JAMMU / SRINAGAR: In a refreshing shift, the Jammu & Kashmir government is now selling Bollywood dreams to its own youth. With film tourism booming in the region, authorities have launched a massive initiative to help local artists bag acting and technical roles in movies being shot across Kashmir.
Under the newly introduced Jammu and Kashmir Film Policy 2024, the government is building a Local Talent Directory, which will be available on the official Single Window System. The directory will offer filmmakers instant access to a verified database of actors, crew members, and creative professionals from across J&K. The aim is to make casting smoother and help production houses on the lookout for local faces and skilled workforce.
An official associated with the project said the work is already in motion.
“We are collecting details of actors, line producers, makeup artists, cinematographers, and designers. The directory will soon be live for filmmakers shooting in Kashmir and even those in Mumbai whose scripts require artists from J&K.”
The step comes at a time when Kashmir has once again become a favourite destination for Bollywood and South Indian cinema. Incentives under the film policy, scenic locations, and simplified permissions have helped the industry return to the Valley in full swing.
To implement the policy, the government has set up a dedicated J&K Single Window Cell, headed by the Joint Director of Information (HQ). The cell will act as a single point of contact for filmmakers, offering assistance with permissions, logistics, and coordination.
Ever since the unveiling of the maiden Jammu & Kashmir Film Policy in 2021, major film productions have flocked to the region. Movies like Rocky Aur Rani Kii Prem Kahaani, Dunki, Vedaa, Leo, and several other Bollywood and Tollywood titles have shot key portions in Kashmir.
In 2023 alone, the government granted permission for the shooting of 102 films and web series—a number that continues to rise.
For the thousands of young artists in the Union Territory, the new talent directory could be a game-changer—bringing them closer to mainstream cinema and finally giving wings to their Bollywood aspirations.
