India Highlights Creativity and Technology at WAVES 2025
The WAVES 2025 summit commenced in Mumbai, featuring Prime Minister Narendra Modi as the keynote speaker. During his address, he highlighted India’s storytelling legacy and its potential to emerge as a global content creation hub. Modi urged creators worldwide to “Create in India, Create for the World,” while also honoring Indian cinema legends with the release of commemorative postage stamps. The event attracted dignitaries from over 100 countries, marking a pivotal moment in India’s journey towards becoming a creative superpower.
AI and Creativity: A New Era
Shantanu Narayen, the CEO of Adobe, spoke about India’s rise as a global creative powerhouse, driven by digital tools and generative AI. He noted that the country boasts over 100 million content creators and 500 million OTT consumers, positioning it as “the world’s next creative superpower.” Narayen introduced Adobe’s Firefly AI models, emphasizing the importance of ethical AI, content authenticity, and creator attribution for sustainable growth in the industry.
In a subsequent discussion, Richard Kerris and Vishal Dhupar from NVIDIA examined how AI is transforming the creative process. They highlighted AI’s capability to generate, localize, and personalize content on a large scale. Kerris remarked that while India has historically exported talent, it is now poised to export its rich culture, thanks to AI’s ability to amplify regional voices and narratives. This shift could position India as a significant player in global storytelling.
YouTube’s Commitment to Creators
YouTube CEO Neal Mohan announced a substantial investment of ₹850 crore aimed at enhancing India’s creator economy. He pointed out that there are over 15,000 Indian channels with more than 1 million subscribers, underscoring the platform’s role in promoting Indian stories on a global stage. Mohan declared, “India isn’t just leading in music and film—it’s now a Creator Nation.”
During the event, creators like Mark Rober and Gautami Kawale discussed the universal appeal of culturally rooted regional content. Rober emphasized how STEM-related content can transcend borders through AI-enabled dubbing and localization, further enhancing the reach of Indian creators. This investment signals YouTube’s commitment to nurturing local talent and expanding the global footprint of Indian narratives.
Advertising and Cultural Collaboration
Mark Read, CEO of WPP, addressed the advertising industry’s significant global impact, valued at $1 trillion, and its transition towards AI-driven storytelling. He introduced WPP’s open video production platform and showcased a campaign featuring Bollywood star Shah Rukh Khan, illustrating the potential of hyper-personalized content creation through motion AI. Read emphasized that AI is not a replacement for creativity but rather a tool that expands creative possibilities, particularly for micro, small, and medium enterprises (MSMEs) seeking access to quality advertising.
In a significant diplomatic move, Lisa Nandy, UK Secretary of State for Digital, Culture, Media and Sport, announced a Bilateral Cultural Federation Agreement aimed at strengthening ties between India and the UK in areas such as cinema, museums, and performing arts. She urged the need to empower the next generation of storytellers, drawing inspiration from historical figures and contemporary creatives bridging the cultural divide.
Panel Discussions: Shaping the Future
Two panel discussions at the summit delved deeper into the future of media and entertainment in India. The first panel, titled “India M&E @100: The Future of Media and Entertainment,” featured leaders from Eros Now, Jetsynthesys, and GroupM. They discussed the ongoing transformation in the industry, driven by AI-led intellectual property creation and the evolving consumption patterns of Generation Z.
The second panel, moderated by YouTube’s Gautam Anand, showcased creators like Chef Ranveer Brar and ChessTalk’s Jeetendra Advani. They illustrated how digital platforms are facilitating the global dissemination of Indian knowledge while maintaining cultural authenticity. This exchange of ideas and experiences highlighted the potential for Indian content to resonate on a global scale, reinforcing the country’s position as a burgeoning hub for creativity and innovation.
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