Why Europe’s Top Football Clubs Are Going Bollywood on Instagram

When Football Meets Bollywood

When Alexander Isak arrived at Liverpool, the club chose a soundtrack that had little to do with football but everything to do with Indian cinema. The scene was underscored by music from Kabhi Khushi Kabhi Gham, instantly striking a chord with fans who recognized the Shah Rukh Khan classic. The cheeky caption “Alexander Raichand” from Real Madrid’s Mumbai fan unit made it clear—Bollywood had found its way into global football storytelling.

Clubs Embracing Indian Pop Culture

Across Europe, top clubs are increasingly using Bollywood and Indian music in their Reels. Dominik Szoboszlai’s debut was paired with the high-energy Kukkad from Student of the Year, while Manchester City introduced Gianluigi Donnarumma with the hit Main Hoon Don. In another playful edit, Gigi’s presentation was reimagined as if it were happening in Mumbai, complete with paparazzi-style audio. Even La Liga has joined the trend, using the Marathi classic Ganpati Majha Nachat Aala to highlight its stars, while Borussia Dortmund’s feed often looks like a crossover of Bundesliga goals with Bollywood vibes.

Why This Strategy Works

The move is not just about entertainment; it is strategic. India is Instagram’s largest market with over 362 million users in 2025, and Reels is the most engaging format on the platform. By integrating Bollywood and regional music, clubs are localizing content that has global appeal. The familiarity of Indian songs creates instant relatability for Indian fans, while the quirky, unexpected soundtracks make the content go viral worldwide. This helps clubs build stronger fan loyalty, grow digital engagement, and unlock new commercial opportunities in markets like merchandise sales, sponsorships, and streaming partnerships.

Bollywood as a Global Engagement Tool

What was once considered niche is now a proven engagement strategy. The global virality of Bollywood songs on Reels means that clubs can connect with audiences far beyond India. Fans in Europe, the US, and Africa are discovering Indian tracks through football edits, blending two cultural superpowers into one digital format. For football clubs, this fusion reflects a deeper truth about social media—content wins when it is culturally resonant, locally authentic, and globally shareable.

The Bigger Picture

By adopting Bollywood soundtracks, football clubs are not only winning attention but also signalling that India matters in the global sports and entertainment ecosystem. The crossover of cinema and football on Instagram Reels is creating a new cultural playbook—one where a Champions League signing announcement can go as viral as a Bollywood dance sequence. As Instagram continues to grow as India’s most influential platform, expect more global brands to lean into this formula of local culture amplified by global reach.

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