hink about South Asian cinema and a few films come to mind such as Monsoon Wedding and Bend it like Beckham. But in 2023, South Asian representation in Hollywood has changed and is continuously evolving. Pakistan alone has more than one artist making waves in their pop culture universe.

In recent times, in context of Pakistani efforts alone, Ms. Marvel (2022), the TV series from Disney was very much a homage to Pakistani culture and its desi flavour. The chief protagonist was a Pakistani-Canadian actor. Celebrated mainstream actors appeared in small but significant roles with strong arcs and it is ongoing. Actors weren’t the only noticeable factors. The insertion of a diverse variety of Pakistani music as well as having two-time Academy Award winning Pakistani journalist and filmmaker Sharmeen Obaid-Chinoy as one of the series co-directors added more punch.

In recent years, if Slowspin (Zeerak Ahmed) has worked with Shahzad Ismaily on her new album, reviewed by music bible Pitchfork; we’ve also seen Arooj Aftab performing at the Grammys as well as winning one trophy in three and going onto perform at Coachella Music Festival.

A little before that, we also watched with great pride the rise of British-Pakistani actor Riz Ahmed (who is also an MC). Faran Tahir’s gave hope to all who wanted to work in Hollywood. There is a strong Pakistani presence now in the West. Just recently, Sharmeen Obaid-Chinoy and Gucci collaborated as the brand marked the 10-year anniversary of their Chime campaign, the primary goal of which was to advance the cause of gender equality.

To that end, SOC has directed a series of videos (that will be available on Gucci’s social channels and official YouTube account) featuring the likes of Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend and Salma Hayek Pinault.

These videos feature artists and activists who explain what equality means to each of them. SOC is also a Chime advisory board member.

Meesha Shafi’s song ‘Meray Mehru’ for Amazon Prime’s Juhi-Chawla-led Hush Hush, as well as contribution to a coming-of-age feature film called Mustache in which she joined prominent names such as Hasan Minhaj and Alicia Silverstone are other examples.

The film, by the way, went onto win the 2023 Audience Award for Narrative Feature Competition at the South by Southwest (SXSW) Festival.

And when talking about Pakistani flavour, dismissing Urdu/ Punjabi drama Joyland would be an utter failure on our part, which led us to success at Cannes, and helped in changing perceptions about what Pakistani cinema could achieve. Equally wrong would be to dismiss the slow and steady rise of Mano Animation Studios’ first feature film, The Glassworker, the first hand-drawn animation, upcoming film from Pakistan with the prodigious Usman leading from the front as high-profile names continue to come onboard.

“Sharmeen Obaid-Chinoy has directed a series of videos (that will be available on Gucci’s social channels and official YouTube account) featuring the likes of Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend and Salma Hayek Pinault.”

Now add to the Pakistani flavour the colors of India such as the victory at the Oscars 2023 of Telegu film RRR, the meteoric rise of mainstream Bollywood actors including Priyanka Chopra, Deepika Padukone, Alia Bhatt and (those are just the big ones) and the subcontinent is collectively having a moment.

Sharmeen Obaid-Chinoy (before doing the Gucci star-studded gender equality project) also confirmed, well, Disney did, that she is directing a Star Wars film, making her the first person of color and first woman to do so in terms of this sci-fi franchise.

An article in Harper’s Bazaar that details the rise of South Asian pop culture also quotes Saim Sadiq who made a very successful Cannes debut in 2022 with Joyland.

When speaking about representation of South Asia in Hollywood, Sadiq pointed out the major difference.

“What’s happening in India and Pakistan is so different from what’s happening in Hollywood,” noted the Pakistani writer and director. “Hollywood is becoming more diverse and inclusive, it’s the complete opposite in South Asia.”

Even though Joyland was the first Pakistani film to compete and win during the official selection at Cannes, it was banned at one point in Pakistan with many never learning about its status going from a banned film to otherwise.

The question that must be addressed is this: Is Saim Sadiq right? Other films like Zindagi Tamasha have also been banned. During an interview with Instep, Sharmeen Obaid-Chinoy had pointed out how she found it strange that there were different censor boards which meant that a film given a greenlight in one province may or may not get a greenlight in other provinces. This is why Saim Sadiq’s words ring so true even after Pakistani contribution to Hollywood has risen meritoriously.

Will more and more directors, then, end up working with other platforms than the local industry? Can this South Asian moment be celebrated instead of being pulled down by those who still believe that artists are not beyond geography and borders? And are these the consequences of subjecting art to zealotry? Time, as the old adage goes, will tell.