Kashmir Goes to Goa to Bring Bollywood Back

Panaji, Nov 22: In Jammu and Kashmir’s grand pitch to bring back Bollywood to the region, following the April 22 Pahalgam attack, the J&K government has chosen Goa to woo the filmmakers.

The J&K government is promoting the J&K Film Policy 2024 at the 56th International Film Festival of India (IFFI) at Panaji in Goa. The policy aims at establishing J&K as the first choice of film shooting destination for producers by providing incentives to them.

In this connection a six-member team from J&K led Commissioner Secretary, General Administration and Information Departments, M Raju, and comprising Director Information J&K, Nitish Rajora, Joint Direction Information Headquarters, Zahoor Ahmad Raina, Joint Director Information Jammu, Deepak Dubey, Nodal Officer, J&K Film Policy, Maheer Thakur, and Cultural Officer, Kashmir, Burhan Hussain are in Panaji and have set up an information cubicle at WAVES Film Bazaar to woo the filmmakers to shoot their films in J&K.

Talking to Greater Kashmir, Nodal Officer, J&K Film Policy, Maheer Thakur, said, “We are here at IFFI 2025, the biggest film festival of the country, to highlight the J&K Film Policy, 2024, which was reshaped from its earlier form of J&K Film Policy 2020.”

He said that the idea was to promote J&K as a prime shooting destination and woo the filmmakers to return to Kashmir, which used to be the major film shooting destination.

Under the J&K Film Policy, 2024, the J&K government provides 5 percent of the cost of production or Rs 1 crore, whichever is less, for a minimum 20-day film shoot in J&K.

“The subsidy is 10 to 15 percent in case of web series, TV documentaries, and films that win national awards or highlight J&K in a good light or are patriotic,” Thankur said. “A filmmaker can get a maximum subsidy of Rs 1.5 crore.”

He said that this was the third year the Information Department of J&K was participating in IFFI to promote J&K’s Film Policy.

The J&K Film Policy, 2024, stresses providing a single window cell for seamless processing, a dedicated nodal officer for facilitation, easy permission for shooting locations, a local talent directory, fiscal incentives, and industry status.

Under the policy, so far over 460 films, web series and television documentaries were provided shooting permissions in J&K.

The recent films shot in J&K include 8 Vasantalu, Shakkar Masala, Shushur: The Frozen Times, The Real Kashmir, Maharani 4, Ikkis, Attic Boys, Hit, Pedaa, Freedom at Midnight, Ground Zero, and Maa Jaye.

The J&K Film Policy, 2024, promises a worry-free environment complemented by exceptional hospitality, versatile, stunning backdrops that bring every scene and script to life, awe-inspiring vistas that offer picture-perfect backdrops for every story, and a land where every season transforms the scenery, creating timeless frames all year long.

Thakur said that they are also highlighting the famed tourist destinations of J&K, including Pahalgam, Gulmarg, Sonamarg, Kishtwar, and Doda, offbeat destinations like Kokernag, Achabal, Verinag, Doodhpathri, Daksum, Tosamaidan, Aru Valley, Botapathri, Margan Top, Teetwal, Lolab Valley, Bangus Valley, Sheshnag Lake, Athwatoo, and Gurez in Kashmir and Seojdhar, Lal Draman, Daggar, Budhal, Naho, Dhanwa, Mansar Lake, Mantalai, Gharana Wetland, and Kabban in the Jammu region.

He said that they are also highlighting pilgrimages like Amarnath Yatra, adventure activities like trekking, skiing and snowboarding, zip-lining, river rafting, ATV ride, kayaking, angling, hot air balloon, jet ski, paragliding and zorbing, cuisines like Wazwan, Harissa, Nadru (lotus stem) and fish, Yakhkni, Haakh, Dum Aloo, Rajma Chawal, Kaladi Kulcha, Khatta Meat, Rajma Toda with Methi-Sarson Saag, and Sheur, confectionary like Patisa, bakery like Baigerkheayn, Tchott, and Kulcha, teas like Kashmiri pink salt Noon Chai and Kahwa, and street food like Masaal Tsot, Nadir Monji, Tuji, and Kachalu Chaat.

Tourism in Kashmir has been hit, and several filmmakers wound up their projects following the April 22 attack in Pahalgam in which 26 people were killed, most of them tourists. The department is also showcasing a film about the movies shot in Kashmir over the years at the WAVES Film Bazaar.