Sanam Saeed says Pakistani artists need identity beyond 'South Asian' label

Calls Cannes appearance 'breakthrough moment' for Pakistan

Fresh off her much-talked-about Cannes debut, actor Sanam Saeed is back home, but the impact of her appearance at the 2026 Cannes Film Festival is still being felt.

Representing Pakistan alongside designer Hussain Rehar, Sanam became one of the few Pakistani artists to make a mark at the prestigious festival. But for her, the trip was never just about red carpets and photographs; it was about representation.

Speaking to the podcast, Sanam described the experience as a “breakthrough moment” for Pakistan and stressed the importance of Pakistani artists building their own identity instead of being grouped under the broad “South Asian” label.

 

 

 

 

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Interestingly, this was not her first invitation to Cannes; it was her third. “The first time I couldn’t go because of a brand contract, the second time I was shooting in the UK, and this time my child wasn’t even one year old, but I knew I had to go,” she shared.

Unlike many celebrity appearances at Cannes, Sanam was not there to promote a film or represent a luxury brand. “I was confused at first,” she admitted. “I kept asking, ‘Why am I going?’ But then I realised, it was simply about representing Pakistan.”

And that, according to the Zindagi Gulzar Hai actor, is exactly why the trip resonated so strongly. “There was no agenda,” she said. “We went quietly, did what we had to do, and it blew up on its own.” Even criticism over one of her sleeveless outfits did little to distract her from the bigger picture.

Every look she wore was designed locally, with two of her outfits handcrafted by women artisans in Bahawalpur. As Rehar told her, “I’m just so proud to be Pakistani. Everything I brought came from Pakistan.”

The Cannes experience also pushed Sanam to think bigger about her own future. “I can’t sit and wait for opportunities to come to me,” she said. “I want to create them.” That mindset, she revealed, is now pushing her toward production. Her goal is simple: tell Pakistani stories in a way that travels globally.

“Family dramas are loved everywhere,” she said. “That’s our strength, we just need to package them differently.”

The Kafeel actor also spoke candidly about her frustration with Pakistan’s traditional television model, where actors often get trapped in repetitive roles because of ratings pressure. That is why, she said, the rise of streaming platforms feels refreshing.

Her upcoming Netflix project, Jo Bachay Hain Sang Samait Lo, reflects that shift. “There’s a little bit of everything for everyone,” she said. “Our track is probably the least desi; we joke that it’s the Italian one.”

She also welcomed the industry’s growing appetite for experimentation. Talking about the new Eidul Azha release Zombied starring Fahad Mustafa, she said, “A Pakistani zombie film? I love that,” she laughed. “At least someone is trying something new.”

For Sanam, however, storytelling has always meant more than entertainment. Reflecting on her recent drama, Kafeel, she said hearing from women who personally related to its difficult themes was “heartbreaking.” “If even one woman’s life changes because of my work,” she said, “that means the mission is accomplished.”

It is the same philosophy that shaped earlier projects like Zindagi Gulzar Hai and Daam, stories that entertained, but also carried weight.

At the same time, she had a clear warning for the industry. “If we keep glorifying toxic behaviour on screen, it will keep being normalised.”

Behind all the glamour, Sanam admitted, Cannes was anything but effortless. Her visa came through late, there was no massive entourage, and she managed the trip with just her sister and manager, all while raising an infant. It was hectic. It was exhausting. But for the Barzakh actor, it was worth it.

Because today, she is no longer just one of Pakistan’s biggest stars; she is becoming one of its strongest voices on the global stage.