Indian storytelling captivates and inspire audiences worldwide. With the right strategy, this moment can shape the future of Indian cinema

The Namaste at the Oscars 2025 has reinforced the idea of Vasudhaiva Kutumbakam: “The world is one family,” a vision that transcends borders yet thrives on respect, mutual interdependence and a shared spirit of creativity. This symbolic gesture was not merely a greeting but a powerful moment of inclusivity, reflecting cinema’s unique ability to bring together artists, audiences and creators from across the globe.

This moment at the Academy Awards highlights how soft power is no longer confined to diplomacy alone; it now permeates events, institutions, and cultural exchanges. Cinema, often regarded as the perfect brand platform for fostering relationships, stood at the centre of this phenomenon.

The Namaste was a gateway, introducing the legacy of Indian storytelling to a diverse global audience and reinforcing the deep cultural interconnect between nations through the lens of cinema.

Beyond its immediate impact, this gesture has set the stage for the future of the Oscars and similar global platforms.

It paves the way for cultural ethos to play a larger role in how nations and their creative industries collaborate and connect.

A simple, well-timed Namaste has given Incredible India a renewed global identity, transforming its participation in world cinema from occasional recognition to strategic influence.

Conan O’Brien’s decision to open the Oscars with Namaste was not accidental. It was a statement, an acknowledgement that Indian cinema is no longer at the periphery of global storytelling. This was not a token mention of India, nor was it a cursory reference to its billion-strong audience.

This was a recognition of India’s growing cinematic legacy and influence. India has long been part of Oscar history, but often through an external gaze. Films like Gandhi (1982) won big, Lagaan (2001) came close, and Slumdog Millionaire (2008) swept the Academy Awards, yet these narratives were largely shaped by Western filmmakers. The paradigm began to shift with R (2022), which not only won an Oscar for Naatu Naatu but also forced global audiences to acknowledge the unapologetic, high-energy storytelling of Indian filmmakers.

This shift was further cemented when Payal Kapadia’s All We Imagine as Light (2024) won the Grand Prix at Cannes, a rare honour for Indian cinema. Films like Chaitanya Tamhane’s The Disciple (2020), Rima Das’s Village Rockstars (2017), and Nandita Das’s Manto (2018) have been steadily breaking barriers, proving that Indian cinema is no longer defined by stereotypes but by diverse, powerful narratives.

The power of this Namaste must be harnessed beyond the Oscars. As India gears up for Cannes 2025, this moment should serve as a launching pad for stronger positioning. India’s representation at global film festivals must be strategic; ensuring that films sent to these platforms reflect the depth, diversity, and dynamism of Indian storytelling.

The Cannes Film Festival has already been a crucial stepping stone for Indian cinema. From Neecha Nagar (1946) winning the Palme d’Or to Masaan (2015) winning the Un Certain Regard prize, India’s legacy at Cannes has been long-standing. However, now is the time to transition from isolated wins to sustained influence.

The government and industry stakeholders must work together to ensure that Indian cinema is not just participating but actively shaping the conversation. One powerful example of how such moments create ripples is Life of Pi (2012). When director Ang Lee won the Oscar for Best Director, he greeted the audience with a Namaste, acknowledging the deep Indian cultural influence on the film.

That moment reinforced India’s storytelling traditions, but the Namaste at the Oscars 2025 is even more significant; it wasn’t just about one film, it was about the entire Indian cinematic movement.

India must now leverage this momentum through platforms like WAVES, the country’s film export initiative. WAVES has the potential to push Indian cinema into untapped markets, ensuring that films from independent, regional, and mainstream creators reach wider international audiences. 

By riding the wave of this Namaste moment, WAVES can position Indian cinema not just as entertainment, but as a formidable cultural force. Strategic collaborations, international distribution networks, and dedicated Oscar campaigns must now be part of the plan.

If South Korea could orchestrate a global push for Parasite (2019), resulting in its historic Oscar win, India must now do the same, systematically pushing its best films into the international awards circuit.

This is not just about recognition; it’s about claiming a rightful place in world cinema. The Namaste at the Oscars 2025 should serve as a wake-up call, a reminder that Indian cinema has evolved from a land of fantasy to a nation of action. It is no longer a question of whether Indian films will win the Oscar; it is now a matter of when and how often. India is no longer a guest at the global film table-it is a host, a creator, and an influencer.

The Namaste was not just a greeting; it was an invitation for the world to recognise Indian cinema’s true potential. The time to capitalise on this moment is now. With the right vision and action, this could be the defining decade when Indian cinema not only participates in global storytelling but leads it.

The world has acknowledged India. Now, Indian cinema must ensure that every frame, every story, and every festival presence echoes the power of that Namaste.

The Namaste at the Oscars 2025 was more than a greeting-it was a defining moment for Indian cinema on the global stage. It symbolised India’s growing influence in storytelling, marking a shift from sporadic recognition to strategic presence. To sustain this momentum,

India must leverage platforms like WAVES, push for global collaborations, and ensure strong representation at festivals. The world has acknowledged India’s cinematic potential; now, it is time for Indian cinema to lead. With the right strategy, this moment can shape the future, ensuring that Indian storytelling continues to captivate and inspire audiences worldwide.

(The writer is former civil servant writes on cinema and strategic communication. Inputs provided by Zoya Ahmad and Vaishnavi Srinivasan)