Tapping the potential of India's creative economy

TO INDIA'S CREATORS, THE CALL TO ACTION IS SIMPLE YET PROFOUND: EMBRACE CUTTING-EDGE TECHNOLOGIES SUCH AS, ARTIFICIAL INTELLIGEN CE, 5G, & VIRTUAL PRODUCTION

- ' Ashwini Vaishnaw

'You are the digital ambassadors of India all over the world. You are the brand ambassadors of Vocal for Local." These inspiring words from Prime Minister (PM) Narendra Modi during the presentation of the first-ever National Creators Award earlier this year highlight the transformative role of India's creative economy. Today, our creators are not just storytellers; they are nation-builders, shaping India's identity and showcasing its dynamism on the global stage.

As the 55th International Film Festival of India (IFFI) kicks off today in Goa, the spotlight is firmly on the theme, ''Young Filmmakers - The Future is Now". Over the next eight days, IFFI will showcase hundreds of films, host master classes with industry stalwarts, and honour the finest in global cinema. This convergence of global and Indian cinematic excellence underscores India's creative economy as a powerhouse of innovation, employment, and cultural diplomacy.

India's creative economy has emerged as a $30-billion industry, contributing nearly 2.5% of GDP and providing livelihoods to 8% of the workforce. Spanning cinema, gaming, animation, music, influencer marketing, and more, the sector reflects the vibrancy of India's cultural landscape. With a thriving influencer marketing sector valued at ₹3,375 crore, and over 200,000 full-time content creators, this industry is a dynamic force driving India's global aspirations. Notably, more and more cities, such as Guwahati, Kochi, and Indore, are becoming creative epicentres, fuelling a decentralised creative revolution.