Coldplay’s latest music video has been criticised for showing a “stereotypical” image of India with Hindu holy men, peacocks and colourful festivals.
The British rock band featured Beyonce in their Super Bowl half-time show on Sunday, but did not perform their new collaboration, Hymn For The Weekend.
Bruno and Beyoncé and all your teams. Thank you. We love you so much. Love Coldplay pic.twitter.com/ULxc4nywHQ
— Coldplay (@coldplay) February 8, 2016
The four-minute video for the song shows Coldplay being chased and pelted with colour as residents celebrate Holi, the Indian festival of colour.
Many Indians say it stereotypes India as the land of holy men and pagan festival rituals. They say the video ignores changes in India following the economic boom that has altered the face of many towns and cities.
The music video, shot almost entirely in India’s entertainment capital Mumbai, also has a two-second appearance by Sonam Kapoor, an up-and-coming Bollywood actress.
A story to tell my grandkids! I was in a @Coldplay video! Woo hoo! #biggestfan https://t.co/gY2r9orAnq
— Sonam Kapoor (@sonamakapoor) January 29, 2016
The video has triggered a debate among India’s English-speaking elite about cultural appropriation as Beyonce appears dressed in typical Indian wedding finery, on billboards and in a bioscope painted in many hues.
In 2008, Danny Boyle’s multiple-Oscar winning film Slumdog Millionaire faced similar criticism for its portrayal of poverty and corruption in India, with critics saying the film showed the country in its worst light.
Reaction on Social Media has been mixed.
Loved the Coldplay video. It's the best Incredible India campaign we could have got considering we don't have a brand ambassador #Aamir
— Atul Khatri (@one_by_two) January 31, 2016
to be clear i actually really liked the coldplay x beyonce video.
it depicted beautiful imagery of india that is rarely ever shown.
— Jasmeet Singh (@JusReign) February 6, 2016
So finally watched the new Coldplay video. Tried to count the India cliches. Gave up after first 30 secs. #HymnForTheWeekend
— Sreenivasan Jain (@SreenivasanJain) January 30, 2016
India is not just what #Coldplay has shown in their video.
— Biswatosh Sinha (@biswatosh) January 30, 2016
@coldplay Hymn for the weekend is so good. Lyrics teeming with respect and admiration for India's rich heritage and open heart. Love it :)
— Ashish (@iSoumyashish) January 30, 2016
#india #Coldplay #Beyonce #SonamKapoor amazing colours and #heritage! It's a #happyvideo loved the #JaniKhosla grt outfit. #thumbsup
— Shikha Pandey (@shikhapandey) January 30, 2016
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