India’s big creative pitch: Now streaming to the world

At the inaugural edition of World Audio-Visual and Entertainment Summit (WAVES) in Mumbai, Prime Minister Narendra Modi addressed delegates from over 100 countries, framing India as a global storytelling hub and inviting creators to amplify the country’s narrative heritage on the world stage. “WAVES is not merely an acronym but a wave representing culture, creativity, and universal connectivity,” he said, citing cinema, music, gaming, and animation as key sectors under this creative umbrella.

Marking the anniversary of Raja Harishchandra’s release in 1913, Modi drew a direct line between India’s cinematic legacy and its present ambitions. He pointed to initiatives such as Creatosphere and the WAVES Bazaar, both designed to support creative professionals and expand global access to Indian content.

“Out of 32 challenges, 800 finalists have been selected,” Modi said, calling the participants “a wave of creativity powered by your hard work and passion.”

He also stressed India's readiness to become a "content playground" for global creators. “India is not only home to a billion-plus population but also a billion-plus stories,” he said, adding, “The size of the screen may be shrinking, but the scope is infinite.”

The prime minister reiterated his “Create in India, Create for the World” vision, suggesting Indian stories can transcend borders through universal themes. He further noted, “The basket of India’s stories is vast and enormous.”

Positioning India’s youth as key players in the Orange Economy, he said, “Whether you're a musician in Guwahati, a podcaster in Kochi, designing games in Bengaluru, or making films in Punjab — you are all bringing a new wave to India’s economy.” Modi also projected strong growth in sectors like animation, estimating the global market could double from its current $400 billion valuation in the next decade.

Mukesh Ambani, chairman of Reliance Industries, identified India's creative sector as a “strategic opportunity.” Speaking at the Jio World Centre, he outlined a plan to grow the domestic media and entertainment market from $28 billion to $100 billion within ten years.

“Soon our economy will become the third largest globally,” he noted, highlighting India’s young population and digital-first approach. “1.4 million creators and consumers with an average age of 29 — this is not just a statistic, it is a profile of a demographic, economic, and creative superpower.”

Ambani proposed focused investment in infrastructure, skill-building, and content IP creation, alongside incentives for AI-led innovation. “What AI is doing to entertainment industry is hundred times more revolutionary than what cameras were in the silent period,” he stated. He also urged India to export content globally and collaborate with international creators and studios.

At the event, Neal Mohan, CEO of YouTube, referred to India as a rising “creator nation.” He said, “In the past year alone, over 100 million channels have uploaded content to YouTube from India. More than 15,000 Indian channels now have over 100 million subscribers.”

Mohan shared that YouTube had paid out INR 21,000 crore to Indian creators, artists, and media firms over the last three years, and announced an additional INR 850 crore investment to boost Indian creators further. “These aren’t just numbers; they represent real, tangible impact,” he added. Mohan also emphasised India’s global reach, noting that concerts produced in the country generated 45 billion hours of watch time from viewers outside India in 2024.

At the same summit, Adobe Systems CEO Shantanu Narayen pointed to the creator economy as a significant driver of India’s digital future. “Next unicorns won’t be apps—they’ll be creators and artists,” he declared, highlighting a decade-long 10% annual growth in freelance creators. Narayen added, “I really believe that India's creative economy can be poised to employ more people than the manufacturing economy.”

Narayen also flagged the role of generative AI in shaping hyperlocal content. “India has the opportunity to lead in ethical AI globally,” he said. Adobe launched a new free app, ‘Content Authenticity’, to safeguard digital originality. “We are now championing something called Content Credentials which supports the adoption of an artificial AI rights framework that will safeguard your originality and ensure transparency in this new era of Generative AI,” Narayen explained.

Throughout the four-day WAVES, industry leaders and policymakers want to reiterate India’s ambition to scale its creative economy through innovation, investment, and storytelling that resonates across borders. The convergence of technology and creativity may well define India’s next major export.