In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Indian attitudes towards mental health and wellbeing have been gradually shifting, and research shows that people want more positive portrayals around the subject in media. As attitudes evolve, brands can turn to influential figures to provide positive representations and destigmatise the topic.

Diet Sabya is an Instagram account that has gained prominence in the Indian fashion industry. Its rise to relevance reflects a broader cultural shift among younger Indians, tapping into the zeitgeist that seeks transparency, calls out imitations, and appreciates genuine creativity.

Indian audiences are becoming appreciative of progressive themes in films, and actors like Ayushmann Khuranna are a part of this change. Sometimes problematic but with underlying social messages, his films shine in an industry dominated by larger-than-life heroes in formulaic cinema.

Pathaanmarked Bollywood star Shah Rukh Khan’s return to the screen after five years, bringing flocks of fans back to the cinema to turn up box office numbers. As people navigate political and economic uncertainty, classic stars and films are bringing forth a national sense of nostalgic comfort.