How global pop culture has influenced India’s evolution in entertainment

Over the past decade, India’s pop culture landscape has undergone an incredible transformation. Traditionally defined by Bollywood, cricket, politics, and heritage—today’s pop culture in India is a vibrant blend of global influences. 

From social media to immersive OTT content, movies, international music festivals, online gaming, AI and technology, and fashion—global trends have played a pivotal role in reshaping India’s entertainment scene.

India has become an active participant in global culture, adapting and merging international influences to inspire new creative expressions across diverse media.

A digital cultural exchange

With over 800 million internet users, India has become a major player in digital media, allowing cross-pollination of global and local cultures. Platforms like YouTube, Instagram, Netflix, and Spotify have allowed Indian audiences to explore Western pop culture firsthand, creating a two-way exchange that infuses Indian creativity with international trends.

According to the FICCI-EY report, digital platforms represent nearly 38% of India’s entertainment sector and drive around 70% of media growth.

Global inspirations 

Hollywood’s high-tech storytelling methods have influenced India’s film industry significantly. With the rise of CGI, VFX, and animation, Indian cinema is integrating global visual aesthetics with local narratives, helping to attract international audiences.

This influence has extended beyond film to the advertising and brand campaigning industries, where stylistic storytelling through CGI and animation has become prominent. Brands like Jaquemus—known for their innovative and visually captivating ad campaigns—have set a standard for using CGI to create immersive brand stories.

Indian brands have started adopting similar techniques, incorporating animation and CGI in advertisements and music videos, which has become a crucial element of the pop music industry. 

Visual aesthetics showcased through CGI and animation on platforms like YouTube have become essential for rising Indian pop artists who aim to present themselves as global talents. For them, YouTube serves as a powerful platform, and producing visually compelling content has become a mandate in building their presence and engaging with audiences.

The advertising and music industry has embraced this shift, blending artistic storytelling with advanced technology to enhance how brands and artists are perceived globally, inspired by the high production standards of Hollywood.

The impact of global fashion is also evident, with major brands like Gucci and Louis Vuitton establishing strong footholds in India and influencing local designers.

A major highlight in India’s pop culture integration was the recent Dior event, which showcased global fashion in Mumbai and celebrated India’s growing influence in the luxury sector. The event’s success underscored how India has become a crucial destination for international brands. 

Global music festivals like Lollapalooza have also made their mark in India, highlighting how the music scene is evolving beyond traditional Bollywood. With the growing popularity of international genres, India’s hip-hop, pop, and indie scenes have gained momentum, fuelled by an audience eager to explore beyond conventional boundaries.

Looking at the future 

India has emerged as a growing hub for entrepreneurship—a sentiment echoed by Jeff Bezos and other global leaders. The influx of Western business models has given rise to a new breed of startups in India, blending international business strategies with local ingenuity. 

India’s role in global pop culture may still be evolving, but its trajectory is unmistakably promising. As India’s entertainment industry expands into areas such as animation, CGI, VFX, filmmaking, and podcasting, the country is poised to make a lasting impact on global pop culture.

Content creators, musicians, filmmakers, and artists in India are adopting international modes and methods while amalgamating them with local narratives, creating a dynamic and diverse media landscape. 

The next decade promises to be transformative, with India not only participating in but actively shaping the future of global pop culture through media, technology, entertainment, and cross-cultural exchanges.

Taufiq Khan is the Founder of Wolf Bread.