In the early 2000s, Harbhajan Mann was one of those artists who transformed Punjabi cinema and the way people looked at Punjabi films with movies like 'Jee Ayan Nu' & 'Asa Nu Maan Watna Da'. These films revolved mostly around family values just like the early Punjabi films but presented the stories in a modern way that people related to and especially the NRI audiences. These films established the ground for many big changes the industry was going to witness in the coming years proving to be a catalyst for the growth of Punjabi cinema.
The turning point came in 2005 when Jimmy Sheirgill and Manmohan Singh decided to come together to make a film that could appeal to the young generation and bring them to the theatres to watch Punjabi films. Stars like Anupam Kher, Raj Babbar, Gurpreet Ghuggi, Ketki Dave, and many other noted faces were brought in with Jimmy Sheirgill and Juhi Babbar as leads. The result was a romantic-drama film titled 'Yaaraan Naal Baharan'. Loved by the Punjabi audience, it became an instant hit and paved way for many such hits like 'Hashar: A Love Story', 'Jag Jeondeyan De Mele', 'Mel Karade Rabba' and many more altering the thought process of the audience towards Punjabi cinema.
In the last decade, an abundance of changes was introduced in the Punjabi entertainment industry that improved the quality of content and brought the characters to life, and new genres other than comedy came in like horror, sci-fi, and drama. From the beginning itself, The Punjabi film industry has seen singers turning to actors and even writers, and this tradition is now being carried forward by stars like Diljit Dosanjh, Gippy Grewal, Jassie Gill, Tarsem Jassar, Amrinder Gill, Ammy Virk, and a host of others. The Punjabi stars can sing, dance, act, write and also produce films and this versatility has helped them reach a wider audience worldwide and build a fan following of millions not only in Punjab but on national and international levels leaving their mark on the audiences. Films like Jatt & Juliet, Yaar Annmulle, Sardar Ji, Mel Karade Rabba, and many more being dubbed in Hindi are examples of the expansion of the appeal of the Punjabi cinema.
The influence of Punjabi culture and entertainment in Bollywood has reached new heights today and according to a survey, it has grown 10 times in the last year. Presently, Punjabi music holds the fifth position in the online music streaming apps' overall music consumption. Punjabi songs like 'Laung Laachi' & Guru Randhawa's 'High Rated Gabru' hitting a billion views on Youtube in itself is the proof of the influence Punjabi entertainment enjoys today on the national entertainment as the numbers don't lie.
Artists like Diljit Dosanjh, Guru Randhawa, Badshah, B Praak, Yo Yo Honey Singh, and Raftaar have millions of followers on social media and have built a unique status in B-town becoming the first choice of Bollywood. Many of their songs are re-created in Hindi films like 'Ban Ja Rani', 'Prada', 'Kala Chashma', 'High Heels Te Nachche', 'Angreji Beat', 'Saturday Saturday' and many more. Not only have they recreated but they have lent their voice to many superhit tracks of Hindi films.
The stars aren't just singing and acting but also getting into the BTS and production business. For instance; singer Amrinder Gill's company handles the production and distribution for all his songs and movies. In fact, female artists such as Jasmine Sandlas, Sunanda Sharma, and Jenny Johal are swiftly escalating the popularity charts. Rapper Raftaar, in addition to creating pro-women rap verses, is focusing on managing social media responsibly. Moreover, Diljit Dosanjh is currently hitting the market internationally with his latest album 'G.O.A.T.'
All in all, it seems that the Punjabi entertainment world expanded gradually in the initial years but in the last decade it's moving up like a rocket. In fact, this is the industry that has opened up the ways for new-comers and gives them the chance they need to make it big. But one of the most beautiful things about the Punjabi entertainment industry is that artists don't forget their roots, no matter what they achieve. One such example is Diljit Dosanjh who has appeared in multiple Bollywood films like Udta Punjab, Good Newwz, and Phillauri, but still continues to work in Punjabi cinema as well.