A Senegalese friend told me of his illiterate mother who takes a bus to Dakar every month to watch a Bollywood film – she doesn’t understand the Hindi dialogue and can’t read the French subtitles, but she can still catch the spirit of the films and understand the story, and people like her look at India with stars in their eyes as a result. An Indian diplomat in Damascus a few years ago told me that the only publicly displayed portraits as big as those of then-President Hafez al-Assad were of the Bollywood superstar Amitabh Bachchan.