The most notable and worthwhile award ceremony in films, the Filmfare Awards, was held in Ahmedabad on 11th October. The anticipation of the awards ceremony echoed far beyond the vicinity of the ceremony across the city. The awards ceremony featured Bollywood stars and performances, but it is also fair to say this was an exhibition of the growing confidence of Gujarati cinema. For one night, Ahmedabad transitioned from a business and cultural city into the epicentre of Indian entertainment.
The nation’s most esteemed film awards arrived in Gujarat, celebrating the identity, expression, and incredible growth of our state’s talent for the second time. Two prominent members of the Gujarati film industry shared their impression of what this moment represents with Gujprenuer. Director and producer Abhishek Jain and actress Deeksha Joshi discussed the future of Gujarati cinema and what hosting Filmfare meant.
Ahmedabad in Focus
Abhishek Jain is now the most familiar name in Gujarati cinema with films such as Kevi Rite Jaish and Bey Yaar.
“It is a delight and a fantastic opportunity from a tourism aspect, and otherwise to have an event like this take place here,” Abhishek Jain said with enthusiasm.
In his view, Filmfare’s arrival is not just an event; it’s a statement about where Ahmedabad stands today.
“We’ve seen Coldplay perform here, we’ve hosted international cricket and cultural events, and now, Filmfare has come here. This adds another feather to our crown. It redefines Ahmedabad’s image as a major city ready to host world-class experiences,” he adds.
Culture Meets Commerce
When we asked Abhishek Jain about the impact Filmfare would have on the entertainment industry in Gujarat, he was extremely optimistic.
“I don’t think it’s going to be the launchpad for Gujarati films, but culturally, I think this is a landmark moment for our culture. A lot of it is about perception. This event reinforces the idea that we can host big events. It opens the door to show the world that we can be seen differently.”
Changes do not happen overnight; they build moment by moment. The same city that previously only celebrated business owners and industry tycoons is now home to a diverse group of storytellers, cinematographers, actors, and artists. The cultural shift is upon us and happening slowly but surely.
Fashion, Film, and the Future
Hosting such a huge event raises the question of whether Ahmedabad can become the next fashion and film destination in India. It would be a bold ask, but not impossible given the trajectory of the city.
Abhishek Jain says, “With Gujarat Tourism on board, it’s positioning our state as a great place for shoots. We have all kinds of diversity in locations, beautiful architecture, and a developing creative environment. Events like this inspire directors to think about shooting in Gujarat-Bollywood, South Indian, or even global.”
However, Abhishek wishes for Gujarati cinema to attain its own recognition at the country level. “When Gujarati cinema has its own Filmfare, then that will symbolise progress for the Gujarati film industry.”
He pauses for a moment, then continues: “Gujarati films are already making history. Gujarati films are crossing ₹200 crores and are going above and beyond other regional markets, even more than Marathi cinema or Punjabi cinema. As of now, not much can be extracted from it. Filmfare can bring us official recognition at the national level.”
Deeksha Joshi: Voice of the Youth
Deeksha Joshi is an actress who represents the passion of the younger generation of Gujarati Cinema. She has appeared in films such as Sharato Lagu, Prem Prakaran, Shubh Arambh, and Jayeshbhai Jordaar. She takes pride in being one of the leading actresses of Gujarati Cinema. Deeksha is part of a new generation of artists who are looking to take their regional films and aspirations to a national audience and later to a global audience.
She describes the Filmfare Awards event in Ahmedabad as “historic.” She continues with her excitement, saying, “I think it is going to be a big event for the Gujarati film industry. This is national, and the visibility we will get from this will be tremendously good for the Gujarati film industry.” For too long, regional cinema in the country, other than Tamil, Telugu, and Malayalam, has waited for acknowledgement. The Gujarati film industry is included in that struggle, although there are many quality films and even some reasonable box office revenue. Events like this will make a difference in moving the needle even just a little bit in terms of putting Gujarati films into the national conversation.
She points out that films like Hellaro and Vash have already won national recognition. Filmfare’s arrival adds fuel to that journey.
“Now the whole industry will get attention, and that’s very beneficial for all Gujarati artists,” she adds. “Till now, Bombay was the hub, but now directors are starting to look at Ahmedabad for shoots. I can feel the momentum-it’s spreading across the country,” Deeksha explains. “What’s happening now gives Gujarati artists tremendous visibility, and I hope it helps us achieve pan-India reach like other regional cinemas.”
Gujarati Films are in the spotlight. The change she is talking about can be seen by anyone who has been paying attention to the story of Gujarati cinema. Now it genuinely feels like possibilities are beginning to shift, and you can have legitimate opportunities in Gujarat.
Ahmedabad: The Emerging Fashion Capital in the country
The red carpet has the power to transform Ahmedabad’s relationship with fashion and is about more than just celebrating movies. The attire is just as important at award events as winning prizes. The fashion moments that occur on that evening can often become a conversation starter weeks after the actual event has passed.
Deeksha smiles as she imagines the effect this will have on the city’s fashion scene. “Absolutely, I think there will be conversations about fashion. Filmfare and celebrities being here make everything more accessible. Ahmedabad could become the second hub of entertainment and fashion after Mumbai.”
She imagines a day in the near future when the city creates its own style streets, like Mumbai- a space where creative looks and clothing come together. “This is how it starts. People watch others walk the red carpet, and suddenly they want to appreciate and experiment with their fashion and style. It starts with people adapting to change,” she says.
A New Era Begins
Deeksha, unfortunately, could not attend Filmfare this time around because she was out of town. But she expresses herself enthusiastically, saying, “This is a very big moment for the Gujarati entertainment industry. We have come so far to witness this moment where we are included in the conversation.” Her remark expresses the sentiment of a whole industry that has been advocating for the recognition it deserves across the country.
We have seen Gujarati films winning hearts and awards this year. But the success is not restricted to awards and box office collection; storytelling and production quality have increased as well. Cameras are rolling, lights are on, and Ahmedabad is now ready to take the centre stage!
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