S. Narinder Singh
Jammu and Kashmir Government is making a serious bid yet again to attract Bollywood film-makers to shoot on the bewitching Kashmir locale, which had been the dream destination since sixties. The mesmerising scenic beauty of the Valley remains a golden treasure on celluloid with evergreen hits taking the audience in nostalgic world even now. The move is aimed at showcasing Kashmir on a wider canvas to Indian audience.
Chief Minister Mufti Mohammed Sayeed along with a team of ministers and top officials recently visited the tinsel town Mumbai and had a useful interaction with top film-makers and actors. His passionate Endeavour is bound to give a big boost to tourism and economic activity in the state in general and the valley in particular.
Kashmir’s locale has remained most favourite with Bollywood bigwigs. The scenic splendour of the Valley, meadows of Pahalgam and Gulmarg, water fall of Ahrabal, mesmerizing Mughal Gardens and serene Dal lake-used to be license of success at box office for Hindi movies in 60’s and 70’s. The grand hits like Junglee, Arzoo, Jab Jab Phool Khile, Phir Wahi Dil Laya Hun, Neend Humari Kawab Tumhare, and Kashmir Ki Kali are the very few which owed their success to Kashmir.
Attracting filmdom to the Valley entails a huge logistical support in terms of security, hassle free permissions and all necessary assistance to the producers to have best of Kashmir on celluloid.
While showcasing Kashmir, it remains intriguing as to why the members of the team including Deputy Chief Minister failed to apprise them about the tourist parts in Jammu region like Poonch, Bafliaz, Mandi, Bhaderwah, Kishtwar, Patnitop, Mansar and Sruinsar etc. Nevertheless, the Chief Minister’s sincere bid to big production houses will go a long way in putting the Valley again of film industry’s itinerary. This will be a welcome comeback. Salman Khan has already made a beginning by shooting Bhajrang Bhaaya for several weeks in Srinagar and peripheries.
Mufti’s appeal to filmmakers to renew their romance with the paradise on earth is a right step at right time.
The disturbed conditions in the Valley post nineties had shifted the scene from Kashmir as the producers were looking towards to make the deficit by using Switzerland locale. Obviously, the shift was due to obtaining situation in Kashmir. But, while the oldies felt nostalgic about Kashmir, the new crop of audience too had a penchant for the movies filmed in the Valley. Unfortunately, situation did not permit producers to look towards Kashmir. Misinformation too played havoc, terrorizing and scaring away producers.
I recall how the crew of famous tele- serial Gul Gulshan Gulfam had almost abandoned plans to shoot in the Valley in early 90’s following spurt in violence and volatile newspaper reports. I did my humble bit as Jammu and Kashmri Government’s Public Relations officer in Mumbai to instill confidence among the crew members and the cast of the serial. The serial was completed with, of course, one of the lake sequences recreated in Goregaon, near the tinsel town.
As far as the film crew was concerned, I acquainted them with the obtaining situation and ground reality in Kashmir.
After completing their shoot schedule, the actors and crew members were very excited and elated with their stay in the Valley. The serial was a great success.
The experiment encouraged me so much that I made it my agenda to meet all the editors, columnists and opinion makers in Mumbai and prevailed upon them in projecting Kashmir in right perspective. I told them how negative publicity had marred the Valley tourism and the national interest by making Kashmir out of bound for peace loving citizens who were getting scared by horrible newspaper reporting.
During my interaction with editors, I told them that isolated incidents here and there did not make Kashmir out of bound for all. I told them that if a blast explodes on Marine Lines, it should not be construed that the entire Mumbai was on attack. Similarly, Kashmir incidents needed to be reported in right perspective. Accordingly, I wrote to the editors of all the English, Urdu, Marathi, Gujarati and Hindi newspapers. Thankfully, they appreciated our concern and took corrective measures in this regard.
Wooing Bollywood has been a constant effort by the successive governments. Farooq Abdullah also made a bid and visited Mumbai to motivate the film-makers return back to the Valley locale. My acquaintance and association with top film producers like Ramanand Sagar Vijaynand Goldy worked.
They hosted receptions for Dr. Farooq Abdullah in his capacity as Chief Minister. During these receptions, apart from galaxy of film stars, directors, producers and writers, senior politicians and captains of industries also participated.
That was precisely the time when I was nominated as a delegate during the International Feature Film Festival and International Documentary Film Festival held in Mumbai because of my Kashmir connection.
At the strength of my experience, I have no doubt that the efforts of the Chief Minister Mufti Sayeed would yield dividends. These efforts are needed to be monitored closely and maintaining rapport with the film world constantly. The assurances held out by the Chief Minister should go well with filmmakers and I am sure this season will witness lot of activity in bewitching hill stations and tourist attractions of Kashmir. Captured on celluloid, the move will give impetus tourism, the mainstay of the State economy.
The present government’s decision to set up single window clearance system for granting permission within seven days will be an added incentive to filmmakers.
I believe we must do some hard work to attract the Bollywood and tourists from other parts of the country. Since Mumbai is the commercial capital of the country, there is need to have a Consultant or to utilize the services of a professional on contractual basis to liase and maintain rapport with the film industry. The State Government office like J&K Trade Agent, Tourism, Horticulture & Emporium have not been effective in meeting the requirements. There used to be a PR Office which I headed for 7 years, which was closed unceremoniously along with JK Bureau of Information at Jalandhar and Kolkata.
Now that the guard stands changed and a pragmatic Chief Minister having taken command, things seem to be moving towards right direction. The Chief Minister, during his interaction with media at Srinagar and Jammu, is on record having stated that the services of Consultants would be utilized to promote Jammu and Kashmir on a larger canvas.
This is going to make a huge difference and undoubtedly the Bollywood make a serious bid to embark on Kashmir again. I remember B R Chopra confining in me that Kashmir is the nature’s wonder while Switzerland is an artificial creation, with only difference that the latter is being maintained well. The observation is apt and deserves consideration by the Mufti, who has craving for retrieving the lost beauty of a place called Kashmir.
(The author is former Director Information)
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