Srinagar, Sep 8: Bollywood filmmaker Sriram Raghavan has called for a shift in the way Kashmir is portrayed on screen, urging filmmakers to move beyond the familiar imagery of mountains and conflict and focus instead on the everyday lives, emotions and experiences of its people.

Speaking on the sidelines of the inaugural International Film Festival of Jammu & Kashmir (IFFJK) in Srinagar, Raghavan said cinema should not be confined to a single narrative about the region. He stressed that audiences deserve to see a wider range of stories emerging from Kashmir itself.
According to Raghavan, the region has a wealth of unexplored narratives—from romance and family relationships to social realities and personal journeys—which could offer audiences a more nuanced picture of life in J&K.
The filmmaker is among the prominent personalities participating in the four-day festival, being held from September 7 to 10 at venues in Srinagar, Gulmarg and Jammu. The festival is showcasing more than 130 films from over 30 countries, giving local audiences an opportunity to engage with cinema from different parts of the world.
Raghavan’s latest film, Ikkis, a war drama set against the backdrop of the 1971 conflict, is scheduled to be screened at the festival on September 9. He is also conducting a masterclass focusing on direction and screenplay writing.
Describing IFFJK as an important first step, Raghavan said the event could expose filmmakers and aspiring artistes in J&K to new cinematic ideas and encourage greater interaction with the wider film industry.
He also welcomed Chief Minister Omar Abdullah’s appeal to filmmakers to look beyond Kashmir’s scenic landscapes and discover the region’s people, culture and stories. Raghavan said the government appeared serious about developing the film ecosystem in J&K and promoting the region as a destination for cinema.
Addressing concerns over security, Raghavan said such apprehensions should not become a permanent barrier to filmmaking in Kashmir. He expressed confidence that increased activity and successful productions could gradually build greater confidence among filmmakers.
He pointed to what he described as Bollywood’s tendency to follow established trends, suggesting that once a few filmmakers begin working in Kashmir, others could be encouraged to follow.
Raghavan also revealed that he has been considering an idea that could potentially be filmed in Kashmir, though he clarified that nothing concrete has been finalised yet.
For him, however, the larger opportunity lies not merely in attracting Mumbai-based productions but in nurturing filmmakers from J&K who can bring their own experiences and perspectives to the screen.
The renewed interest in Kashmir as a filming destination comes despite continuing security concerns. Official and reported figures indicate a significant increase in film-related activity in the region in recent years. Around 102 shooting permissions were granted in 2023, while reports suggest that more than 400 permissions were issued over the subsequent two years, with the J&K Film Policy 2024 contributing to the expansion of the sector.
Raghavan’s message, therefore, goes beyond encouraging Bollywood to return to Kashmir. It is also a call for the region to become a storyteller in its own right—using cinema to present the many dimensions of Kashmiri life that rarely find space in mainstream narratives.