The 2025 Cannes Film Festival proved to be a pivotal moment for Indian author and filmmaker Bhuvan Lall as he unveiled his newest book, Namaste Cannes: The Rise of India’s Soft Power, at a prominent launch event held at the historic Carlton Hotel on May 17. The occasion served as a powerful symbol of India’s rising stature on the global cultural and cinematic stage.
The book launch garnered widespread attention and praise, underscoring the impact of India’s cultural footprint at one of the world’s most prestigious film festivals. Among the many distinguished guests attending the event were acclaimed figures from across the globe, including legendary Hollywood producer Ashok Amritraj, billionaire industrialist Prakash Hinduja, William Pfeiffer, Chairman of Global Gate, celebrated art historian Sundaram Tagore, and a range of internationally renowned filmmakers such as Gurinder Chaddha, Rima Das, Sudhir Misra, Pan Nalin, Deepak Tijori, and Vijay Singh. Together with leading personalities from both Indian and global cinema, they came together in a show of solidarity and celebration of India’s cultural ascent.
Christian Jeune, Deputy Director of the Festival de Cannes, offered high praise for the event and the book, stating, “Namaste Cannes is the highlight of the festival for me this year!” His remarks emphasized the growing recognition of India’s artistic contributions in international circles and pointed to the symbolic importance of the launch at a time when India’s presence is becoming increasingly visible in global media.
The event exuded a strong sense of pride and accomplishment, showcasing India’s evolving role as a major cultural influencer. Bhuvan Lall, clearly moved by the moment, shared his personal reflections on the launch and his decades-long association with Cannes. “Cannes 2025 has been a dream come true, both for my journey of 3 decades at the festival and the launch of Namaste Cannes. I’m honored to share this story of India’s soft power with the world,” he said.
A key element of the celebration was the focus on India’s expanding influence in the realm of soft power, particularly through cinema, storytelling, and cultural diplomacy. Namaste Cannes: The Rise of India’s Soft Power delves into this theme, tracing how India has steadily built a meaningful presence at Cannes and beyond. The book captures India’s unique role in shaping global conversations through its films and artistic expressions, providing readers with a comprehensive look at how the nation’s soft power has grown and evolved over the years.
Now available for purchase globally on Amazon, the book is expected to attract readers interested in the intersections of culture, cinema, diplomacy, and India’s international rise. Through detailed narratives and thoughtful analysis, Bhuvan Lall paints a vivid portrait of a country that is not only the world’s largest democracy and a booming economy, but also a formidable force in the global cultural landscape.
Amit Khanna, Former Chairman of Reliance Entertainment, reinforced this viewpoint with a strong endorsement of the author’s work and insight. “No one is better than Bhuvan Lall to document India’s journey as an important global power in the world of media and entertainment,” he said. This recognition from an industry veteran adds further credibility to Lall’s ongoing efforts to spotlight India’s cultural achievements.
For those unable to attend the book launch in person, a video of the event held at the Carlton Hotel offers a glimpse into the atmosphere, the energy of the attendees, and the proud reception the book received. The footage encapsulates the vibrant blend of tradition and modernity that characterizes India’s contemporary global image.
The guest list itself was a testament to India’s strengthening ties with global cinema. From the seasoned experience of veteran directors to the emerging voices of new-age filmmakers, the launch brought together a cross-section of Indian creativity and international admiration. Their presence reinforced the book’s central message: that India’s cultural power is not just growing but thriving, drawing attention, respect, and admiration from all corners of the globe.
The selection of Cannes as the venue for this launch was deeply symbolic. As one of the most celebrated film festivals in the world, Cannes has long been a benchmark for cinematic excellence. Holding the book launch here sent a powerful message about how far India has come in terms of artistic recognition and global outreach. For Bhuvan Lall, whose own relationship with the festival spans over thirty years, it was a moment of deep personal and professional fulfillment.
In Namaste Cannes, Lall documents this long journey with depth and nuance. The book not only traces India’s visible participation in the festival but also examines how the country’s storytelling traditions, cinematic innovations, and cultural richness have earned it a unique place on the global stage. By chronicling these developments, Lall continues his role as a chronicler of India’s historical, spiritual, and artistic legacy.
His earlier works have already established his credentials as a storyteller who brings a thoughtful, historically rooted approach to contemporary subjects. With this latest publication, he adds yet another dimension to his body of work, focusing on India’s cultural diplomacy and its strategic use of soft power in the global arena.
As Lall stated during the event, the inspiration behind the book stems not just from his personal journey but from the larger transformation of India’s global identity. This transformation, he believes, is being led not only by economic growth and political shifts but also by India’s ability to tell stories that resonate across cultures.
The reaction to the launch at Cannes underscores a broader shift in perception. What was once considered a peripheral presence is now viewed as central to the international dialogue on cinema and culture. With the release of Namaste Cannes, Bhuvan Lall has provided a timely and insightful contribution to this narrative.
India’s growing engagement with the world through art and media is not just about representation; it’s about influence. It’s about how ideas, values, and perspectives from one part of the world can inspire and inform others. And at Cannes 2025, this message came through loud and clear.
As readers around the world begin to explore the pages of Namaste Cannes, they will encounter more than a festival memoir or a celebration of Indian cinema. They will find a story about identity, transformation, and the subtle yet powerful forces that shape our understanding of nations and cultures.
Through his work, Bhuvan Lall continues to amplify the voice of a country that is not only telling its own stories but also shaping the stories the world tells about itself.