Union Minister highlights human creativity as central in the age of AI and infinite content; calls for building original Indian Intellectual Property linked with real-world tourism to drive local prosperity.
MUMBAI, INDIA — SEPTEMBER 29, 2026: Addressing the 26th edition of ‘FICCI FRAMES 2026’, Mr. Gajendra Singh Shekhawat, Hon’ble Minister of Tourism & Culture, Government of India, emphasized a vital structural shift for the nation’s creative industries. Speaking on the theme, ‘India’s Media Moment: Creating Value in an Age of Infinite Content,’ the Minister declared that India must transition from a content consumer to a global leader in content creation and human-centric creativity.
Minister Shekhawat predicted that in the next 2-3 years, the world will shift back toward content with little AI involvement, fewer filters, and human-only creation. ‘Therefore, as we embrace the opportunity before us during this period of change, we must work with equal determination to ensure that this opportunity does not diminish our creativity,’ he emphasized.
Reflecting on digital distribution, the Minister noted that in an era of infinite content, the biggest challenge is not a shortage of material but preserving originality and human connection. He pointed out that trust is an invaluable asset that must be protected as a priority. ‘India doesn’t merely possess content, it possesses context, diversity, and a rich tradition of storytelling,’ Minister Shekhawat stated. ‘This is our creative dividend and creative capital.’
To capitalise on this, the Minister outlined three key structural changes. First, India must move beyond the scale of its massive domestic audience and actively build original Indian intellectual property. Second, the nation must foster cross-industry integration by connecting the India seen on screen with the physical experience of traveling through the country. This synergy ensures that onscreen stories inspire real-world tourism, which in turn generates long-term local economic prosperity. Third, the creative economy must leverage new technologies to expand global reach.
The creative economy, according to Minister Shekhawat, is poised to generate massive opportunities across multiple sub-sectors. He highlighted AVGC, Extended Reality (XR), gaming, virtual production, and artificial intelligence as the definitive new languages of modern storytelling. These technologies possess the capability to bring ancient historical cities back to life, reveal the complete story behind museum artifacts, and offer immersive ways for the younger generation to engage with culture and heritage practices.
Reinforcing this vision, Mr. Prabhat, Additional Secretary (I&B), Ministry of Information and Broadcasting, stated that while the government provides institutions, policy frameworks, and international linkages, the creative economy is ultimately built by creators. He called for greater commercial investment in original Indian intellectual property and backing new writers, musicians, animators, and game developers.
Acclaimed actor and FICCI FRAMES Ambassador, Mr. Ayushmann Khurrana, added his perspective on democratization: ‘A story can begin in a small town in India and find an audience anywhere in the world. A creator with a phone can reach millions. That is the opportunity in front of us to take India’s creative imagination to an even bigger global stage.’ Moving forward, Mr. Anant Goenka, President of FICCI and Vice Chairman of the RPG Group, emphasized that India must convert its audience scale into lasting value without removing what makes its work unmistakably Indian.
A key highlight of the inaugural session was the presentation of the prestigious FICCI FRAMES Lifetime Achievement Award to Mr. Uday Shankar, Past President of FICCI and Vice-Chairman of JioStar, by Minister Shekhawat for his outstanding contribution and visionary leadership in shaping India’s Media & Entertainment industry. In acceptance, Mr. Shankar remarked that media remains a fundamental pillar of society and the foundation upon which individual aspirations and national visions are shaped.
Addressing regulatory frameworks, Mr. Kevin Vaz, Chair of the FICCI M&E Committee and CEO of Entertainment at JioStar, voiced the industry need for regulatory forbearance, noting that innovation needs room to evolve, with self-regulation at the center. Supporting this view, Mr. Arjun Nohwar, Co-Chair of the FICCI M&E Committee and Managing Director – South Asia at Warner Bros. Discovery, concluded that creators need the runway to experiment, technology needs to earn audience trust, and investors need the conviction to back unvalidated ideas.
Ms. Jyoti Vij, Director General of FICCI, was also present during the inaugural session.
