- By Sakshi, Sukkur
Bollywood, the heart of India’s film industry, has grown beyond mere entertainment to become a cultural phenomenon with global reach. From the bustling streets of Mumbai to the farthest corners of the world, Bollywood’s influence is undeniable. It has captivated audiences across Asia, the Middle East, Africa, and even parts of Europe and the Americas. Among its most ardent admirers is India’s neighboring country, Pakistan, where Bollywood films enjoy a devoted following despite political tensions.
India views Bollywood as a soft power tool — a means to project its culture, values, and traditions globally. This influence is evident in classic films like Dilwale Dulhania Le Jayenge, Hum Aapke Hain Koun!, Rang De Basanti, and Devdas. These films showcase India’s traditional family values, colorful attire, and rich cultural heritage. But Bollywood’s impact extends far beyond cinema halls.
Several instances highlight how Bollywood has been used as a diplomatic instrument. One striking example is Israel’s marketing of military hardware to India through a Bollywood-themed dance video. Another is the leaked U.S. diplomatic cables that revealed plans to engage Bollywood stars in promoting anti-extremism and peace in Afghanistan. After the fall of the Taliban, India’s foreign minister brought Bollywood film tapes as gifts for Afghan officials, recognizing the unifying power of Indian entertainment. Vietnam, too, acknowledged Bollywood’s soft power potential by inviting Indian filmmakers to shoot movies in the country, aiming to use the films as a tool to boost Vietnamese tourism.
These instances demonstrate how Bollywood serves as a bridge between nations, a cultural export that fosters goodwill and familiarity with India’s social fabric. But the question remains: Is Bollywood still promoting Indian culture or is it eroding it?
In recent years, Bollywood’s portrayal of Indian culture has shifted. Instead of the rich traditional elements that once defined its storytelling, modern Bollywood films often draw heavily from Western culture. Urban storylines, glamorous depictions of modern life, and Westernized clothing have become commonplace. The shift is not subtle. Glitzy, high-budget productions are increasingly prioritizing cosmopolitan aesthetics over rural, traditional narratives.
This cultural shift is reflected in India’s younger generation. Many young women in India now blend Western fashion with traditional attire, a trend fueled by Bollywood’s portrayal of “modern India.” Social media platforms are flooded with videos where people give a “Western touch” to traditional Indian clothing like sarees and lehengas. While this fusion fashion is seen as creative and stylish, it raises questions about cultural dilution.
In rural areas, however, Bollywood’s influence is less pronounced. With limited access to digital platforms, many rural communities remain tied to traditional cultural norms. Language is another area where Bollywood’s influence is evident. English has become more prevalent in Indian daily conversations, particularly in urban areas where Bollywood films often incorporate “Hinglish” (a blend of Hindi and English) dialogues.
Given Bollywood’s vast influence, critics argue that India has failed to harness it as a fully effective soft power tool. While Bollywood has succeeded in reaching millions worldwide, it could do more to present a consistent and cohesive image of India’s cultural identity. Unlike South Korea, which uses its K-pop and K-drama industries to build a global “K-culture” brand, India has not yet fully leveraged Bollywood’s potential to define and promote an “India brand” on the global stage.
The power of Bollywood is undeniable, but its direction is up for debate. Is it a tool for cultural diplomacy or a force for Westernization? Can India recalibrate Bollywood’s role to preserve its cultural essence while projecting soft power abroad? These are questions India must answer if it hopes to turn Bollywood into a true engine of global influence.