As Prime Minister Narendra Modi embarks on his diplomatic visit to Nigeria (first visit in 17 years), Brazil (G-20 Summit) and Guyana on November 16, 2024, cultural exchanges between these nations and India take center stage. One of the most vibrant and influential elements of India’s cultural export is Bollywood, which has made its mark in all three countries in unique ways. Bollywood serves as a bridge, transcending language, geography, and culture. This article explores the growing popularity of Bollywood in Brazil, Nigeria, and Guyana, highlighting how Indian cinema fosters a deeper cultural understanding and collaboration.
Brazil: Bollywood’s Growing Appeal in the Land of Samba
Brazil, a country with a rich history of musical and cultural diversity, has long embraced a variety of international influences. While Hollywood has dominated the Brazilian entertainment landscape for decades, Bollywood has made significant inroads, particularly in the last few years. One of the key moments in this cultural shift came in 2009, when the Portuguese-language soap opera Caminho das Índias (India: A Love Story) became a massive hit in Brazil. The telenovela, which was set in Jaipur and depicted an intercaste romance, not only introduced Brazilian audiences to Bollywood’s storytelling style but also featured Brazilian actors dancing to Bollywood songs and even speaking in Hindi. The series attracted over 30 million viewers and sparked a lasting interest in Indian culture, including its cinema.
Filmmaker Imtiaz Ali, who has worked with Brazilian actress Gisele Vidotto Montero in the film Love Aaj Kal, provides valuable insight into the cultural connection between Brazil and India. Ali, reflecting on his experience with Montero, emphasized the cultural similarities that make Brazilian and Indian cultures resonate with one another. He shared:
“My association with Brazil. In a film called Love Aaj Kal, I worked with this wonderful model and actor called Gisele Vidotto Montero who was from Sao Paulo, Brazil. The beauty of it is, she was playing a village girl from Punjab and that too of the 1980s. An old-fashioned Indian girl who has never been out of a small town maybe. Everybody was convinced that this girl is actually an Indian girl and that too perhaps a small-town Indian girl. And it was the biggest revelation, the biggest shock when people got to know that this girl is actually a Brazilian girl.”
Ali’s reflections underscore the cultural affinities that exist between Brazil and India, despite their geographical distance. The role of Montero in Love Aaj Kal, playing a simple Indian girl from a rural background, struck a chord with audiences not only for her performance but because of the seamless connection she had with Indian traditions. According to Ali, Montero could easily understand the nuances of Indian culture—whether it was family dynamics or the celebratory nature of dance—because of the similarities to her own upbringing in Brazil. “There is a semblance in the cultures,” Ali notes, adding that both Brazil and India share a strong cultural fabric centered around family, community, and celebrations.
These cultural intersections have not gone unnoticed in Brazil, where Bollywood’s presence continues to grow. Indian films are increasingly being shot in Brazil, with productions like Dhoom: 3 showcasing Brazil’s exotic landscapes. Indian filmmakers are also collaborating with Brazilian production teams to bring Bollywood’s fast-paced filmmaking style to life, furthering the cultural exchange. Ali himself has expressed enthusiasm about such collaborations, seeing them as opportunities to combine the strengths of both cultures. His admiration for Brazil goes beyond cinema—he humorously shares how he’s a fan of Brazil’s national football team, drawing another connection between the two nations. “I have got a Brazil football t-shirt that I keep safely in my house. And in every World Cup I see all the matches on television wearing this shirt of Brazil,” Ali laughs, revealing how sports and culture often intersect to create lasting bonds between countries.
Nigeria: A Long-Standing Love Affair with Bollywood
Nigeria, especially its northern regions, has been a fan of Bollywood for decades. Indian films, with their melodrama, music, and family-oriented themes, have captivated generations of Nigerians, influencing local fashion, music, and even literature. The Hausa youth in northern Nigeria, in particular, have adopted Bollywood’s stars and songs as part of their everyday life. Film icons like Amitabh Bachchan, Dharmendra, and Rishi Kapoor are not just names but cultural symbols, with their roles often reimagined in local contexts. In fact, these actors are so beloved that they have earned affectionate nicknames in Nigeria, such as Sarkin Karfi (King of Strength) for Dharmendra and Mace (Woman) for Rishi Kapoor.
The appeal of Bollywood in Nigeria transcends language barriers. Despite the fact that many Nigerians may not speak Hindi, Bollywood films have found a passionate audience in the country. The music, the larger-than-life storylines, and the vibrant dance sequences have all contributed to the rise of Indian cinema as a cultural force. Bollywood’s influence on Nigerian fashion has also been significant, with local designers incorporating elements of Indian style into their collections. Furthermore, Bollywood songs have been adapted into local music, influencing the style of Nigerian musicians.
However, despite this strong cultural presence, Nigeria’s own film industry—Nollywood—has also risen to global prominence. Nollywood, which produces a vast number of films annually, has grown into one of the world’s largest film industries, though it faces challenges such as piracy and low production quality. There is hope, however, that a closer collaboration between Bollywood and Nollywood could help elevate the Nigerian film industry. With India being the largest producer of films globally, Bollywood’s expertise could assist Nollywood in overcoming its hurdles and regaining its position among the top film-producing nations.
Guyana: Bollywood’s Strong Connection with the Indian Diaspora
Guyana, a small Caribbean nation, has a unique and deep connection with Bollywood, thanks to its large Indian diaspora. Many Guyanese trace their roots back to indentured labourers brought to the country from India during the 19th century. This shared history has led to a strong cultural affinity for Indian traditions, including film. Bollywood has remained an integral part of Guyanese culture, with Indian films and television shows regularly watched across the country. Popular films such as Dilwale Dulhania Le Jayenge, Kabhi Khushi Kabhie Gham, and Sholay continue to enjoy timeless popularity.
Television shows like Pavitra Rishta and Kumkum Bhagya have found a loyal audience in Guyana, where Indian soap operas and reality shows often attract large viewerships. Bollywood’s influence extends beyond the screen, as Indian singers, including the famous Sonu Nigam, frequently visit Guyana, performing for enthusiastic crowds. Amitabh Bachchan, Shah Rukh Khan, and other Bollywood stars are cultural icons in Guyana, and their presence in the country is a testament to the deep-rooted love for Indian cinema.
One of the most iconic Bollywood films in Guyana is 1838, which narrates the story of Indian indentured labourers arriving in the country. The film resonated strongly with Guyanese audiences, as it reflects their own historical journey and struggle. The themes of family, sacrifice, and resilience, central to Bollywood cinema, align with the values cherished by the Guyanese people, further strengthening the connection between India and Guyana.
A Shared Cultural Heritage and Future Prospects
The popularity of Bollywood in Brazil, Nigeria, and Guyana reflects the shared cultural values and historical ties between these countries and India. Whether it is through the familial themes that resonate with Brazilian audiences, the influence Bollywood has had on Nigerian youth, or the long-standing affection Guyanese people have for Indian films, Bollywood continues to be a powerful cultural export.