From Hanuman Kind to CID: Rishab Shetty’s Kantara becomes one of India's biggest cultural brand ambassadors

Rishab Shetty's Kantara became a cultural phenomenon

Rishab Shetty directed and starred in the 2022 blockbuster Kantara. The film instantly became the biggest hit of the year and redefined the vision of the Indian entertainment industry, bringing the audience closer to their roots, showing more interest in folk rituals, traditional festivals, and regional mythologies.

Rishab dominated the screen with his powerful performance, dragging the spotlight back to the soil, sweat and spirit of India’s coastal folklore and culture.

Kantara notably became a symbol of local storytelling and culture in mainstream entertainment. The film’s impact went beyond box office success, influencing the direction of popular culture.

Additionally, the film's music style has also inspired many artists, including Hanuman Kind, to experiment with folk-fusion sounds. Meanwhile, popular and longest-running television shows like CID also started exploring myth, mystery and folklore narratives.

However, fans also witnessed the Kantara effect on the cricket field when Indian cricketer KL Rahul showed the Daiva dance as a celebratory gesture. Kantara unintentionally changed the game for local storytelling, making it popular and influential. Director Rishab Shetty didn't just make a movie, he started a trend.

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Several filmmakers and audiences were inspired, and soon stories based on local culture and traditions became widely acclaimed and loved. Meanwhile, the epic soundtrack of the film became an anthem, with the Daiva dance becoming a trend.

Kantara became a surprise hit and struck a chord with the audience. Besides this, the film went on to become one of India's biggest cultural brand ambassadors.

For the unsuspecting, Kantara revolves around a young tribal leader who reluctantly adopts the traditions of his ancestors to seek justice when greed leads to betrayal, scheming, and murder.