Abstract:

To study changes in Indian weddings over the decades, we created a methodology that was asynchronous with time: STOCKOGRAPHY - juxtaposing available stock of past and present weddings and identifying deltas. We collected data in the form of videos and photos of weddings in the past and present. This stock was analysed with a view to identify the deltas in behaviour and interactions. This methodology led us to deltas that were overt – such as the difference in the number of high emotional intensity moments from past to present was indicative of the growing space of love and affection in a wedding. Other findings were subtle – such as a shift in body language, demeanor and key roles played by participants. This led to the identification of a differentiated and relevant space for Platinum.