Producer Ektaa R Kapoor spoke at the Waves Summit 2025 this weekend, discussing the changing landscape of Indian storytelling and its growing global reach.
WAVES 2025: Ektaa R Kapoor talks about the balance of culture and universal appeal in Indian content: “The more rooted you are, the more relatability”
During a chat, Ektaa was asked how Indian stories are striking a balance between being deeply rooted in culture and universally relatable—especially in a world where content crosses borders with a click. The moderator also referenced her earlier views, noting, “You used to say earlier that if it crosses your rover…”
Kapoor, known for revolutionizing Indian television and pushing the envelope in digital storytelling, responded with her trademark clarity. “I think it’s all about rootedness, because the more rooted you are, the more relatability.”
She elaborated on how stories across the globe—whether a Korean drama, a Hollywood blockbuster, or a Marvel epic—are ultimately watched because they connect on an emotional level.
She elaborated on how stories across the globe—whether a Korean drama, a Hollywood blockbuster, or a Marvel epic—are ultimately watched because they connect on an emotional level. “You won’t watch something if it’s not relatable to you,” she added. “No one is going to the theatre or opening an app just like that—you’re either paying money or giving your time. It has to be worth it. And that worth comes from relatability.”
Kapoor emphasized that emotions are the great equalizer across cultures. “Euphoria, tragedy, love, romance, pain, passion—these are universal. We are more like each other than different, because we all are human. And the more you humanize your content, the more it resonates. That’s how stories travel.”
The audience, comprising creators, technologists, and cultural thought leaders, responded with applause to Kapoor’s view that the Indian storytelling DNA need not dilute its identity to appeal globally—in fact, its strength lies in its authenticity.
From the streets of small-town India to international streaming charts, Ektaa R Kapoor’s career has been a testament to that very idea.
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