At FICCI FRAMES 2026, Union Minister Gajendra Singh Shekhawat outlines a vision for India to lead the world through original storytelling, cultural context, and human creativity in the age of AI
Mumbai: In an era where artificial intelligence is rapidly transforming how content is produced and consumed, Union Minister for Tourism and Culture Gajendra Singh Shekhawat has called upon India to redefine its place in the global media landscape by becoming a world leader in content creation rather than merely a vast consumer market.
Addressing the inaugural session of the 26th edition of FICCI FRAMES 2026 in Mumbai, Shekhawat argued that India’s greatest advantage lies not simply in the volume of content it can produce, but in the rich cultural context, storytelling traditions, and creative diversity that have shaped the nation for centuries.
Speaking on the theme “India’s Media Moment: Creating Value in an Age of Infinite Content,” the minister said the media and entertainment sector stands at a pivotal moment where authenticity and originality are becoming increasingly valuable commodities.
“The challenge today is no longer a shortage of content. The real challenge is originality, trust and meaningful human connection,” he said, emphasizing that protecting audience trust must remain a top priority as digital ecosystems become increasingly crowded.
Beyond Content: India’s Unique Creative Capital
According to Shekhawat, India’s strength lies in something many countries cannot easily replicate: context.
“India doesn’t merely possess content; it possesses context,” he noted, describing the nation’s cultural diversity, traditions, heritage and storytelling legacy as a powerful creative dividend.
He stressed that India is uniquely positioned to leverage this advantage to simultaneously advance culture, economic growth, employment generation, tourism and international influence.
“Today is the time to advance India’s culture, economy, employment, global standing and tourism together. This is our creative capital,” he said.
As global audiences increasingly seek authentic narratives and diverse voices, India’s storytelling ecosystem has the opportunity to emerge as a major source of intellectual and cultural influence across international markets.
Three Priorities for India’s Creative Future: FICCI FRAMES 2026
Outlining a roadmap for the country’s media and entertainment sector, the minister highlighted three strategic priorities.
First, India must transition from being one of the world’s largest content-consuming markets into a leading global creator and exporter of content.
Second, the industry should focus on developing original Indian intellectual property rather than relying solely on audience scale. Building globally relevant Indian franchises, stories and characters, he said, would be critical in establishing long-term value.
Third, he advocated integrating storytelling with tourism, where films, television series, digital content and immersive experiences inspire audiences to explore real Indian destinations.
“Stories should inspire tourism, and tourism should create local prosperity,” he said, pointing to the potential for media content to drive economic growth at the grassroots level.
Human Creativity in an AI-Driven World
While acknowledging the disruptive potential of artificial intelligence, Shekhawat struck a balanced note on its future impact.
He predicted that over the next few years, audiences may increasingly gravitate toward content with greater human involvement, fewer algorithmic filters and a stronger sense of authenticity.
“As we embrace the opportunities presented by technological change, we must ensure that creativity itself is not diminished,” he said.
The minister observed that emerging technologies such as AI, Extended Reality (XR), Virtual Production, Animation, Visual Effects, Gaming and Comics (AVGC) are creating new storytelling possibilities. These tools, he noted, can help revive historical narratives, enhance museum experiences and make cultural heritage more accessible to younger generations.
Far from replacing creativity, technology should become an enabler that helps Indian stories reach new audiences and formats.
Building the Next Generation of Creators: FICCI FRAMES 2026
Echoing the minister’s vision, Prabhat, Additional Secretary in the Ministry of Information and Broadcasting, emphasized that governments can build enabling frameworks, institutions and international partnerships, but creative economies are ultimately driven by creators themselves.
He stressed the need for greater investment in original Indian intellectual property and stronger support for writers, musicians, animators, game developers and emerging creative talent.
Acclaimed actor and FICCI FRAMES Ambassador Ayushmann Khurrana reinforced the democratizing power of digital platforms.
“A story can begin in a small town in India and find an audience anywhere in the world,” he said, highlighting how creators now possess unprecedented opportunities to reach global audiences directly.
With smartphones and digital platforms lowering entry barriers, India’s creative ecosystem has become more inclusive than ever before, allowing diverse voices and regional stories to gain visibility at an international scale.
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Turning Scale into Lasting Value
FICCI President and RPG Group Vice Chairman Anant Goenka argued that India’s next challenge is converting its vast audience base into sustainable value creation.
According to him, Indian storytellers must be equipped with the confidence, technology, capital and distribution networks required to compete globally while preserving the uniquely Indian essence of their work.
Industry leaders also called for an innovation-friendly operating environment. Kevin Vaz, Chair of the FICCI Media & Entertainment Committee and CEO, Entertainment, JioStar, advocated greater regulatory forbearance and stronger self-regulation, arguing that innovation thrives when creativity is given room to evolve.
Similarly, Arjun Nohwar, Managing Director, South Asia, Warner Bros. Discovery, emphasized the need for collaboration among creators, investors, policymakers and technology leaders to nurture experimentation and audience trust.
Honouring a Media Visionary
The opening session also saw the presentation of the FICCI FRAMES Lifetime Achievement Award to media industry veteran Uday Shankar, Vice Chairman of JioStar and former FICCI President, in recognition of his transformative contribution to India’s media and entertainment landscape.
Accepting the honour, Shankar reflected on the enduring importance of media in society.
“Media continues to be a fundamental pillar of society. It shapes imagination, aspirations and society’s vision for a better future,” he said.
A Defining Moment for India’s Creative Economy
The discussions at FICCI FRAMES 2026 underscored an emerging consensus across government and industry: India’s next growth story may be driven as much by creativity as by technology.
As AI reshapes content production worldwide, India’s opportunity lies not in competing on volume alone, but in leveraging its cultural depth, storytelling traditions and creative talent to build globally influential intellectual property.
The message from FICCI FRAMES was clear: in a world flooded with content, India’s real competitive advantage is not merely what it creates, but the uniquely Indian context behind every story.
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