Mahtab Alam, Ex-Editor of The Wire Urdu spoke about popular usage of Urdu in Bollywood and poetry, and how it needs to become the language of all transactions to get more visibility. Urdu Culture Now, held on June 8, 2018, was a a spectacular jashn of contemporary Urdu culture. India is a multilingual land and yet the vibrance and beauty of the Urdu language is being systemically invisibilised from the cultural milieu of the country. 'Urdu Culture Now' explored the state of Urdu culture in Mumbai and showcased its multiple intersections with modernity, digital and urban India.