United Kingdom Prime Minister Keir Starmer’s visit to Yash Raj Films (YRF) studio in Mumbai on Wednesday was more than a ceremonial stop on his first official trip to India.
It symbolised a renewed cultural and economic strategy — one that sees the creative industries as powerful diplomatic tools capable of shaping trade, investment, and global perception.
The visit, part of Starmer’s broader two-day tour aimed at deepening India-UK relations, placed the spotlight firmly on collaboration through cinema.
With Bollywood emerging as a global entertainment powerhouse, the British government is looking to align cultural partnerships with its international trade ambitions, particularly in media and the digital economy.
UK-India ties: Building soft power through cinema
Yash Raj Films, one of India’s oldest and most successful film production houses, has been a central figure in shaping the modern image of Bollywood.
By visiting YRF, Starmer underscored Britain’s intent to tap into India’s growing creative economy — an industry valued at over £20 billion and expanding rapidly through global streaming platforms.
The UK has long relied on cultural diplomacy to enhance its global influence, and partnerships in film production, training, and post-production could create new bridges between the two nations.
The visit reflected how film can serve as both a cultural and economic connector, strengthening bilateral ties while promoting diversity and innovation.
Officials accompanying the British Prime Minister described the visit as part of a strategy to link creativity with commerce.
The focus was not only on showcasing interest in Bollywood but also on exploring ways to bring more UK-based production and post-production companies into India’s thriving entertainment market.
Collaboration beyond the big screen
India and the UK already share strong cultural ties, but Starmer’s Mumbai itinerary highlighted a shift toward institutional collaboration.
His visit to YRF is expected to open discussions about co-productions, joint film training initiatives, and exchange programmes that could give young filmmakers from both nations access to world-class resources.
Such collaborations would also benefit Britain’s own film ecosystem, which contributes nearly £12 billion annually to its economy.
Co-production agreements can allow studios to pool resources, reduce costs, and gain access to diverse audiences.
For Indian producers, it could mean easier access to European distribution networks and tax incentives through British film partnerships.
The UK’s interest in India’s cinematic sector also aligns with its trade diversification goals following Brexit.
As Britain redefines its global alliances, cultural industries — particularly film, television, and digital entertainment — are being positioned as growth sectors that can complement traditional trade in goods and services.
Linking culture with commerce
Starmer’s YRF visit came alongside a high-profile business delegation of more than 100 CEOs, entrepreneurs, and cultural leaders who travelled to India with him.
The meeting between representatives of the British and Indian film sectors symbolises the government’s integrated approach, blending creative diplomacy with economic engagement.
During his two-day stay, Starmer is expected to discuss broader trade and investment plans with Prime Minister Narendra Modi, including the Comprehensive Economic and Trade Agreement (CETA), which aims to remove tariffs on most goods and enhance services cooperation.
The creative sector is expected to play a role within that framework, especially through digital exports and collaborative media ventures.
The timing of the visit is also notable.
With the US focusing inward on protectionist policies under President Donald Trump, the UK’s strategy to engage Asia through culture and innovation represents a long-term pivot towards markets with high growth potential.
A symbolic partnership for a new generation
Starmer’s presence at YRF marks the first time a British Prime Minister has made a formal visit to an Indian film studio.
The gesture carries symbolic weight — acknowledging Bollywood’s global influence and the growing appeal of India’s cultural exports.
Beyond politics, the visit demonstrates an understanding of how storytelling, cinema, and sport can shape public sentiment and economic opportunity alike.
For both nations, it reflects a shared belief that the next chapter of diplomacy will not be written solely in boardrooms, but also on film sets and festival stages.
The post UK-India ties on screen: why Starmer’s YRF visit is a diplomatic game-changer appeared first on Invezz
