The Wave 2025 Summit was launched in Mumbai, with Prime Minister Narendra Modi featured as keynote speaker. In his speech, he highlighted the legacy of Indian storytelling and the potential to emerge as a global content creation hub. Modi urged creators around the world to “create in India and create for the world,” and honored the legend of Indian cinema with the release of commemorative postal stamps. The event attracted high-ranking officials from over 100 countries and marked a pivotal moment on its journey to becoming India’s creative superpower.
AI and creativity: a new era
Adobe CEO Shantanu Narayen spoke about the rise of India as a global creative powerhouse driven by digital tools and generation AI. He said the country has over 100 million content creators and 500 million OTT consumers, positioning it as the “next creative superpower in the world.” Narayen introduced Adobe’s Firefly AI model to highlight the importance of ethical AI, content reliability, and creator attribution for sustainable growth in the industry.
In subsequent discussions, Richard Kerris and Vishal Dhupar of Nvidia looked into how AI is transforming the creative process. They highlighted their ability to generate, localize and personalize AI content at scale. Kelis said India has historically exported talent, but thanks to the ability of AI to amplify the voices and stories of the region, it is now poised to export a rich culture. This shift could position India as a key player in global storytelling.
Commitment to YouTube creators
YouTube CEO Neal Mohan has announced a hefty investment of 850 crores aimed at strengthening India’s creator economy. He noted that over 15,000 Indian channels have over 1 million subscribers, highlighting the role of platforms promoting Indian stories on the global stage. Mohan declared, “India is not just a leading music and film, it is now a land of creators.”
During the event, creators such as Mark Rober and Gautami Kaware discussed the universal appeal of culturally rooted local content. Rober highlighted how STEM-related content can cross boundaries and increase the scope of Indian creators through AI-enabled dubbing and localization. This investment demonstrates YouTube’s commitment to cultivate local talent and expanding the global footprint of Indian stories.
Advertising and cultural collaboration
WPP CEO Mark Read is working on the key global impact of the advertising industry worth $1 trillion and the transition to AI-driven storytelling. He has introduced WPP’s open video production platform and featured Bollywood star Shah Luk Khan, demonstrating the possibility of creating hyper-personalized content through motion AI. Reading emphasized that AI is not an alternative to creativity, but a tool to expand creative possibilities, especially for micro, small and medium-sized businesses (MSMEs) who want access to quality ads.
Amid a key diplomatic move, UK’s Secretary of State for Digital, Culture, Media and Sports, Lisa Nandi has announced the Bilateral Cultural Federation Agreement aimed at strengthening India-UK relations in regions such as film, museums and performing arts. She pioneered the need to empower the next generation of storytellers, drawing inspiration from historical figures and contemporary creatives that bridge cultural gaps.
Panel Discussion: Shaping the Future
Two panel discussions at the summit delved deep into the future of Indian media and entertainment. The first panel, entitled “India M&E @100: The Future of Media and Entertainment,” featured leaders from Eros Now, Jetsynthesys and Groupm. They discussed AI-driven intellectual property creation and the continued transformation in the industry due to the evolving patterns of consumption in Generation Z.
The second panel, hosted by YouTube’s Gautam Anand, featured creators such as chef Ranveer Brar and Chesstalk’s Jeetendra Advani. They showed how digital platforms promote the global spread of Indian knowledge while maintaining cultural credibility. This exchange of ideas and experience highlighted the possibility that Indian content could resonate on a global scale, and strengthened the country’s position as a rapidly growing hub of creativity and innovation.
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