“From a business perspective, that kind of concentrated attention is extremely valuable. For celebrities, the wedding often becomes a moment to reposition themselves as a “couple brand,” which can open up joint endorsements and collaborations that may not have existed earlier. For brands, it is an opportunity to associate with a cultural moment that audiences are already deeply invested in,” said Amit Dhawan, co-founder of Crack’d, a user-generated content and influencer marketing agency and Vibetheory, an AI-first creative and digital transformation company.
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