…Shehu Sani, industry icons push for stronger government backing for Nollywood at Kaduna Film Festival
India and Nigeria are scaling up cultural diplomacy and creative partnership through growing ties between Bollywood and Nollywood, as both countries spotlight film as a tool for deeper exchange and mutual understanding.
This commitment took centre stage at the 2025 Kaduna International Film Festival (KADIFF), where the Indian High Commissioner to Nigeria, His Excellency Abhishek Singh, reaffirmed New Delhi’s support for cross-cultural collaboration in the global film ecosystem. The festival was hosted by the Indian High Commission in Abuja.
Amb. Singh said India’s renewed partnership with KADIFF, now in its second year underscores the power of film to unify diverse societies. “Cinema entertains, but it also mirrors who we are. It is one of the most powerful mediums for sharing stories, values, and identity,” he said.
He recalled the historical bond between both nations, noting that Bollywood films have enjoyed massive popularity across Nigeria for decades, while Nollywood has grown into a global powerhouse since the mid-1980s. Singh urged filmmakers from both sides to expand co-productions and joint ventures that would introduce Nigerian films to wider Indian audiences.
In a bid to further strengthen cultural ties, Singh announced a new initiative tagged “Bollywood and Yamarita.” The programme will screen Indian films with English subtitles alongside Nigeria’s beloved Yamarita snack. It is scheduled to tour major cities, including Abuja and Kaduna, creating fresh avenues for cultural immersion and creative exchange.
The High Commissioner cited past collaborative successes such as Namaste Wahala and Postcard, describing them as models of how Nigerian and Indian filmmakers can merge styles and storytelling traditions to produce globally appealing content. He said such partnerships enhance talent mobility, creativity, and industry innovation.
Festival Ambassador, Mr. Kashim Israel Audu, said the 2025 edition of KADIFF held under the theme “Cultural Nuances” offered a platform for creativity, tourism promotion, and dialogue among cultures. He highlighted the Nigeria–India co-production Not So Long in Nature as a strong example of how joint projects can address socially relevant themes while celebrating artistic diversity.
Audu also announced the entry window for the 9th Kaduna International Film Festival, scheduled for August 25–29, 2026, with submissions open from November 11, 2025, to April 24, 2026. He encouraged global participation, saying the festival remains committed to showcasing stories that promote shared values and cross-cultural dialogue.
“Every collaboration between Bollywood and Nollywood strengthens not just bilateral relations but global cinema,” Audu said. “Through partnerships like these, we can tell stories that educate, uplift, and connect humanity.”
At the festival, notable figures in Nigeria’s creative industry including Senator Shehu Sani and veteran actor Francis Duru urged the government to provide structured support and investment for Nollywood.
Senator Sani praised KADIFF for sustaining cultural exchange between India and Nigeria but stressed that Nollywood deserves far more institutional backing.
“If the government can fund profit-making agencies, it should also invest in an industry that creates massive employment and generates revenue,” he said.
He described Nollywood as a national asset that continues to project Nigeria’s image positively across Africa and the world.
Veteran actor Francis Duru echoed this sentiment, calling for a deliberate “recalibration” of the industry to strengthen its foundation before the anticipated “renaissance” can fully materialise.
“Before a renaissance, there must be recalibration,” Duru said. “We must identify the gaps, strengthen the structure, and support creatives at every level.”
He emphasised that independent filmmakers have been carrying the industry for years and deserve recognition.
“We are not begging the government,” he said. “We are already contributing to the economy and promoting Nigeria globally. What we need is an enabling environment.”
Both speakers agreed that with clear policy direction, institutional reforms, and targeted investments, Nollywood could become one of Nigeria’s strongest economic pillars while reinforcing cultural ties with India through film.