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Gupta wedding - Stroke of genius

03 May 2013, 15:17

The business empire of the Gupta family was given an international publicity boost worth millions by the coverage of the landing of 200 foreign wedding guests at Waterkloof air force base in South Africa.

Media coverage of the event went viral for several days. Never in their wildest dreams could the family and organizers of the wedding have imagined the impact of the wedding on the boring politics, government structures and social networks of South Africa. No publicity is ever bad. Bringing the wedding to South Africa was a stroke of genius. Weddings have become publicity events in South Africa. You only have to watch Top Billing on SABC3 to see how and where wedding guests hang out. Extreme weddings have become the ultimate show of wealth and social status.

It is a tourist draw card. The fact that the wedding went ahead despite the controversy around national security and landing rights is proof that the organizers knew how to play the game in South Africa. Most entrepreneurs in South Africa fail because they don’t know how to play the game. It’s not what you know, it’s who you know! Red tape kills 90% of great business ideas.

This is the wedding in South Africa that people will never forget. One trusts that the negative publicity will not have a negative resonance in the lives of the new marriage partners. They looked great! One would like to know what would have been the right channels to have followed to make something so radically new and beautiful a safe reality without all the bureaucratic fuss.

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