By Anil Merani: The creators of “Abir Gulaal” (occasionally spelled “Abir Gulal”) are confronting substantial obstacles after the film’s planned theatrical debut on May 9, 2025, was indefinitely delayed. This postponement followed the April 2025 Pahalgam terror attack, which claimed 26 lives, primarily targeting tourists and escalating India-Pakistan tensions. As a result, India banned the film due to the involvement of Pakistani actor Fawad Khan, with the Information and Broadcasting Ministry and the Federation of Western India Cine Employees (FWICE) enforcing a boycott against Pakistani artists. Pakistan retaliated by prohibiting the film over Indian actress Vaani Kapoor’s participation, effectively closing off both primary markets. Consequently, an Indian theatrical release now appears highly improbable, if not entirely unviable.

Regarding an online release, the producers—Vivek B. Agrawal, Avantika Hari, and Rakesh Sippy—along with production companies Indian Stories, A Richer Lens, and Aarjay Pictures, have not shared a definitive plan as of May 5, 2025. Several factors suggest a cautious approach to a digital launch. In India, intense opposition has created a hostile environment, including trending social media campaigns like #BoycottAbirGulaal and protests from groups such as the Maharashtra Navnirman Sena. The FWICE has threatened disciplinary action against Indian crew members collaborating with Pakistani artists, which could extend to streaming platforms. A premature digital release might escalate the backlash, jeopardizing future projects for the producers. Pakistan’s ban, mirroring India’s stance, also highlights significant financial losses for distributors, underscoring the need for careful timing in pursuing digital avenues.

Initially, the producers anticipated a successful theatrical run, capitalizing on Fawad Khan’s global fanbase and the film’s appeal as a breezy romantic comedy filmed in London. With both India and Pakistan inaccessible, they may shift focus to international markets or streaming services, where the film still holds potential for success. The removal of promotional materials, such as the songs “Khudaya Ishq” and “Angreji Rangrasiya” from YouTube India, indicates a strategic withdrawal aimed at mitigating further controversy. A delay of several months could ease tensions and facilitate a smoother online launch on a platform like Prime Video, which is known for its interest in global content. However, no streaming service has confirmed plans to host the film.

The bans have dealt a severe financial blow, as noted by Pakistani distributor Satish Anand, though the film’s budget and distribution details remain undisclosed. Given its high-profile cast and production quality, the film was anticipated to be a significant revenue generator. The producers may need time to renegotiate with streaming platforms or explore politically neutral markets like the UK, where the film was shot. Rushing a digital release could undervalue the project, so delaying to gauge public sentiment and secure favorable deals appears prudent.

The producers were partially aware of the risks associated with casting a Pakistani actor but likely underestimated the potential fallout. Previous bans on Pakistani artists following the 2016 Uri and 2019 Pulwama attacks, which affected films like “Ae Dil Hai Mushkil,” set a troubling precedent. However, a 2023 Bombay High Court ruling supporting cultural collaborations gave them some confidence, as did Vaani Kapoor’s due diligence with the Indian government. The unforeseen Pahalgam attack, however, dramatically shifted public sentiment, derailing their plans. Marketed as a global collaboration, the film underestimated the volatility of India-Pakistan relations.

In conclusion, the producers are likely to delay a digital release by several months to navigate the controversy, renegotiate distribution, and explore alternative markets. The film’s fate now hinges on finding a suitable platform or less contentious market and considering how this delay may impact the careers of the producers and cast members.

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