NEW DELHI: The information and broadcasting ministry on Monday unveiled a series of initiatives, including an e-marketplace designed to connect creators with global opportunities, in the run-up to the Feb 5-9 World Audio Visual and Entertainment Summit (WAVES), which is set to position India as a global hub for creative content.
The WAVES awards were also announced, with nominations opening in Feb 15, celebrating excellence across disciplines, including categories like ‘Game of the Year’ and ‘Film of the Year’. These awards aim to honour creativity and innovation.
“Our culture, celebrated globally since Swami Vivekananda’s historic speech in Chicago, is now being championed through initiatives like WAVES. This summit aims to establish India as the global capital of the creator economy,” said Union minister Ashwini Vaishnaw, who launched the initiatives along with his Cabinet colleague Gajendra Singh Shekhawat.
To further stimulate India’s creative economy, the ministry introduced three new ‘Create in India’ challenges – classical and semi-classical music competition ‘Wah Ustad’ ; ‘Make the World Wear Khadi’, encouraging innovative advertising campaigns for Khadi’ and ‘Resonate’, an EDM challenge inviting global participation. In addition, a new challenge focused on promoting India’s tourism and cultural heritage through films was unveiled.
Shekhawat described these efforts as vital to showcasing India’s vibrant cultural diversity. “Our heritage is both a testament to our past and the backbone of our global future,” he said.
Filmmaker Shekhar Kapur lauded the initiative, saying, “India is not just a hub but a powerhouse of cultural and digital content. WAVES represents a unique opportunity to amplify this soft power.” With over 70,000 registrations for the Create in India challenges, WAVES promises to foster collaboration, creativity, and innovation.