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J&K Administration and J&K Tourism have assured a friendly Film Tourism policy and a Single Window Clearance for production applications soon to a delegation of Film producers led by Producers’ Guild of India. Representatives of 22 top film production companies at the aegis of the Producers’ Guild of India recently completed a 5-day familiarisation trip to Srinagar and neighbouring destinations of Gulmarg, Pahalgam recently and assured all support to the state to regain its lost glory as a film shooting destination. The familiarisation tour, the largest ever in terms of participation, was facilitated and curated by Raja Rani Travels of Mumbai.Commenting on the tour of the film producers, Ghulam Nabi Itoo, Director – Tourism (Kashmir), said, “Bollywood has always enjoyed hospitality and love of Kashmiri people. Our relationship with Bollywood spans decades and no other Indian state has had more films shot than Kashmir. The members of the FAM delegation have seen for themselves the beauty of Kashmir, enjoyed its hospitality, visited key destinations of Gulmarg, Pahalgam and Srinagar, and interacted with some of the highest authorities. We have taken note of their suggestions and guidance and assure them, we will create a correct and friendly atmosphere to facilitate smooth filming in Kashmir.”
Kashmir, which was the destination for film tourism in India has lost its charm over the years due to the atmosphere of unrest in the valley and emergence of overseas destinations and easy accessibility to those destinations. However, with the new political climate and the improving security environment, the J&K Administration is looking at regaining the lost ground by inviting more film productions into the destination.
“The beauty of Kashmir is unparalleled and while the Hindi film industry has a long-standing relationship with the cinematic splendor of the region, it was wonderful to be reacquainted with it in person. Above all, it was heartwarming to revel in the warmth, love and legendary hospitality of the people and their tremendous love for Bollywood. We are extremely keen on reciprocating the same by encouraging film, television and digital content producers to shoot in J&K. The Guild can and will play a pivotal role in assisting the Government in formulating ease of business and single window clearance policies that will aid filmmakers. We appreciate JK Tourism’s initiative to host this FAM, and thank them for the same,” said Nitin Tej Ahuja, CEO, Producers Guild of India, who led the delegation.
Abhijeet Patil, Chairman of Raja Rani Travels, who curated the FAM tour, said that while film fraternity in India doesn’t require an introduction to Kashmir, they needed to be updated about the post Covid situation and the security scenario in the valley. “It gave the fraternity an opportunity to engage with higher authorities in J&K and update them of changing trends in entertainment content, and guide them in some key aspects required to create a correct and conducive ecosystem for smooth shooting in the valley. Even as the FAM is rolling out, we have over a dozen enquiries for shoots in Kashmir and that’s a positive take away,” he said.
Bollywood Big banners like Ajay Devgn Films, Rohit Shetty Films, Sanjay Dutt Productions, Lyca Films, Zee Studios, Reliance Entertainment, Rajkumar Hirani Films, Endemol, Marathi and South Indian Producers were represented at the highest level by CEOs, Heads of Production and Senior EPs. Also experts in niche verticals like Bharat Dabholkar (AD), Chef Sanjeev Kapoor (Food) and Nitin Kulkarni (Set designer) were part of the delegation. Key office bearers of Federation and Western India Cinematographers Association were also represented in the delegation.
The delegation interacted with Nitishwar Kumar, Principal Secretary to the Lt. Governor; Sarmad Hafeez, Secretary- Tourism, J&K; Wassem Raja, Addl. Secretary – Tourism, J&K and Pandurang Pole, Divisional Commissioner – Kashmir during their stay in Srinagar. As part of improving the eco-system for film tourism, the government will invest in setting up a Skill Development Centre for local youth as well as facilitate availability of equipment for a minimum of three simultaneous shoots, a statement issued jointly by the J&K Tourism and the private industry informed.
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