Instead of whining, let's own the monsoons

The West romanticizes winter with activities like skiing, while West Asia and Europe have siestas for hot summers, and South Asia, especially India, embraces the monsoon as a cultural cornerstone. Despite global weather messaging, the monsoon remains a defining feature of the region, inspiring art, cinema, and even potential branding opportunities. The monsoon symbolises resilience, growth, and renewal, shaping the national identity and evoking a range of emotional responses.