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The Millennial Woman in Bollywood : A New Brand, EPUB eBook

The Millennial Woman in Bollywood : A New Brand EPUB

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The subtitle says it all: how and why Bollywood found it worthwhile to explore the reality of the millennial women who are thriving in India - small part of the demographics but very influential.

Advertising discovered women as The Hindi film Heroine is a brand and brand ambassador.

The market met contemporary women who are independent, with freer attitudes to relationships, including pre-marital sex, Rom coms of the new millennium reflect this new-found freedom, defying patriarchy that still defines our society.

Globalisation is culturally irreversible. From the 1990s onwards, Bollywood has responded to globalisation with fear of loss of identity and desire to integrate with global trends.

It results in popular cinema becoming glocal. Bollywood celebrates nonconformists, subversives woman as the hero, stories in their own way unequivocally said No means No.

Most daringly. Iconic characters like Choti Bahu, Paro and Chandramukhi transformed into today's women with the power to change their lives.

This happened with the energy infused into the mainstream by indie filmmakers with vision and the will to tell stories in their own way.

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