“We didn’t capitalise after Slumdog Millionaire. For a few years, India was at the centre stage, with everyone talking about us. But we didn’t follow up,” Rahman says in an interview. “Some of our heroes are world famous. There is a sense of complacency, and satisfaction[…]. Somewhere, you need to show your culture in a grand way, and that we are also the oldest culture. Stories have to come out through stories, art, gaming.” “We have to tell our stories in a way the world enjoys them. If we don’t, others will tell our stories, which is not fair,” Rahman said.
“We can’t just be satisfied with the same kind of stories and narratives and sensibilities. We have to open up, show much more beauty and wisdom from India for the world to enjoy. In a way, it is marketing India to the world with art, sensibilities and beauty. It’s the biggest soft power of India.”Rahman also made a comparison to South Korea and how art from there, such as music (K-Pop) and films, have become popular. “There, the government also helps [with marketing] their musicians, movies and television. We know that Parasite won the Oscar. They had one big hit – Gangnam Style – and they followed it up.
