A decade ago, India commanded the cultural imagination of the world. Its soft power—Bollywood’s cinematic verve, the mystique of yoga, the charisma of its diaspora, the reassuring hum of its democratic machinery—was not just admired but envied.
The early 2000s saw the apex of this enchantment, crystallised in the slick, vibrant campaign ‘Incredible India.’ The slogan wasn’t just branding; it was an assertion of identity. India was plural, modern, yet rooted. It was democratic, if chaotic. It was spiritual, but never stifling. It was, crucially, open.
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