Country | |
Publisher | |
ISBN | 9780190130473 |
Format | HardBound |
Language | English |
Year of Publication | 2022 |
Bib. Info | vii, 268p.; 24 cm. |
Product Weight | 450 gms. |
Shipping Charges(USD) |
This book is about how and why Bollywood found it worthwhile to explore the reality of the millennial women who are thriving in India - a small part of the demographics but very influential. Advertising discovered women as choosy consumers and influencers. The Hindi film Heroine is a brand and a 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 still defines our society.