Bollywood actor and fitness enthusiast Sonu Sood on Monday pitched strongly for the Punjabi film industry, saying it had immense potential, but needs greater investment to further improve its quality.Sood, who was in the city to inaugurate a clothing store on Bhupindra Road, said Punjabi films were witnessing an encouraging response from audiences, with people turning up in large numbers at cinemas. “The Punjabi film industry has huge potential. Of late, people are coming out in big numbers to watch Punjabi films and the response from the audience has been amazing,” he said.However, the actor underlined the need for higher investment to raise production standards. “At the same time, I feel there should be more investment to improve quality. I would also like to produce a film that is on par with the standards of Hindi or Bollywood cinema,” Sood said.Sharing his personal connection with the city, Sonu Sood said Patiala holds a special place in his life as it is his birthplace. “Patiala is my birthplace and it is incredibly special to be here. I was born at Rajindra Hospital, Patiala. So, this city is deeply rooted in my identity. I have shot several films here and every visit brings a deep sense of warmth and belonging. The culture, heritage and people of this city are truly special,” he said.Talking about his involvement in social work, the actor said helping the needy gives him immense satisfaction. He said contributing to society in whatever way possible remained an important part of his life.