Brands
Big fat weddings go global as travel insurance demand jumps sharply
INDIA: Indian weddings are packing their bags and their insurance policies as destination ceremonies abroad move firmly into the mainstream, driving a sharp rise in international travel insurance uptake.
Data from Policybazaar shows wedding-linked travel insurance purchases climbing steadily over the past three years, rising 27.4 per cent from 2023 to 2024 and a further 27.4 per cent from 2024 to 2025 year to date. The trend reflects both growing volumes of overseas wedding travel and heightened awareness of the financial risks tied to multi-day, high-cost celebrations.
From beachfront vows in Thailand to vineyard ceremonies in Italy, couples are increasingly opting for destinations that balance aspiration with accessibility. Thailand has emerged as the most popular choice, buoyed by visa ease and established Indian wedding infrastructure, followed by the UAE for its luxury venues and connectivity.
Vietnam and Sri Lanka are gaining traction as cost-efficient scenic alternatives, while Italy, Spain and Greece are drawing smaller, high-spend wedding groups. Oman and the Maldives continue to attract intimate family-only ceremonies.
Insurance demand closely tracks India’s wedding calendar rather than holiday seasons. The winter wedding window from 1 November to 15 December saw the sharpest surge, with purchases jumping 30 per cent between 2023 and 2024, followed by a further 8 per cent rise in 2025. Summer and early-year wedding periods also recorded consistent double-digit growth.
Weddings abroad are proving to be a multi-generational affair. Buyers aged 25 to 34, typically the bride and groom, accounted for 40 per cent of policies, while parents aged 45 to 60 made up 35 per cent. Senior travellers over 60 represented a substantial 25 per cent share, driving higher demand for medical and pre-existing disease cover.
In most cases, couples themselves purchased the insurance, accounting for 60 per cent of policies, while family members contributed 30 per cent and overseas relatives 10 per cent.
Urban India continues to lead the trend. Mumbai topped the list with 16 per cent of wedding-linked travel insurance demand, followed by Bengaluru at 13 per cent, Delhi at 8 per cent, Hyderabad at 5 per cent and Chennai at 4 per cent. At the same time, rising participation from cities such as Pune, Gurugram, Noida, Ghaziabad, Jaipur and Ludhiana points to a widening base beyond major metros.
After a brief post-pandemic dip, group and family travel has staged a strong comeback. While group bookings slipped around 2 per cent between 2023 and 2024, they surged nearly 28 per cent in 2025 year to date, signalling renewed confidence in large international celebrations.
Across destinations, travellers showed a clear preference for robust coverage, consistently opting for a $250,000 sum insured whether travelling to Southeast Asia, the Middle East or Europe. European weddings typically attracted higher premiums, reflecting longer stays and steeper medical costs.
Baggage loss, often involving expensive outfits and jewellery, topped coverage preferences at 28 per cent, followed by medical emergencies at 25 per cent, pre-existing disease cover at 22 per cent, trip cancellation at 15 per cent, and flight delays or missed connections at 10 per cent.
Policybazaar head of travel insurance Meet Kapadia, said insurance planning was now becoming an integral part of wedding preparations.
“Destination weddings have become a popular choice for Indian families, and our data clearly shows how insurance adoption is rising alongside this shift,” he said. “Multi-generational travel, longer international stays and the high emotional and financial stakes are pushing travellers towards comprehensive medical cover, protection for high-value baggage and higher sums insured.”
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
