Bollywood may sound just like a step-sister of Hollywood; however, the language, syntax, grammar and scale of both the industries are poles apart. What was it then that allowed Bollywood to establish its stronghold not only in Hollywood but in other continents like Africa and Europe, and countries like Africa, China and Japan. National Award winning author Roopa Swaminathan's book Bollywood Boom: India's Rising Soft Power explores that and much more.

India is aiming to unleash a reel-world charm offensive to turn its superpower dreams into reality and the first act will be set in the resort town of Cannes on the French Riviera. Sources say the Narendra Modi government would unveil its strategy on the red carpet at the upcoming 70th edition of the annual Festival de Cannes next month. 

“Bollywood is no longer Hollywood’s poor cousin. Bollywood is no longer just a convenient nomenclature devised by unimaginative folks. Bollywood cinema is one of the strongest global cultural ambassadors of a new India. And India is on its way to becoming a global soft power to reckon with,” Swaminathan contends in the book.

A surprisingly effective ambassador for brand India, Bollywood – a colloquial term for Hindi cinema – has done more to seal cultural ties and build bridges around the world than international diplomacy ever could. It is not just the sentimental appeal of Hindi films, the adulation for the industry is bolstered by its stars who are hero-worshipped by legions of adoring fans worldwide on- and off-screen. Whatever they touch turns into gold; wherever they go.

The Indo-American Association has scored a coup by booking the Martha Graham Dance Company for an October performance. The association also will stretch boundaries this year with a show of Indo-jazz fusion featuring some of the biggest names in that business [...] More broadly, the association's 2017 season embraces peace, love and tolerance across multiple art forms that strongly celebrate Indian culture.

It was the opening ceremony of ‘2017 as the year of Japan-India friendly exchanges’ when renowned Indian film director-writer, Imtiaz Ali announced the production of his new film, ‘Love in Tokyo’ in collaboration with a major Japanese film studio, Shochiku. This Indo-Japanese collaboration is a part of the friendly exchanges the two countries are looking at by means of cultural exchanges.

They have a shared history, and now officials want to unite India and the Arab world as two major trading blocs. The Indus and Ganges rivers on the one hand and Tigris and Euphrates and Nile rivers on the other were home to some of the world’s first civilisations. And that, officials believe, matters for the future.