‘Welcome to Punjab’ carries Pakistan’s story to Baku

Pakistan’s steadily resurgent film industry found international affirmation in Azerbaijan this month, as cultural diplomacy, creative storytelling and audience appeal converged at the Baku Cinema Breeze Film Festival.

Pakistan participated officially in the festival through the Ministry of Information and Broadcasting and the Directorate of Electronic Media and Publications, marking a coordinated state-backed presence aimed at projecting the country’s cinematic diversity and evolving narrative confidence beyond regional borders.

A dedicated Pakistan film booth attracted sustained interest from festivalgoers, programmers and filmmakers, offering a curated glimpse into contemporary Pakistani productions while facilitating conversations around form, craft and the country’s changing approach to storytelling on screen.

These exchanges extended to a panel discussion focused on cinema and narrative evolution, where Pakistani representatives highlighted creative experimentation, thematic range and the industry’s gradual shift towards stories rooted in social harmony, shared identities and emotional resonance.

The centrepiece of Pakistan’s participation was the recognition awarded to ‘Welcome to Punjab’, directed by Shehzad Rafiq and produced by Safdar Malik, which received the Best Audience Award during Pakistan Film Day at the festival.

The film, praised for its accessible yet heartfelt storytelling, foregrounds themes of interprovincial harmony, cultural unity and love, drawing applause from international audiences for its emphasis on shared human experience rather than spectacle-driven narratives.

Featuring a seasoned cast including Bushra Ansari, Sajid Hasan, Zara Hayat and Aadi Khan, the film’s warm reception underlined the enduring appeal of performance-led storytelling, particularly when anchored in familiar cultural textures presented with sincerity.

Held from 7 to 10 December, the festival screened 78 films from 34 countries at Baku’s Nizami Cinema Centre, positioning Pakistani cinema within a diverse programme spanning debut features, short films, documentaries and regional showcases.

Beyond competition, Cinema Days dedicated to Azerbaijan, Turkiye, Uzbekistan, Kazakhstan, Kyrgyzstan and Pakistan fostered cross-cultural visibility, while partnerships, including special BAFTA-linked screenings, expanded the festival’s international reach.

For Pakistan, the award marked its fourth major international success of the year, following recognition at festivals in China and Russia, reinforcing a narrative of gradual momentum rather than overnight breakthrough.

Taken together, the Baku appearance signalled more than a single win, reflecting an industry increasingly confident in presenting culturally grounded stories to global audiences, and cautiously reclaiming space on the international festival map through consistency, collaboration and craft.