As someone who hails from that part of the world, let me chime in for a second. This is India. Over-the-top, cheesy, melodramatic and cringe-worthy acts are the norm here. It all "fits". That's nothing against the Indian culture, but it's just how bollywood has laid a playform that influences the culture there.
So eventho this makes us (westerners) facepalm, it might be a different reaction for the mainstream public in India.