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Indian billionaire Mukesh Ambani’s son marries on Friday in a lavish ceremony that has been a hot talking point at home and abroad, with his father’s $260 billion-conglomerate Reliance taking to social media to heavily publicise the event.

Reliance’s efforts, coupled with posts from a host of Bollywood stars and coverage in media, have helped whip up public interest in the wedding, overshadowing some critical social media posts that have questioned the opulence at a time of growing inequality in India.

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