India’s extravagant wedding industry may have found its latest booming niche—personal Instagram assistants for guests. A new service called Click Buddy has gone viral after entrepreneur Sandeep Mall shared his experience of encountering it at a wedding, sparking widespread online discussion about how social media culture is reshaping modern celebrations.
In a now-viral post on X, Mall described the concept as both surprising and quintessentially entrepreneurial. “Indians never stop surprising me with their entrepreneurial instincts and nowhere is this more visible than at weddings,” he wrote.
The service, he explained, involves a team of young women who act as on-demand social media assistants for wedding attendees. Guests simply hand over their phones, and the assistants take over—finding flattering lighting, suggesting ideal backdrops, and capturing carefully framed, Instagram-ready images in real time.
The concept appears to solve a common yet unspoken challenge faced by wedding guests: getting polished photos without awkwardly asking strangers for help or waiting days for the official photographer’s pictures.
Mall noted that the service reflects the growing influence of social media aesthetics on Indian weddings, where every detail—from elaborate décor to choreographed entries—is increasingly designed with online visibility in mind.
Beyond the novelty factor, the entrepreneur pointed to a much larger economic trend. “What struck me just as much was the sheer scale of the service economy that a single wedding now sustains,” Mall wrote, comparing it to his own wedding where only a handful of hired workers were involved, with most responsibilities managed by friends and family.
According to him, even at what he described as a relatively standard Marwari wedding, service providers significantly outnumbered guests, underscoring the scale of India’s rapidly expanding wedding economy.
Mall argued that the industry may quietly be one of India’s largest employment generators, supporting businesses across catering, hospitality, décor, logistics, beauty, entertainment, and now even real-time content creation.
As weddings continue evolving into immersive, highly curated experiences, services like Click Buddy suggest the creator economy is increasingly becoming part of the celebration business.
