Just today, Quartz India has done a story about how Japan is going gaga over Bollywood. Even the ToI article regarding Putin's India visit is not complete without quoting the MEA spokesperson who recalled the success of Raj Kapoor movies in USSR/Russia. It is even cracking markets like Latin America and China!
Soft power is a concept developed by Joseph Nye of Harvard University to describe the ability to attract and co-opt rather than coerce or use force. India can and should exert cultural influence through cinema and make other countries and their people well disposed towards India.
Indian Cinema can be India's soft power! Check out the craze regarding Indian cinema in Latin America as shown in this video!
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