The Millennial Woman in Bollywood: A New Brand

The subtitle says it all: how and why Bollywood found it worthwhile to explore the reality of the millennial women who are thriving in India - small part of the demographics but very influential. Advertising discovered women as The Hindi film Heroine is a brand and brand ambassador. The market met contemporary women who are independent, with freer attitudes to relationships, including pre-marital sex, Rom coms of the new millennium reflect this new-found freedom, defying patriarchy that sti...