Mainstream cinema in India has evolved over the years and a keen look at it shows that it is directly moulds the culture that is perceived by the common man. It is a widely followed medium and people are found raring to go watch any recent releases. So, there is a direct influence on its large audience and hence, a whole populace because of this.
1.4 crore Indians go to movies on a daily basis, which is roughly 1.4% of the population.
Cocktail (2014), Yeh Jawaani Hain Deewani (2013), Shuddh Desi Romance (2013) are some of the movies that show a different attitude towards the perceived Indian culture. The main characters, here, are found to be a bit bent towards the taboo side. The female lead is a strong crusader of nightlife; does not mind to have a drink or two; even smokes or has ‘crazy’ ideals and more.
The fan following of these celebrities is overwhelming on twitter: Deepika Padukone has a fan numbering of 54,40,000; Kalki Koechlin has 1,90,000 followers; Parineeti Chopra boasts of 16,00,000 followers. This makes the impact more profound.
These trends are soon going to catch up sure, as they did from the Polka dots in Bobby (1973) to well-toned abs in Pyaar Kiya Toh Darna Kya (1998). People can become more comfortable with such ideals. Cinema surely shapes a civilization that has these traits in it long before, but does not approve them publicly. A new generation beckons.