With the ban on Pakistani artistes in India reigniting tensions between the two neighbouring nations, recent developments have proven that things have taken up quite a political turn in the media industry as well.
Reportedly, given the recent situation, Pakistani singer Atif Aslam has been refusing requests to promote his latest song â€˜Sehmi Hai Dhadkanâ€™ from the upcoming Bollywood film Daas Dev.
â€œAtif said he will do it, but it hasnâ€™t been done. Iâ€™m not sure why he isnâ€™t taking part in the activity, but, as a producer, I see that work promised hasnâ€™t been executed,â€ producer Sanjeev Kumar said in a statement.
â€˜Sehmi Hai Dhadkanâ€™ is a song from Sudhir Mishraâ€™s film which is a contemporary take on Sarat Chandra Chattopadhyayâ€™s novel Devdas.
Previously, singer-turned-politician Babul Supriyo asked for a ban on Pakistani artistes working in Bollywood. He had also objected to the inclusion of Pakistan singer Rahat Fateh Ali Khanâ€™s voice in Sonakshi Sinhaâ€™s film Welcome To New York.
â€œNormally, such statements are made by fringe groups. When a minister says it, it leaves an impact on more people. But we needed Atif for this song. He has 20 million followers on social media,â€ the producer added. â€œImagine the kind of traction we would have got had he promoted it.â€
We contacted Atif Aslam about the development. However, he was unavailable for comment.
Daas Dev stars Richa Chadha, Aditi Rao-Hydari and Rahul Bhat. It is scheduled to hit the screens on March 23.