The Millennial Woman in Bollywood - A New 'Brand'?

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.