Cinestar Aamir Khan was the primary attraction at the opening of FICCI Frames 2015 today. He along with Kamal Haasan, Ramesh Sippy and a host of other government dignitaries inaugurated the session in the morning which was followed by a keynote address delivered by Kamal Haasan, Ramesh Sippy and others.

Aamir Khan indulged in a special dialogue on the business of entertainment and what ails Indian cinema content wise. At the very outset, Aamir expressed his lack of knowledge about KPMG reports. "I have never read the KPMG report. I get too lost in what I am doing. When people talk about the business side of the films, I really have no idea about how to increase the business. I have been excited only about my films which I am passionate about."

Aamir stressed on the need to develop good software content for the betterment of our country. "Everyone has a dream to see our country where our forefathers wanted it to be. During the research of SMJ I found that we take to hardware very soon but lack in software. If we want to achieve our dreams, we have to look at the software of India. That is where the change lies..

Rather than increasing the revenue of the industry that today dabbles into crores, Aamir emphasized on the need to develop more quality kid oriented content which according to him would aid in better nation building.

"Pushing the industry doesn't mean making more films. The opportunity that we have in front of us is much larger than that as creative people. What is our contribution to society? It's entertainment but it shouldn't stop there. We can bring great change. We can contribute to nation building in what we choose to tell our kids. Our content that is available for kids is scary. 80% of kids are not watching content that adults are watching. Here we have a huge opportunity in how we make our kids perceive. Today dishonesty is looked up to while honesty is looked down upon. Caring is such an important quality. Our kids need content which evokes such feeling right from our childhood. Then imagine the economic growth of our nations that can be provided by Bollywood.

Aamir also took a dig at certain traditional patterns that still exist in India. Said Aamir, "Look at the matrimonial ads. That shows we haven't moved an inch. We have the best cars yet traffic jam happens."

Aamir concluded his session by placing greater focus on progressive software content for kids.