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This has cultural contexts also. तू, तुम, आप are not intimacy indicators, they are respect indicators.

For Gods, elders, respectable ppl: आप
For peers, friends, cousins, children: तुम or तू

In East/Central UP, तू is really looked down upon. We’d rather abuse than say तू
In native Hindi lands, very little तू is heard outside of Punjab/Haryana/West UP area. Almost never for elders and Gods. It was a major culture shock for me when I moved to Delhi. Couldn’t get over it for more than a year. Thought everyone was so rude for using तू
Problem with deducing cultural norms from Bollywood films is that it is primarily dominated by Punjabis and Maharashtrians (who are both non-native speakers of Hindi) but because it is “Hindi films”, people assume this is “Hindi belt” culture.
Several bhajans and songs, for instance, use “Tu” and even after years of this, you’ll get a chamaat for saying “Tu” in front of elders and you won’t even know where it came from.
Infact the term for “using too much तू” in Hindi heartland is “tu-tadaak”. तड़ाक is the sound of a slap, implication being, saying “tu” is equivalent of slapping someone.
It appears many native languages of Western states dont have an equivalent of Tum so they use “Tu” which then overflows to Hindi. It appears Marwari is one such example. Non-native usage maybe forgiven but there would most certainly be a culture shock here.
Also often times “Tu” is used in poetry to make it rhyme, or if the bhajans/songs have role-play (eg Kailash Kher’s Babambam song has Shiva talking to Parvati as “Tu”). Also cannot overlook the Urdu effect where same reverence is not there.
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