Sneha Mahadevan (MID-DAY; May 14, 2015)

Over the years, a lot of Bollywood films have been shot in Kashmir. However, this is probably the first time that a film’s cast and crew flew to the Valley to promote their film. What was supposed to be a marketing initiative, turned out to be much more than just that, says Jackky Bhagnani who recently promoted his next film Welcome To Karachi, there. “When we arrived there, with the warm welcome we recieved, our promotions took a backseat. I realised that the people in the state are starved of affection and love. They were shocked because no actors promote their films there as there are no cinema halls. I got so much love from them. They treated me like Shah Rukh Khan,” Jaccky says.

He didn’t know there wasn’t a single theatre there, so now he has decided to take it upon himself to help boost the state’s revenue. “I have already committed to the ministry that we will shoot for one of our next projects in Kashmir. If we can’t base the story there, then we will at least shoot a special song. I have also promised that I will make use of the local talent there. Vishal Bharadwaj’s Haider had most extras from Kashmir.”

He further adds, “We even participated in a local laughter run with the kids. During our stay there, the crew ended up composing a song for the film, which they are now dedicating to the people of The Valley. We came up with Mera Yaar Fantastic in Kashmir. It’s a feel-good, happy-go-lucky song just like the people there so we want to dedicate it to them. We really want to do something for the state so this is a good start,”