Bollywood’s Endless Power and Global Influence  

Bollywood’s Endless Power and Global Influence

Imane Ouahrouche

Nobody can ever deny that in recent decades Bollywood or the Indian film industry has grown impressively to become a spectacular soft power, and it has become one of India’s most powerful means to promote Indian culture, and to bring tourists from all around the world, who are adoring the culture, and willing to explore It closely.  

It is really stunning how Bollywood has become a definition to Indian culture itself.  And how Hindi film stars like shah rukh khan, or Aamir khan, have brought the globe to Indian culture with their charm and stardom. They even compete with Hollywood’s most famous celebrities.  

 Bollywood’s cultural influence:  

In 2001, Bollywood entered the portals of oxford dictionary for the first time.  

And it’s defined in the 2005 edition as: 

“A name for the Indian popular film industry, based in Bombay. Origin 1970s. Blend of Bombay and Hollywood.” 

There is no other better way to make people from different origins closer than culture, culture is a magical key that can have more influence than economic or political power.  

Nevertheless, Bollywood have even brought India and China closer, despite the political tensions between the two countries. 

“Bollywood is selling more than just theater tickets” 

 Xi Jin Ping, China’s leader, was sure to tell Prime Minister Modi at the 2017 summit how much he liked Aamir Khan’s productions, and how he hoped to see more of them (Hong, 2021). In fact, Aamir Khan earned the nickname “Uncle Mi” (short for Aamir) among the general Chinese public.  

This statement by the Chinese leader only insures more clearly, the influence of Bollywood as a spectacular soft power. China’s growing interest in Bollywood has taken Indian filmmakers and officials by surprise, Despite China being the world’s second largest film market after the United States (Loria, 2020), it has never been an easy thing to enter the Chinese market under current China’s quota system that allows only 34 foreign releases annually, including average less than two films from India (Zheng, 2018).  

 However, China has become the largest overseas market for Bollywood over the recent years, with a string of successful films, notably Bajrangi Bhaijaan (2015; roughly US$46.6 million), Dangal (2016; roughly US$196.89 million), Secret Superstar (2017; roughly US$124.4 million) and Andhadhun. 

 According to a study of bolywood’s influence in chinaWhat makes Bollywood films appealing to Chinese audiences is content, social values, star power, audience reviews and cultural connections.  

Nevertheless, bollywood had even influenced the western clothing style, and indian fashion made its way to red carpets of every film or fashion festival in the world. As the freelance stylist and fashion editor “charlotte kewley” says: “I don’t think you can be sad wearing them,” referring to indian clothes. and adds that India’s colourful culture inspires the creativity and imagination of international designers. 

Indian fashion now has it’s own place on the glorious runways, in the big capitals of fashion like Paris and New york. Even bollywod stars are contributing in the promotion of indian fashion, by chosing indian designers over western, for the big international red carpets such as the cannes, or Met Gala.   

As one of india’s famous Designers Gaurav Gupta said: “What really sets us apart globally is our ability to blend tradition with innovation seamlessly. Whether it’s hand-embroidered fabrics, intricate beadwork, or sculpting, our commitment to craftsmanship shines through in every piece”. 

Globalization of Bollywood: 

It is safe to say now that we are living in the age of the globalization of Bollywood, where many people from different cultures and backgrounds, are getting to know about Indian cinema each day.    

The future of Bollywood’s global influence is poised for continued expansion 1. As Indian film industry embraces technological advancements, the reach and impact of Bollywood are set to grow even further. With the rise of streaming platforms and digital distribution channels, Bollywood films have the potential to reach a broader international audience, transcending geographical boundaries and cultural barriers. Which makes Bollywood an international competitor in film making, all along with Hollywood.   

The Slumdog millionaire effect:  

“Bollywood has always been an influence in the West,” says the BBC Asian Network entertainment reporter Shabnam Mahmood. But bollywood wasn’t really a big think, at least not untill the release of movies such as Dilwale dulhania lee jayenge DDLJ (1995), and Dil se (1998), and Devdas (2002), that made bollywood somehow famous worldwide.  

Nevertheless, what really made everyone in the world curious to know what is Bollywood, is the oscar winner film “slumdog millionnaire” released in 2008. People admired  the movie, and went crazy over the song “Jai Ho”.  

“All of a sudden they wanted to know, what’s that Bollywood all about ?” says  Shabnam Mahmood. Talking about international celebrities like Akon, and kylie minogue, who wanted to collabrate with bollywood’s marvelous talents.  

Therefor, slumdog millionaire had a spectacular contribution, to making bollywood an influencial film industry as it now. And as shabnam said: “It’s great for our own people to see our role models making it into Hollywood, too,”. “It globalises. It brings people together. Bollywood is bringing everyone together.” 

Shah rukh khan’s stardom power : 

There are many brilliant talents in bollywood, and amazing film stars who have made a great contribution in the promotion of the industry worldwide with their charm and hard work. But there is one star preseisly, who had the biggest role, noneother than shah rukh khan.  

Srk has not only made his name an international brand, but also the bollywood industry.  his famous portrayals of characters like “Raj” or “Rahul”, made him “the king of romance”and also brought a new change in film-making in India. With his never-ending charm and spectacular movies, he won the hearts of million indians, and millions around the world.  

“picture abhi baki hai mere dost”  srk from om shanti om. 

He had a long way from a delhi outsider to ruling the box-office in the 90’s and the 2000’s like no athor actor did before, and got back to the track again in 2023, with a triple blockbusters, pathaan, jawaan, and dunki. 

 Nevertheless, shah rukh’s big success last year didn’t just refresh his career, but took indians to watch bollywood movies again, after years of preferring south-indian films.  

Srk will forever have a place in millions people’s hearts, no other indian actor had contributed this much into making previously-unrecognised bollywood films popular and loved around the globe. As SRK he said in his own words: “I’am the last of the stars”, and he definitely is.  

References:  

The power of Bollywood: A study on opportunities, challenges, and audiences’ perceptions of Indian cinema in China 

https://www.researchgate.net/publication/352382398_The_power_of_Bollywood_A_study_on_opportunities_challenges_and_audiences’_perceptions_of_Indian_cinema_in_China

Oxford refrence  

https://www.oxfordreference.com/display/10.1093/oi/authority.20110803095516131

The West embraces Bollywood’s influences more than ever 

https://www.thenationalnews.com/arts/the-west-embraces-bollywood-s-influences-more-than-ever-1.386993

Imane Ouahrouche, Casablanca, Casablanca-Settat, Morocco

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