My friend's brother is a producer of punjabi films.
I met him yesterday.He laughed that hindu punjabi girls who never spoke punjabi in their life now contact him almost daily just to get a small or big role in a movie.
Funny thing is they tell the producer that that they r learning both urban as well as rural/Desi punjabi and can play the role of pind di kurri as well.
There is no doubt that punjabi cinema is promoting punjabi language big time.