In a bid to spotlight its rich cinematic heritage and promote international collaboration, India has set up a pavilion at the 77th Cannes Film Festival, currently underway against the scenic backdrop of the French Riviera.
The pavilion was inaugurated on Wednesday by India’s Information and Broadcasting Secretary, Sanjay Jaju, and Ambassador to France and Monaco, Jawed Ashraf.
Expressing delight at the increased number of Indian films in the official selection at Cannes, Jaju said: “The Bharat Pavilion here would serve as a hub for networking, collaboration, and promotion of Indian Cinema on the global stage. Our films not only entertain but also educate, inspire, and provoke thought, reflecting the rich tapestry of our society and heritage.”
“We would like to foster a greater collaboration between the Indian audio-visual industry and international counterparts, thereby enhancing the visibility and accessibility of Indian cinema worldwide and using the power of cinema to enhance the country’s soft power,” he added.
Indian Ambassador to France, Jawed Ashraf, highlighted India’s growing global prominence, attributing it to the country’s philosophical contributions, thoughts, and ideas.
“Its (India’s) role in a multipolar world of great uncertainty is significant as we transition from the existing international order into a new one. All these aspects are interconnected, making it increasingly important for us to have a greater presence abroad, particularly in cinema,” Ashraf said.
Filmmaker Richie Mehta spoke about the importance of this moment in Indian cinema, emphasizing the crucial role that film festivals have played in the development of his career.
Several Indian states, including Jammu & Kashmir, Karnataka, Goa, and Maharashtra, are participating in the Cannes Film Market to showcase their locations and film incentives. This year marks the first participation of Jammu & Kashmir, which is attracting international interest with its new film incentive policy.
The Bharat Pavilion will host panel discussions and networking sessions throughout the festival, providing a vibrant platform for Indian films, talent, and industry opportunities.