The US has been courting India's soft power in the form of Bollywood as part of its plans to help usher in peace in war-torn Afghanistan and also help promote anti-extremism messages among the large Asian diaspora across the globe.

As an economy prospers, its culture perhaps begins to grow in appeal. Over the last 100 years or so – jeans, Coke, McDonald’s, Rock ‘n’ Roll, Hollywood — about everything American had been lapped up as things of global cool. They still are. The 20th was entirely America’s century.

For his India visit, President Barack Obama will likely receive stacks of India briefings from the State Department, the CIA, the National Security Council and countless officials. Aides will give him binders full of articles so he can better understand the wonder that is India. However, seeing is believing and nothing will better prepare Mr. Obama for his trip than watching Bollywood. On his 15-hour flight, the President can whip through five Bollywood movies that vividly bring new and old India to life.

Tommy Hilfiger has become one of the best selling international brands in India thanks to a little unexpected help from actor Shah Rukh Khan, says Mohan Murjani, who built the brand in the U.S. and brought it to India six years ago.

In recent years, Indian corporate largesse has also benefited, among others, Yale, Cornell and the University of Pennsylvania. But these gifts also illustrate a broader phenomenon: India's growing soft power.

The company behind the opening ceremony of India’s recently concluded Commonwealth Games is planning an initial public offering, which would give investors access to India’s emerging live event business.

It’s that time of year again. 12 October 2010 saw the publication of this year’s results for the Anholt Roper GfK Nation Brands Index. As has been the case in recent years, there are few surprises in this year’s result. Obama’s US retains the top spot ahead of the familiar family of European big hitters and Japan.

The closing ceremony of Commonwealth Games will have a healthy dose of Bollywood -- missing in the opening gala -- with top performers like singer Sunidhi Chauhan and music composer-singer Shankar Mahadevan expected to get a packed house at Jawaharlal Nehru Stadium on its feet.