"Pop Culture" Isn't really a culture at all. It's more like a tasteless trend that has caught on to younger people who lack a sense of inner self so they resort to celebrities as role modals.
And I really wouldn't like to see a place like India which is rich in it's own culture go spiraling down by losing it's values and; morals because everyone there all of a sudden wants to be like, 50 cent, Jonas Brothers, Paris Hilton and, etc.
Or did you really mean pub culture after all?