped divert attention away from controversies. The success of Ambani’s hardworking public relations teams naturally remind us about some other household billionaire names

Billionaires such as  Elon Musk strategically present themselves as relatable figures, despite their immense wealth, to shape public perception and maintain control over their businesses and public image. They often adopt an image of frugality, wearing seemingly ordinary clothing and driving modest cars, to cultivate an image of humility and commonality with the average person. However, these displays of modesty can sometimes be misleading. For instance, while Mark Zuckerberg is known for wearing the same gray shirt daily, these shirts are custom-made by luxury designer Brunello Cucinelli and are valued between $400 to $3000. These tactics are employed to control public perception, as appearing humble and relatable can garner support for their businesses and radical initiatives. Elon Musk can be used as another case study from his peak to downfall, originally positioning Tesla as a key step to conserve energy as a moral billionaire that is extremely likable by a woke crowd, which led to the extreme adaptation of Tesla especially in more liberal states such as California. However, as Musk took over X in 2022 it was followed by frequent controversial tweets on various matters that led to his unpopularity amongst his key demographic. Soon enough, people have started to argue if Teslas are sustainable anyway as the extraction of a key component in Teslas is is lithium batteries, which contaminate water supplies and ecosystems when disposed of.

Presenting a modest image serves to minimize scrutiny and deflect criticism over their business practices. By portraying themselves as down-to-earth individuals, billionaires can mitigate public outrage over issues such as wealth inequality or controversial business decisions. This strategy helps them maintain a positive public image and avoid negative media attention, ultimately protecting their business interests.