KERALA – Indian weddings are famous for their grandeur and tradition, but a recent celebration in Kerala introduced a distinctly modern element that has captured global attention: the digital ‘shagun’.
To make the exchange of gifts convenient for attendees, a man—the father of the bride—decided to wear a PayTM QR code sticker directly on his shirt pocket at his daughter’s wedding. The innovative move, captured in a widely shared video, showcases India’s growing reliance on digital transactions for every facet of life, including deeply rooted cultural rituals.
The viral footage begins with a scene of vibrant wedding celebrations, then pans to the man (later confirmed by some users to be the bride’s father or uncle) proudly standing with the QR code badge. He is seen smiling and pointing towards the code as guests approach, pull out their smartphones, scan the code, and digitally transfer their blessings to the newlywed couple.
The unique practice has generated a polarized response on the internet. Many social media users lauded the move, calling it practical, eco-friendly, and a “true ambassador of Digital India.” Comments ranged from humorous remarks about avoiding the inconvenience of finding cash (“Bhai ab envelope mei 100 bhi nh de sakte”) to praise for promoting white money transactions (“Bhai sara piasa white mai”).
Conversely, a critical section of users expressed discomfort with the monetization of the sacred tradition. One user harshly compared the act to begging and shamed the person for lacking decency. Another social media user, however, interjected, pointing out that the people seen transferring money in the video were mainly family members and the act was done in jest by the bride’s uncle.
