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Imtiaz Ali's well-known admiration for Punjab and its culture is evident in several of his films. From the beloved characters in 'Jab We Met' to his ongoing collaboration with lyricist Irshaad Kamil, his emotional ties to the region are clear.

His latest project, a biopic on the iconic and controversial singer Amar Singh Chamkila, offers a unique perspective on the artist's life, something rarely seen in Punjab. The film features Diljit Dosanjh in a pivotal role, further solidifying Ali's connection to the region.

However, the Punjabi audience felt a sense of disappointment recently. Despite a special screening of the film at a Mohali mall, neither Imtiaz nor the film's stars were present. While he began promoting the film at the Wagah border with music director AR Rahman, the absence of key figures at the Mohali event was keenly felt. Fans were eager to engage with the director and cast, especially given the film's focus on Punjab.

Other cities enjoyed lavish premieres, raising questions about why Punjab was overlooked, despite its significance to Ali. Noted producer Rahul Mittra pointed out that promotional strategies often dictate such decisions, with Mumbai and Delhi being favored for grand events.

Unfortunately, this trend of neglecting Punjab during film promotions is not new. Many filmmakers, even those whose stories are deeply rooted in the state, often skip special screenings there. While business considerations play a role, it would have been nice for Imtiaz to prioritize his emotional connection to Punjab over commercial advice. Even now, as 'Main Vaapas Aaunga' is in theaters, surprise visits from the director could still delight local audiences. After all, the film's universal themes may resonate even more deeply with viewers in Punjab.