Indian Cinema & Soft Power- How did Bollywood become a tool of soft power for India?
-Mishthi Dua
“Art connects us with others and broadens our sense of belonging – from the local to the global”. —Olafur Eliasson
Bollywood, the colloquial term for the Hindi-language film industry situated in the bustling city of Mumbai, India, stands as a vibrant and influential force in the global cinematic landscape. Renowned for its opulent and lively productions, Bollywood holds the distinction of producing the highest number of films worldwide each year. The term itself is a fusion of “Bombay” (the former name for Mumbai) and “Hollywood,” underscoring its geographical and thematic connection to the American film industry.
Bollywood, evolving from a modest domestic enterprise into a prolific global powerhouse, is not merely an economic engine but a cultural juggernaut that etches itself into the collective consciousness. In crafting Bollywood films, Indian filmmakers articulate their values, visions, and ethos, inviting viewers to partake in a shared, collective human experience. Consequently, Bollywood emerges as a wellspring of soft power, a force that India cannot afford to ignore or underestimate. It functions as a reflective mirror, offering insights into the soul of India and the intricacies of the Indian way of life. How is it that, Bollywood has taken the shape of a vehicle for the international dissemination of our national values?
Soft power, as articulated by Harvard scholar Joseph Nye in the 1980s, refers to a nation’s skill in shaping global perceptions through non-coercive means, prioritising charm and persuasion over force or economic incentives. It relies on the ability to influence the preferences of others through cultural, ideological, and political appeal, leading to a positive international image and widespread goodwill. In today’s world, marked by the limitations of military and technological strength and a collective global pursuit of peace and unity, soft power emerges as a formidable force capable of knitting nations together in a harmonious new world order rooted in shared human experiences.
Bollywood, with its roots tracing back to the silent era and the landmark release of “Raja Harishchandra” in 1913, stands as a testament to India’s soft power. From the talkies of the 1920s to the golden era of the 1950s, marked by cinematic luminaries like Raj Kapoor and Guru Dutt, Bollywood not only produced artistic masterpieces like “Shree 420” and “Do Bigha Zameen” but also mirrored the societal and cultural ethos of post-independence India. The 1970s ushered in a transformative era personified by Amitabh Bachchan’s Angry Man Archetype, showcased in films like “Zanjeer” and “Deewar.” This archetype resonated not only with Indian audiences but also captivated those in neighbouring South Asian nations like Afghanistan, Pakistan, and Bangladesh, thus making Amitabh Bachchan an overnight superstar due to the shared collectivistic cultural identities among the diaspora as well as similar socio-political situations and aspirations of people.
Bollywood’s global rise gained substantial momentum in the post-Cold War era, particularly spurred by the collapse of the Soviet bloc in 1991. This pivotal moment opened up a promising market for Indian films in the former Soviet republics. While Bollywood movies had already found favour in the Soviet Union since the 1950s, the dissolution of the USSR expanded their influence to nations such as Russia, Ukraine, Kazakhstan, and Uzbekistan.
Beyond mere entertainment, Bollywood films struck a chord with the post-Soviet generation, playing a significant role in fostering Indo-Russian relations. Icons like Amitabh Bachchan and Raj Kapoor became household names, and Hindi songs became a cultural phenomenon. This lasting impact continues to shape and strengthen ties between India and post-Soviet Russia. During the period from 1954 to 1991, the Soviet Union imported over 200 Indian films, surpassing the number from the United States, which stood at 41. Notably, “Disco Dancer” (1982), a Bollywood film depicting a street performer’s journey to fame, fortune, and love after winning an International Disco Dancing Competition, emerged as the highest-grossing film of the Soviet era, raking in 60 million roubles at the box office. Additionally, “Awaara” (1954), featuring Bollywood heartthrob Raj Kapoor in a reinterpretation of Romeo and Juliet, secured the second spot among the highest-grossing foreign films and was one of the first Bollywood movies to be screened in the Soviet Union.
In the context of the global shift brought about by globalisation, India underwent a transformative phase, marked by an opening of its economic and social boundaries. This development gave rise to a notable surge in migration for professional, educational, and familial purposes, contributing to the dispersal of the Indian diaspora on a global scale. The South Asian diaspora, comprising an estimated 30 million individuals, emerged as a substantial demographic for Bollywood, drawn to the industry’s steadfast commitment to traditional Indian values and ethos. This cinematic cultural bridge not only served as entertainment but also played a crucial role in providing a touchstone for the overseas South Asian community, steadfastly maintaining connections to their native culture amidst the challenges of assimilation in host nations. Furthermore, it facilitated a sense of community and belonging among individuals sharing a common language, historical background, and heritage.
Noteworthy Bollywood productions such as “Hum Aapke Hain Kaun” and “Hum Saath Saath Hain” extended beyond domestic acclaim, finding resonance among expatriate Indian communities in the UK, USA, Canada, and beyond. For this diaspora, Bollywood emerged as a vital conduit for the preservation of cultural ties with their homeland and the transmission of India’s rich heritage to subsequent generations. This phenomenon also reflected a broader inclination among immigrants to resist the assimilation of Western ideologies.
A pivotal phase in Bollywood history unfolded with the arrival of filmmakers like Yash Chopra and Manmohan Desai on the scene, introducing escapist cinema. This marked a shift towards unjudgmental depictions of love, romance, and sexuality, embracing Westernisation. Targeting young urban audiences and the diaspora aspiring to a Westernised image of India, these films portrayed a dynamic and cosmopolitan country. Bollywood’s vision extended beyond domestic audiences, recognising a lucrative international market in NRIs and the South Asian diaspora. Many films started featuring NRI-centric stories, resonating with overseas audiences while at the same time captivating a West-influenced crowd that devoured these sights, having been subsumed into the great American ideal, as an aftermath of globalisation. This form of filmmaking was inherited and taken forward by the likes of Dharma Productions and Yashraj Films, two of the biggest and most celebrated production houses in the country to the present.
The synthesis of exotic locales, opulent attire, urban lifestyles, and contemporary values has become emblematic of modern-day Bollywood. Notably, films like “Dilwale Dulhaniya Le Jaayenge” masterfully celebrated Indianness against the backdrop of a modern British lifestyle. Subsequent productions, with a focus on Non-Residential Indians (NRIs), such as “Kal Ho Na Ho” and “Kabhi Alvida Na Kehna,” adeptly conveyed narratives that resonated universally while unfolding against a Western canvas. These cinematic endeavours artfully surpassed conventional Indian contexts, weaving universally appealing tales that garnered global acclaim. Central to this success was the elevation of Indian cultural elements, showcased through vibrant and colourful weddings, Hindu festivities like Holi and Diwali, and the infectious energies of Punjabi music and culture.
This transformative period in Bollywood is often synonymous with the ascendancy of Shah Rukh Khan, marking his evolution into the quintessential romantic hero. This persona, which emerged during this phase of his career, has endured as a defining element of his brand, persisting to the present day. Scholars of cinema are likely to dub this era as the “Rise of Shah Rukh Khan,” recognising the profound impact he had on shaping the industry’s global footprint, especially within the romantic genre. Moreover, his stardom and global perception were accentuated by the idea that a commoner from a middle-class Muslim family from Delhi started his journey with empty pockets and went on to become a superstar, earning the respect and adulation of audiences from more than 50 countries.
Bollywood films not only restrict themselves to entertainment but also take a socially responsible stand by delving into significant social and political issues, including poverty, corruption, terrorism, communalism, gender, and human rights. Reflecting India’s historical and contemporary narratives, from colonialism to independence, democracy, and globalisation, these films offer a nuanced exploration of the nation’s experiences. A notable example is Aamir Khan’s “Lagaan,” which vividly portrays India’s historical struggle against colonial oppression through a 19th-century cricket match between British officers and Indian villagers. Other films like Shahrukh Khan’s “Swades” and Akshay Kumar’s “Namastey London” cater to the NRI audience, tackling brain drain and cultural assimilation. Additionally, productions like “Gadar: Ek Prem Katha” and “Bajrangi Bhaijaan” promote themes of Indo-Pak unity and harmony through cross-border love and friendship narratives. These films have not only achieved commercial success but have also garnered critical acclaim worldwide, earning positive reviews and fostering goodwill and appreciation for India and its values.
Indian cinema has transformed into a powerful medium for expressing the dreams and aspirations of billions, steering transformative change. In recent years, Bollywood has experienced a paradigm shift, embracing diverse and content-driven narratives. Visionary filmmakers such as Anurag Kashyap, Zoya Akhtar, and Shoojit Sircar have led the charge by presenting unconventional stories that address social issues and break away from traditional norms. Notable films like “Piku,” “Andhadhun,” and “Masaan” signal a new era of storytelling that resonates with a socially conscious audience. Furthermore, the industry has expanded its thematic horizons, moving beyond cultural and social boundaries to tell universally relevant stories. Films like “Dil Dhadakne Do” and “Zindagi Na Milegi Dobaara” provide slice-of-life perspectives centred around the urban upper class, a narrative trend that was more conservatively approached in the past. Additionally, films like “My Name is Khan” and “New York” sensitively tackle post-9/11 Islamophobia in the USA. This dynamic and versatile approach solidifies the Indian film industry’s position as a potent force in storytelling, reflecting its ability to adapt and mirror the evolving consciousness of its audience while addressing a broad spectrum of societal issues.
In conflict-affected regions where conventional cinema infrastructure is disrupted, clandestine distribution channels for Bollywood films have surfaced, often in the form of pirated copies and smuggled content. Despite the illicit nature of these transactions, they serve as a form of cultural resistance, offering individuals a semblance of normalcy and joy amidst adversity. Statistics reveal that in conflict zones such as Afghanistan, Iraq, and parts of Africa, Bollywood films consistently draw large crowds. According to a survey conducted by the International Institute of Bollywood Studies (IIBS), over 80% of respondents in conflict regions admitted to watching at least one Bollywood film every month. This figure stands in stark contrast to the global average, highlighting the unique appeal of Indian cinema in these challenging environments. The Afghan audience, among the largest outside India, seeks comfort in narratives of struggle and triumph found in Bollywood films, providing a source of hope in the face of formidable challenges. Bollywood becomes a medium for vicarious experiences, allowing for psychological respite from harsh realities. Movies like “Kabuli Wallah” and “Khuda Gawah” are cherished as tributes to Afghan culture, resonating deeply with the audience. During the Taliban rule, individuals sought refuge in darkened rooms, finding solace in watching Hindi films on VCDs, highlighting the profound impact of cinema as a coping mechanism during challenging times. Similarly, in Kashmir, during the period of militant insurgency, locals resorted to covert means to access entertainment. Many would discreetly place radios in their house attics, hiding them to avoid confiscation during military crackdowns. When the patrolling was over, usually during the late hours, family members would gather in the attic, darken all the windows, and tune in to the radio, listening to Hindi songs, including those sung by Lata Mangeshkar, as well as tracks by artists like Nazia Hassan. This secret enjoyment of Bollywood music provided a temporary escape from the tense and challenging circumstances, offering a brief respite and a connection to the world beyond the immediate challenges of their environment.
It is not only a source of entertainment for millions of Indians but also a cultural bridge that connects the diverse and dispersed South Asian diaspora. Whether they live in Pakistan, Bangladesh, Nepal, Sri Lanka, or other South Asian countries, the diaspora share a common heritage of language, music, dance, and drama that transcends national and religious boundaries. Bollywood films offer them a glimpse of their homeland, a sense of nostalgia, and a feeling of belonging. They also foster a spirit of friendship and solidarity among the diaspora, who bond over their mutual admiration and appreciation for Indian cinema. Moreover, Bollywood has also welcomed artists from neighbouring countries, such as Pakistan, Bangladesh, and Afghanistan, to showcase their talents and collaborate with Indian filmmakers, thus creating a platform for cultural exchange and harmony. Bollywood films have surprisingly gained positive traction in China, despite the historically competitive relationship between India and China. These films have managed to overcome cultural and political barriers, resonating with Chinese audiences who appreciate the emotional and humanistic elements of Indian cinema. This cultural exchange has also facilitated dialogue between the two countries, highlighting shared values and differences. Notable successes in China include Aamir Khan’s films like “Dangal,” which challenges Indian societal norms, “Secret Superstar,” portraying a teenage girl’s pursuit of her singing dream, and “PK,” a satirical comedy critiquing religious and social practices in India. These films have not only garnered significant box office revenues but have also sparked positive reviews and discussions on social media, contributing to the growing popularity and positive perception of Bollywood and India in China.
Bollywood acts as a platform for Indian artists, including Priyanka Chopra, Anil Kapoor, Irrfan Khan, Gurinder Chaddha, and Mira Nair, to attain global recognition. These talents, showcased through Bollywood, secure opportunities to collaborate on international projects, highlighting the demand for a broader representation of Indian talent in the global entertainment industry. Noteworthy films like “Slumdog Millionaire,” “Lion,” and “Life of Pi,” although not strictly Bollywood productions, have garnered critical acclaim and prestigious awards, contributing to the heightened recognition of Indian storytelling on the world stage. Despite these achievements, the increasing global awareness has exposed challenges, with Indian characters often falling prey to narrow stereotypes in Western media. As Bollywood’s soft power expands, there is a growing responsibility to confront and dispel these stereotypes, promoting a more nuanced and authentic portrayal of India’s diverse cultural landscape.
Cinema is a powerful medium that can influence the perception and understanding of different cultures, societies, and issues. Therefore, it is important to promote regional cinema on the international front, as it can showcase the diversity and richness of India’s various languages and traditions. For example, the blockbuster Bahubali series made over Rs 1,800 crore worldwide, proving the potential of regional cinema. It is also essential to address the stereotypical portrayals of India in cinema, such as the exoticization of women, the glorification of violence, and the misrepresentation of religions and castes. It should aim to create socially impactful stories that reflect the realities and challenges of people, especially the underrepresented segments. Films like Super 30, Gangubai Kathiawadi, and Article 15 are some examples. Moreover, Bollywood can be used to promote peaceful and positive international relations by highlighting the commonalities and differences between nations and cultures.
In essence, Bollywood emerges as a formidable soft power, transcending borders and cultures. Its ability to resonate with diverse audiences worldwide, foster cultural exchange, and showcase the talent of Indian artists underscores its influence. As a cultural ambassador, Bollywood not only entertains but also plays a crucial role in shaping perceptions and fostering connections on the global stage.
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Hong, Y. (2021). The power of Bollywood: A study on opportunities, challenges, and audiences’ perceptions of Indian cinema in China. Global Media and China, 6(3), 345–363. https://doi.org/10.1177/20594364211022605
Devasundaram, A. (2016, March 1). Bollywood’s soft power: Branding the nation, sustaining a meta-hegemony. https://qmro.qmul.ac.uk/xmlui/handle/123456789/32083