Srinagar, Sep 09: The first-ever International Film Festival of Jammu & Kashmir witnessed Bollywood singer Sunidhi Chauhan, filmmaker Imtiyaz Ali, and actress Sharvari coming together on Wednesday to underline the need for a sustainable cinema ecosystem in the Valley.
The trio, who are in Srinagar to promote Ali’s upcoming directorial Mai Wapas Aunga, addressed a joint press conference at SKICC on the banks of Dal Lake, where they spoke about the film, local talent, and the growing interest among Kashmiri youth in filmmaking.
Imtiyaz Ali, known for films like Jab We Met and Rockstar, introduced the cast, highlighting the presence of Kashmiri actors. “Sanjay Suri is a local boy, from Burn Hall School, very much a Srinagar person. This is the first time I have worked with him. Sharvari plays Jia, and Vedant Rehna—another local boy—is back in his hometown,” Ali said. “The title Mai Wapas Aunga suits him.”
He also noted the enthusiasm among the Valley’s youth to learn the craft. “In the last conference, the Q&A was all about where to send stories and how to make them. Workshops and a film school would do wonders here. It will change the perspective of telling their stories,” he said.
Responding to a question on box office performance, Imtiyaz Ali said a film’s success was not dependent on the opening weekend alone. “When people go and like it, word of mouth spreads. Awareness, marketing, and access to theatres matter,” he said, adding that cinema culture in Kashmir was gradually evolving. “Look at the number of cafes here now. Entrepreneurs have always been in Kashmir—this is just the beginning.”
Sharvari, who made her debut with Bunty Aur Babli 2, said the film allowed her to explore a different era. “As young actors, we are looking for different stories. Language is not a barrier. Regional films bring such beautiful narratives. This was my first collaboration with Imtiyaz sir, and it was a great opportunity to get lost in that world,” she said.
‘Rare love and respect for Kashmir’: Sunidhi Chauhan
Sunidhi Chauhan, who had earlier lent her voice to the Kashmiri track Laila Zoola in Laila Majnu, said she felt a deep connection to the Valley. “The love and respect you all have for Kashmir is rare to see. I am waiting for a chance to come here with my concert. I cannot wait to see the energy of the audience here,” she said.
At the request of the media, she sang a few lines of the popular song Bumro, drawing applause from those present.
The festival, being held for the first time in the Union Territory, is seen as a significant step towards integrating the region with mainstream cinema and providing a platform for local storytellers. With celebrities and filmmakers expressing optimism, the event has generated considerable buzz across the country, signalling a new chapter for Kashmir’s cinematic aspirations.
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