The year 2025 is often compared to the Bandung moment of 1955, and for good reason. With the U.S. reordering traditional relationships, the opportunity for greater emphasis on the Global South is now. It is therefore time for India, Africa and ASEAN among others to re-burnish their Global South credentials and use that identity as a platform to engage each other more deeply.

As India seeks leadership in a multipolar world, cultural credibility is as vital as economic clout. Cinema gives India an edge with vivid storytelling, music, and empowering narratives, fostering understanding in a polarised world. Its popularity correlates with trade, as seen in the U.S., Russia, and Middle East. The more popular the cinema, the bigger the boost to trade.