The Millennial Woman in Bollywood - Rao, Maithili
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This book is about 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 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.

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Produktbeschreibung
This book is about 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 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.
Autorenporträt
A freelance film critic who has written for many national and international publications. She was a lecturer of English before drifting into writing on cinema.