It’s time. British Asians are nearly 10% of the population yet film and television representation of Britain’s fastest growing population is does not reflect this. The film and television industry hasn't historically developed British Asian talent for mainstream success, despite a hungry audience, and diversity targets in TV and film organisations across the board. If the Bond films intend to appeal to global diverse audiences, it requires drastic steps. Ahmed’s critically-acclaimed roles in Four Lions, Nightcrawler and The Night Of showcases his versatile acting abilities.

As Riz Ahmed has said, the average person sees something that reminds them of themselves and their experience on television, in films or in books, it signals that the viewer’s life has value and is important to society. It signals belonging.