The Bollywood romantic drama "Ishqa," directed and written by Anjali Bhushan Mago, will be filmed in Cyprus for the first time, marking a significant cultural milestone for the island. Scheduled to begin production in August or September, the film captures locations including Old Nicosia, Lefkara, Paphos, Protaras, and Ayia Napa, showcasing Cyprus as a vibrant backdrop for a wedding-themed story interwoven with four love tales.

Bhushan, who has a personal connection to Cyprus, aimed to portray the island not only as a holiday destination but also as a desirable location for living and wedding tourism. The film leverages Cyprus' diverse settings and warm local culture to create an intimate, colourful cinematic world.

Financial incentives, notably Cyprus’ film rebate scheme offering up to 45% cash back on qualifying expenditure, played a key role in the decision to shoot in Cyprus. Industry partners from Ray Films Cyprus assisted with navigating these incentives. Officials and production teams express optimism that "Ishqa" will promote Cyprus globally, boosting tourism and enhancing its status in international pop culture.