Even something as traditional as cricket
Traditional Indian music is blended with the
is going through massive change in India.
pacing and rhythms of rock and party-remixes
Traditional test cricket is giving way to
and punchy, unconventional lyrics.
Twenty20 matches.
Bollywood has long been an Indian expression
The T-20 format, developed in the UK, has
of creativity. Even Bollywood films, formally
been welcomed by Indian spectators. It is
known as Hindi cinema, are giving way to
seen as ‘quick’ fun entertainment.
movies with a growing presence of English
India’s T20 league has brought a sense
words, phrases or even sentences (Hinglish).
of glamour and commercialization to this serious game with celebrity tie ins and even cheer leaders. Indian music is also making a comeback but in a new ‘modernized’ form. Indians are celebrating the heritage of Sufi music through festivals, documentary films, and Bollywood movies. They are proud of swinging with Sufi or Sufi inspired tunes.
So what? Buoyancy of Indian pride is palpable. Brands need to engage in a way that is uniquely Indian, not impose an external set of codes and western values.
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