Since depiction of one’s culture is a very strong component of any country’s soft power, Indian cinema can play a significant role in the nation branding initiative, says Union Minister for Information and Broadcasting Anurag Singh Thakur, while emphasising the country’s potential to become the world’s content sub-continent

Union Minister for Information & Broadcasting Anurag Thakur has said that Cinema, as a soft power, can play a major role in nation branding initiatives. “Indian film industry and the government today recognize the potential of culture at the highest level. Depiction of one’s culture is a very strong component -of any country’s soft power,” he said.

Speaking at the recently concluded twoday seminar on ‘Indian Cinema and Soft Power’ in Mumbai, the Minister went on to say that a country’s ability to make itself appealing in a global market for ideas has become an important aspect of contemporary international relations. “Cinema can play a significant role in this by focusing on nation branding initiatives,” he added.

The Minister noted that rapid liberalisation, deregulation, and privatisation of the media and culture industries have transformed the Indian film industry in recent decades, while the expansion of global digital media industries and distribution technologies has ensured that Indian entertainment channels and films are increasingly visible in the global media space.

Speaking about the growing global popularity of Indian cinema, Shri Thakur stated that “today Hindi films are released simultaneously across the globe and its stars are recognised faces in international advertising and entertainment space.”

“Our films and music have captivated even the most remote African countries.” We know about countries like Nigeria, where the Nollywood market is heavily influenced by Indian cinema; Bollywood has also expanded into uncharted territories such as Latin America; and our cinema is making inroads into countries such as South Korea, Japan, and China,” he added.