Indian Cinema: The Way Forward to Global Glory
Chaitanya K Prasad
New Delhi, Sep 29 (UNI) In our multipolar world, cinema has become a critical component of soft power, shaping global. perceptions through its captivating narratives. Movies have evolved far beyond mere entertainment; they now play a significant role in global politics and cultural relations.
Through creative expressions, films harness the ecosystem comprising key stakeholders to nurture and develop soft power dynamics and geopolitical equations. In the realm of geopolitics, movies are more than art; they are potent tools used by countries to showcase their soft power and expand their influence worldwide.
Indian storytelling captivates and inspires audiences worldwide. With the right strategy, this moment can shape the future of Indian cinema. The Namaste at the Oscars 2025 had reinforced the idea of Vasudhaiva Kutumbakam: "The world is one family," a vision that transcends borders yet thrives on respect, mutual interdependence and a shared spirit of creativity. This symbolic gesture was not merely a greeting but a powerful moment of inclusivity, reflecting cinema's unique ability to bring together artists, audiences and creators from across the globe.
A simple, well-timed Namaste gave Incredible India a renewed global identity, transforming its participation in world cinema from occasional recognition to strategic influence. It was more than a greeting-it was a defining moment for Indian cinema on the global stage. It symbolised India's growing influence in storytelling, marking a shift from sporadic recognition to strategic presence.
Indian cinema of late has been given the due recognition and place within the global film fraternity and landscape. While awards, accolades, and triumphs have started trickling down with frequency, the buzz has not yet captured the podium finish dream. Something is amiss; there is a consistency gap in our cinematic brilliance, not capturing defining moments in the global space. What is required, perhaps, is to rescript India's cinematic roadmap, in order to address these missing links and reach out to the stakeholders who matter today.
To tap the global arena, audiences, and stakeholders, we need a structured policy and approach. An approach that is multi-layered, multi-pronged and multi-dimensional. A framework that takes our cinema to global screens not only through awards & festivals, but also by becoming a model of excellence for the cinephiles and the "Creator's Economy", a much-talked-about concept today.
To begin with, we need a SWOT analysis of our structure and design. There has to be a deep and insightful understanding of how Indian cinema, through its diverse institutions, policies and structures is a force to reckon with at festivals, distribution networks, and global campaigns, as soft power, branding, and stakeholder collaboration. India's diversity in storytelling is second to none.
The richness of our filmic tapestry gives us the vibrancy, shine, and reach that very few countries and networks can match. Despite these positives, the international positioning of Indian storytelling has not captured the podium. Let us explore ways, methods and ideas to suggest a 'Way Forward for Indian Cinema'.
To begin with, we need a cinema-first strategy to capture the sublime mood, matrix and authenticity of Indian storytelling through the cinematic lens. Our strategy at times is based on ad-hocism, which ignores perfection, timeliness and coherence. A case in point is our elusive dream to win an Oscar through an official Indian nomination. Winning an Oscar requires a deep, well-thought-out strategy, incorporating touch points that will create a lasting impact. Our thrust should be to design a calibrated strategy with clear goals, mechanisms, and support for maximizing our reach to critical stakeholders.
The Oscar and related awards have to be conducted in a 'Mission Mode' where every stage is integrated into the mission objective of achieving the dream of excellence. If South Korea could orchestrate a global push for Parasite (2019), resulting in its historic Oscar win, India must now do the same, systematically pushing its best films into the international awards circuit.
Strategic communication must be part of the mission mode process. A strategy that translates the reach of Indian cinema, its creators to audiences through innovative methods. We need to inculcate cinema hubs at major filming touch points, promote Indian film festival week through MEA, reach out to academic's university, film clubs, in an effort to build a sense of Indian cinema, translating India's storytelling to talking heads across the world. This strategy would also entail linkages with prominent film schools, co-production houses & utilising diaspora fraternity across the globe.
International visibility will grow if India's diverse cinema voices are promoted & inculcated as priceless assets as part of the international branding and visibility exercise. Understanding of Indian cinema will improve only when cinephiles globally are involved as part of the global talent and marketing process. It is important that the I&B Ministry of the Government of India creates the channels, avenues and platforms to promote this mission mode through the National Film Awards & IFFI.
These two platforms may be seen as "Gateways to the Global Architecture" of storytelling and branding at Film festivals and global markets. A Mission Mode structure should include elements that echo - Excellence, Consistency, Continuity, Experimentation, New Talent, Voices, Technology and Innovations. All these combined leading to stories that appeal to audiences. The organisation of waves and waves bazar has given the needed push, yet more concrete milestones need to be adopted to reach the mission mode vision and goal of India being a hub of cinema.
The need of the hour is a structured approach to Indian cinema. Which combines visibility, outreach, and awareness through the 4Cs: Content, Creativity, Cultural Connect, and Conversations. A mission mode needs to break the shackles of traditional modes of nomination and selection of films for film festivals. We need to fast track creativity that is led by content matching global standards rather than hype.
The Challenge before strategists positioning Indian cinema is to globalise India's presence through content discovery & distinct storytelling. Indian cinema needs to energise cinematic imagination through the lens of Creators, Innovators and Entrepreneurs. The India of today, striving to achieve excellence, needs to push cinema as a brand, identity, and platform globally.
Cinema transcends power structures by influencing through its captivating narratives. Movies serve as public opinion and shaping international policies platforms for discussions and political analysis, sparking conversations that can drive societal transformation. Filmmakers and actors act as ambassadors with significant sway, using their work to facilitate cultural exchange and international conversations.
Cinema has become a platform for new ideas and concepts, driving integration through International Film Festivals and Awards. The role of cinema in today's world is incredibly significant. It serves as a diplomatic tool and a compelling medium to communicate ideas through storytelling, influencing international relationships. Beyond its audience, cinema has a far-reaching impact on global leaders, policymakers, and communities worldwide.
It acts as an envoy, spreading messages of peace, empathy, and solidarity through engaging stories that mirror the complexities of human life. There is no doubt that cinema now transcends entertainment in contemporary society. Nations are recognising the power of cinema as a tool to promote their agendas and perspectives on the world stage, underscoring its importance in diplomacy. Indian cinema needs this perspective.
(The author is a Commentator and Writer on Cinema. The views are personal.)
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