Prime Minister Narendra Modi referenced the Bollywood film "Kuch Kuch Hota Hai" during a speech to the Indian diaspora in Jakarta, Indonesia [1].
The moment highlights the use of pop culture as a diplomatic tool to strengthen cultural ties between India and Indonesia. By citing a globally recognized film, the Prime Minister tapped into a shared emotional connection that resonates with audiences across South Asia and Southeast Asia.
The reference has since gone viral online, sparking renewed interest in Bollywood cinema within Indonesia [2]. This trend follows a long history of Indian films finding success in the region, where the music and drama of Bollywood have traditionally maintained a strong following [3].
During the event, which took place in the presence of Indonesian President Prabowo Subianto, Modi used the film's popularity to emphasize the enduring bonds between the two nations [1]. The choice of a romantic drama served to humanize the diplomatic engagement and acknowledge the soft power of India's entertainment industry [3].
Karan Johar, the director of the film, said he was elated over the mention [3]. The interaction between high-level political leadership and cinematic history has created a digital ripple effect, with social media users sharing clips of the speech alongside scenes from the movie [2].
This instance of cultural diplomacy aims to bridge the gap between official state relations and the everyday interests of the public. By acknowledging the influence of cinema, the Prime Minister signaled an appreciation for the informal ways in which India and Indonesia maintain their relationship [1].
“The reference has since gone viral online, sparking renewed interest in Bollywood cinema within Indonesia.”
This event demonstrates the strategic application of 'soft power' in international relations. By leveraging the nostalgia and widespread appeal of Bollywood, the Indian government is reinforcing its cultural footprint in Indonesia. Such gestures often serve to soften the image of formal diplomacy, making bilateral relations feel more organic and rooted in shared cultural consumption rather than solely in political or economic agreements.
