ETGIRS 2026: India’s Soft Power Edge - Kajol on Cinema, Culture and the Business of Trust

Why It Matters

The interview underscores culture as India’s strategic advantage, urging brands to leverage authentic storytelling and trust‑based endorsements to capture a rapidly maturing consumer market.

Key Takeaways

• DDLJ remains global cultural icon after 30 years
• Authentic Indian stories drive international brand success
• Cinema experience will complement, not replace, OTT platforms
• Credibility, not visibility, fuels Gen Z purchasing decisions
• Emotional shopping acts as therapy, demands brand integrity

Pulse Analysis

India’s cultural export has long outpaced its economic metrics, and cinema remains the most visible conduit of that soft power. *Dilwale Dulhania Le Jayenge* continues to draw packed screenings and even a statue in London, illustrating how a single film can shape perceptions of a nation across generations. This cultural capital provides a ready‑made narrative framework for companies that wish to resonate abroad, turning nostalgia and shared identity into a marketable asset.

For marketers, the lesson is clear: authenticity trumps imitation. Brands that embed genuine Indian values into their storytelling are more likely to earn the trust of discerning consumers, especially Gen Z, who can spot inauthenticity instantly. Endorsements now function as credibility tokens; a celebrity’s name carries weight only when backed by truth. Consequently, companies must align product promises with cultural confidence, using the emotional resonance of cinema to forge deeper connections that translate into purchase intent.

Looking ahead, the entertainment landscape will be hybrid. While OTT platforms dominate distribution, physical cinemas can survive by curating immersive experiences—live events, themed décor, and community gatherings—that digital formats cannot replicate. Simultaneously, the rise of “shopping as therapy” signals that emotional fulfillment is a core driver of consumption, demanding brands maintain integrity to sustain loyalty. Companies that blend cultural storytelling, experiential retail, and transparent advocacy will likely capture the next wave of India’s global growth.