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  • Indians love an underdog story
  • Indians love an underdog story
    Walt Disney Motion Pictures (2016) ©

Indians love an underdog story

Dangal – which translates as ‘Wrestling Bout' – is a film about a young woman from rural India who goes on to win gold at the 2010 Commonwealth Games. Since its release in 2016, it’s become the highest-grossing movie in Bollywood history, highlighting India’s soft spot for an underdog.



  • Article image Aldi: proving that people still love an underdog

    Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.

  • Article image A Cultural Snapshot of India

    Why are Indian families shrinking? What’s to become of the tradition of the home-cooked family meal? And how are Dalits fighting against age-old inequalities? This Cultural Snapshot uses local statistics and case studies to explore behavioural norms shared by Indian people in 2016.

  • Article image Diaosi: why the ‘losers’ of China are actually winning

    In China, calling someone a diaosi – which directly translates as ’penis hair’ – isn’t an insult. On the contrary, millions of Chinese in dead-end jobs, with no car, house or girlfriend identify with the term, wearing it as a badge of honour. But could self-deprecation be a danger to society?

  • Brewdog feels the downside of success Brewdog feels the downside of success

    Success can be a poisoned chalice for an indie brand. One minute you’re the little known underdog everyone loves, the next you’re the giant corporation owned by the man. Craft beer brand Brewdog is learning this the hard way, as it faces criticism for rapid market growth.