Diljit Dosanjh starrer Sardaar Ji 3 has been facing backlash ever since the trailer featuring Pakistani actor Hania Aamir was released.
To avoid the ban or boycott, the film’s producers decided to skip releasing in India and opted for an overseas release.
However, producer and Managing Director of White Hill Studios, Gunbir Singh Sidhu, recently addressed the film association's demand for a ban and casting the Pakistani actress and revealed that the film has lost around 40% revenue as they skipped the India release.
In a recent interview with NDTV, producer Gunbir Singh said, “Those who are actively involved in the film industry and are aware of day-to-day activities, know that this film was shot in February-March 2025 itself.”
He further shared that they had shot the film in the UK, and during that time, things were not tense between the two nations. He said, “The whole atmosphere was normal. There was no restriction from the Government of India or any other institution.”
Gunbir Singh reflected on the revenue of his previously released film, and suggested that Diljit and Neeru led Jatt and Juliet 3, which was released last year, became the first film to do a business of Rs 100 crore at the worldwide box office. He also noted that 40% of the film’s revenue came from India and 60% overseas.
The producer added, “So you assume that we have a business of about Rs 40 crore from India and Rs 60 crore from abroad. In such a situation, it is clear that 40% of our revenue loss has happened.”
He also reflected on the skipping of Sardaar Ji 3 release in India and said, “When we came to know about this attack, we decided that we would not release the film in India, because we did not want to hurt the sentiments of our people in any way.”
He further noted that they were too hurt by the incident and decided to release the film overseas because they had invested heavily in the film. He added, “We did not put the trailer on YouTube in India, nor did we do any kind of promotional activities.”
Gunbir Singh also noted that they have decided not to work with any Pakistani artists in the future.
The upcoming romance comedy revolves around a ghost hunter, Jaggi, and his spirit friend Pinky, as they team up to investigate a haunted castle in the UK. As they confront a defiant ghost and uncover a dark secret, Jaggi races against time to solve his most difficult case.
Sardaar Ji 3 is set to release in overseas theatres on June 27.
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