During a press briefing in Srinagar on September 12, Oscar‑winning composer A.R. Rahman described Kashmir as "beautiful, uncluttered and inspiring" and urged filmmakers to foreground the region’s peace and scenery rather than its history of violence.
Rahman, who was in the Union Territory to shoot a commercial, praised the inaugural International Film Festival of Jammu and Kashmir, saying he hopes it will grow to the stature of festivals in Amsterdam, London or Sundance and draw visitors to experience Kashmiri hospitality.
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He also hinted at future plans to perform in the valley and welcomed deeper collaboration between Bollywood and local folk musicians, recalling his work on the film "Rockstar" that featured recordings of Kashmiri women singers.
