“You are the digital ambassadors of
India all over the world. You are the brand ambassadors of Vocal for Local.”
These inspiring words by Hon’ble Prime Minister Narendra Modi, spoken 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 honor 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.
The
Expanding Horizon of India’s Creative Economy
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 INR 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 epicenters, fueling a decentralized creative
revolution.
India’s 110 crore internet users
and 70 crore social media users are driving democratization of
creativity. Social media platforms and OTT services enable creators to connect
directly with global audiences. The rise of regional content and vernacular
storytelling has further diversified the narrative, making India’s creative
economy truly inclusive.
Content creators are achieving
unprecedented economic success, with those having over one million followers
earning between INR 20,000 and INR 2.5 lakh per month. This ecosystem is
monetarily rewarding and also a platform for cultural expression and societal
impact.
Impact
Across Dimensions
The creative economy has a profound
influence that extends well beyond GDP growth. It significantly impacts various
sectors, including tourism, hospitality, and technology, by supporting
ancillary industries. Additionally, digital platforms empower marginalized
voices, promoting social inclusion, diversity, and the preservation of cultural
heritage. Through its storytelling prowess, India enhances its global soft
power, from Bollywood to regional cinema, showcasing its rich cultural
narrative on the world stage. The sector also aligns with global sustainability
goals, as seen in eco-friendly production practices and the rise of sustainable
fashion, demonstrating its commitment to environmentally conscious growth.
Government’s
Transformative Interventions
To elevate India’s creative economy
on the global stage, the Government is prioritizing three key pillars:
nurturing a robust talent pipeline, strengthening infrastructure for creators,
and streamlining processes to empower storytellers. As part of this vision, the
establishment of the Indian Institute of Creative Technology (IICT) underscores
the Government’s commitment to fostering innovation and creativity. The IICT
aims to ensure that Indian creators—whether in cinema, animation, gaming, or
digital arts—continue to thrive as a unifying cultural force domestically and a
leading influence in global entertainment. By embracing the latest technologies
in filmmaking, immersive experiences, and interactive entertainment, India is
poised to redefine the future of content creation.
The World Audio Visual &
Entertainment Summit (WAVES) is a landmark initiative to position the country
as a global powerhouse in content creation and innovation. WAVES serves as a
dynamic platform where creators, industry leaders, and policymakers converge to
shape the future of the audiovisual and entertainment sectors. Aligned with PM’s
Create in India vision, the summit fosters collaboration, showcases India’s
creative potential, and encourages global partnerships.
The Create in India Challenges are a
pioneering initiative designed to unlock the immense potential of India’s
creator economy. Launched as part of the build-up to the World Audio Visual
& Entertainment Summit (WAVES), these challenges aim to inspire and empower
talent in key sectors such as animation, gaming, music, OTT content, and
immersive storytelling. With over 14,000 registrations and active participation
from startups, independent creators, and industry professionals, the initiative
showcases India’s innovative spirit.
The Road
Ahead: Taking India to the World
As we embark on this eight-day
celebration of cinematic brilliance at IFFI, the message is clear: India’s
creators are poised to lead the global creative economy. The Government of
India is fully committed to supporting this ecosystem—through policy reforms,
infrastructure development, and incentives for innovation.
To our creators, the call to action
is simple yet profound: embrace cutting-edge technologies like 5G, virtual
production, and artificial intelligence. Leverage platforms that transcend
geographical barriers and tell stories that resonate globally while reflecting
India’s unique identity.
The future belongs to those who
innovate, collaborate, and create seamlessly. Let India’s creative economy be a
beacon of inspiration, driving economic growth, cultural diplomacy, and global
leadership. Together, let us ensure that every Indian creator becomes a global
storyteller and that the world looks to India for the stories that shape
tomorrow.
A PIB Feature
