“This is the first report of the study “Influence of Bollywood in former Soviet Union” by The World Reporter Research. We will release more issues with more statistical information. Follow us on any platform of your choice to stay in touch”



Вы можете прочесть статью на русском здесь The period from 40s to 60s, when Bollywood was experiencing its golden era, Hindi cinema had one more admirer other than the Indians, the ones in the mighty Soviet Union. The biggest country of its time, one of the most powerful nations was culturally inclined towards India without much of the knowledge of common Indians. More than the politicians, it was Bollywood that made sweet and strategic relations between the two countries. (Read More: Role of Russia in 1971 Indo Pak War) It was a belief that two prominent figures from India would be known to everyone in USSR, first being Jawaharlal Nehru, and other being Raj Kapoor.

Prior to the collapse of Soviet Union, Hollywood movies in erstwhile USSR were banned. The socialist country needed another source of entertainment and Indian Cinema fit well to their needs. Earlier in 50s, the USSR was recovering from the losses from the Second World War and India was also struggling to stand on its feet after a two century long colonial rule of Britain. There was similar kind of political environment in both the countries. Indian movies at that time were suitable for people of all ages and the movies gave utmost importance to the idea of family which was well appreciated in the Soviet Union.

Awaara (Vagabond/Вагабонд) Image by top10reviews.in

My friend Anya from Ufa, surprised me when she told me that in villages, when Indian movies dubbed in Russian were shown in cinemas, the streets used to get deserted. People would lock their homes and head to the cinema.

After the collapse of the Soviet Union movies distribution system ceased to function and the advantage of this void created was taken by the Hollywood, who had aggressive and better business skills compared to the Indians. Soon American movies became popular in new Russia, and the popularity of Indian movies started diminishing. Unfortunately 90s was also the time when even in India people believed that it was the worst age of Bollywood in terms of quality of movies and talent.

Indian movies started to disappear from the cinema, but they were still popular on TV. Those who were born in the later stage of Soviet Union or early stage of formation of Russia are familiar with Indian movies specially Sita aur Gita (Zita I Gita). The movie was repeatedly shown on Russian television and parents who loved this movie made their kids to watch it. While people from Soviet Union respect and love Raj Kapoor as an icon of Bollywood. The new generation admire Disco Dancer and Sita aur Gita more.

Seeta aur Geeta (Zita i Gita/Зита и Гита)

My friend Elena, who was born few years before the collapse of USSR, is a proud Russian and a fan of Indian movies. When she comes to India, she turns on Indian music channels on TV and identify actors and actresses and confirms with me with her distinguishable Russian accent. I am mostly impressed with the immense knowledge of Indian cinema most of the Russians have.

Bollywood is something that can enhance people to people contact between the two countries which will prove to be beneficial in the future. Bollywood has helped bringing Soviet Union and India closer, and it can help two potential superpowers come closer again.

It is still not late for India and Russia to tap on this business worth millions of dollar. The Soviet generation is still there and there are still youngsters who grew up watching Indian movies on television. Considering this, Indian film industry can easily compete with Hollywood which has a history of showing Russians as not so good people.

When I was doing this research, I was surprised to see a friend of mine approaching me and saying “Sanskar I have watched Indian movie.” It was a big surprise for me because I had never expected it from her, I know her for past two years, but we never talked about India or Indian movies. “Veronika, you also?” I said with a big surprise, “How? When? Where?” And she told me that her mother was a big fan of Indian movies and she watched Zita I Gita (Sita aur Gita) with her many times on TV.

She is one of those modern Muscovite in her early 20s who listens to western pop music and sometimes Russian music too. Although now she doesn’t watch Indian movies, but if she has liked it once, then she can watch it again, only if India realizes the potential of entertainment business in Russia.

Now Indian movies in Russia have disappeared from Cinema as well as TV. Yes, once in a while Indian movies do release in Russian cinema for example Ranbir Kapoor’s Yeh Jawaani Hai Deewani’s Russian dubbed version is set to release in few weeks. India TV, not to be confused with the news channel in India, is another hope for Bollywood loving Russians which often shows Indian movies. Internet has made accessing Indian movies very easy. It is very easy to find pirated Russian dubbed Indian movie or Indian movie with Russian subtitles online on torrents.

Often Indian cultural and movie fests are organized throughout Russia and almost every time they are concluded as big success. This is enough for the two countries to harness the potential of this business for the benefit of two countries. Indian movies are often big hit in the US and the UK and that is because of large number of Indian population in those countries, that is not the case in Russia, Africa and South Asia (India excluded) and still they admire Indian movies. India can look at it as a tool. It is India’s soft power. Unlike military power, which is destructive in nature, this soft power of culture and tradition unites people.

To learn more about Bollywood’s influence in former USSR, The World Reporter Research took this up as a project. We randomly asked people of former Soviet Union from different regions across the length and breadth of erstwhile USSR with the help of Social Media, online surveys and manual surveys by our friends and student journalists based in the former USSR.

Cities from where data has been collected. Green: People of former USSR questioned living within the former boundary of former USSR Red: People of former USSR questioned living outside former USSR When we asked people if they have ever seen an Indian movie, it was surprising that almost everyone replied with a Yes. Almost everyone has seen an Indian movie some or the other time therefore Bollywood, if introduced again, will not receive an alien tag. Indian movies and tradition is more popular among Russian women than men. It is very common to see a Russian woman dreaming to be dressed or dance like an Indian. Among the people who said they have watched Indian movies, 94% of them were women and 6% of them were men.

In an informal discussion with some of my Russian friends, I asked them why is that Russian women or any foreign women love Indian culture and tradition. The conclusion of the discussion was amazing and convincing. Each region of India has its own dress, customs, style of wearing Sari and accessories. Women love to get dressed beautifully and use accessories that make them look pretty. Indian women use a lot of accessories along with their traditional clothes like Bindi, Mehendi, Benda, flowers, Bangles, Gold Jewellery, Payal, toe rings and finger rings, etc. Such a huge variety can excite any woman.

We wanted to know how the people in former Soviet Union came to know about Indian movies and how they began watching it. Those who are above 35 said they have been watching since Soviet time when Indian movies were shown in cinema. But we were curious to know about the present young generation. How did they start watching?

Our Survey results suggested that young generation Russians were most influenced by their family to watch an Indian movie, especially by their mothers.

The reason behind Parents being most influential when it comes to suggest Indian movies to their kids is the popularity of Indian movies in the USSR. Looking at the impressive figure of those people who started watching Bollywood movies all by themselves, we can say that the interest for the Bollywood movie is still there among the people in former Soviet Union. We also asked the reverse question from the responders if their parents have ever watched Indian movies. The results itself gave us the idea of popularity of Indian movies in the USSR. Almost 85% responded with a Yes and rest responded with a No.

Parents of the present generation of former USSR watching Indian Movies

Most of the people of the present generation in former Soviet Union begin to watch Indian movies much earlier in their life. This shows that the Bollywood has good chance of winning the hearts of youths as well and not just the people born in Soviet Union.

Among the people who said they have never watched Indian movies or discontinued watching it, said that Indian movies have non-realistic similar plots, unnecessary songs in between the story and funny dances. This is the same reason why most of the Indians also do not like the movies of late 80s and 90s. Though some are exceptional. While Bollywood experienced its golden era in 50s and 60s, recently again we are getting to see new talent in the cinema, which can attract even those who do not like Indian movies.

Whether it is geopolitics, business or culture, India has been slow in identifying and utilizing the advantage. India has such a matured film industry, using which it can create an interest for the country in the rest of the world. People attracted culturally means a positive uplift of the image of the country, which is at the moment is known as a poor third world country to many. Countries like Switzerland, New Zealand, Greece and even China are inviting Bollywood to shoot their films in their country which promotes tourism for them, it is high time for Russia to utilize this tool and make their country a well-known tourist spot.