Union Culture Minister stresses original Indian IP, human creativity in the AI era and stronger links between storytelling and tourism
MUMBAI, September 29, 2026: India must move beyond being one of the world's biggest consumers of content and strengthen its position as a global centre for content creation, creativity and original intellectual property, Union Minister for Tourism and Culture Gajendra Singh Shekhawat said at FICCI FRAMES 2026 in Mumbai.
Addressing the 26th edition of the media and entertainment convention, Shekhawat placed human creativity, originality and trust at the heart of India's next phase of growth in the creative economy.
Speaking around this year's theme, "India's Media Moment: Creating Value in an Age of Infinite Content," the minister said the challenge facing the industry is increasingly not the availability of content but the ability to create work with originality and genuine human connection.
According to Shekhawat, audiences could increasingly gravitate towards content with less artificial intervention, fewer filters and a stronger human creative imprint as AI-generated material becomes more widespread.
As artificial intelligence transforms production and storytelling, he urged the industry to embrace technology without allowing it to diminish human creativity.
'India Has Content, But It Also Has Context'
One of Shekhawat's central messages was that India's advantage goes beyond the sheer volume of stories it can produce.
India, he said, possesses not only content but also context — shaped by its cultural diversity, traditions, languages and long history of storytelling.
He described this combination as India's "creative capital", arguing that the country's creative industries could simultaneously contribute to culture, employment, economic growth, tourism and India's global presence.
From Audience Scale to Original Indian IP
Shekhawat outlined three areas where he said India's media and entertainment ecosystem needs to advance.
First, India should move beyond its role as a massive content-consuming market and work towards becoming a global leader in content creation and creativity.
Second, the industry should convert the scale of India's audience into enduring value by creating and owning original Indian intellectual property capable of travelling across markets and platforms.
Third, stories shown on screen should connect more closely with real-world India, allowing films, television and digital entertainment to encourage travel while helping tourism generate economic opportunities for local communities.
The emphasis on original IP was echoed by Prabhat, Additional Secretary in the Ministry of Information and Broadcasting, who said institutions, policy frameworks, platforms and international partnerships can be facilitated by government, but the creative economy ultimately depends on creators and industry.
He called for greater investment in Indian intellectual property and increased support for emerging writers, musicians, creators, animators and game developers.
AI, Gaming, XR and AVGC Open New Storytelling Opportunities
Shekhawat also highlighted the potential of technologies including artificial intelligence, gaming, extended reality (XR), virtual production and AVGC to create new forms of cultural storytelling.
Such technologies, he said, could recreate ancient cities, provide immersive interpretations of museum objects and offer younger audiences new ways of experiencing India's cultural heritage.
The minister's remarks came at a time when AI's growing role in media has triggered a wider conversation around creativity, copyright, consent, attribution and the economic value of human-created work.
Ayushmann Khurrana Highlights Global Opportunity for Indian Stories
Actor and FICCI FRAMES Ambassador Ayushmann Khurrana highlighted how digital distribution has dramatically expanded the potential reach of Indian creators.
"A story can begin in a small town in India and find an audience anywhere in the world."
Khurrana said creators now have unprecedented access to audiences, giving India's diverse voices an opportunity to reach a much larger global stage.
Anant Goenka, President of FICCI and Vice Chairman of RPG Group, meanwhile, stressed the importance of converting India's scale into lasting value while ensuring Indian stories retain their distinctive cultural identity.
He called for storytellers to be provided with the capital, confidence, technology and global reach required to expand internationally without losing what makes their work uniquely Indian.
Uday Shankar Receives FICCI FRAMES Lifetime Achievement Award
A major moment during the inaugural session was the presentation of the FICCI FRAMES Lifetime Achievement Award to Uday Shankar, Vice-Chairman of JioStar and Past President of FICCI, recognising his contribution to India's media and entertainment industry.
Presenting his perspective on the continuing importance of the sector, Shankar described media as a fundamental pillar of society that helps shape people's imagination, aspirations and vision of the future.
His remarks extended the conversation beyond commercial growth to the wider influence of news, cinema, television, entertainment and sport in shaping how people view themselves and the country.
Industry Calls for Innovation and Responsible Growth
Kevin Vaz, Chair of the FICCI Media & Entertainment Committee and CEO – Entertainment, JioStar, said emerging value pools would require an environment in which the industry has room to innovate.
He highlighted self-regulation and strong industry practices as important considerations as the sector evolves.
Arjun Nohwar, Co-Chair of the FICCI M&E Committee and Managing Director – South Asia, Warner Bros. Discovery, emphasised the need to give creators space to experiment while ensuring technology earns audience trust.
He also highlighted the interconnected roles of creators, technology companies, investors, policymakers and regulators in shaping the industry's next phase.
The 2026 edition of FICCI FRAMES, held in Mumbai on September 29–30, brings together leaders from film, television, streaming, gaming, artificial intelligence, digital media and the broader creator economy.
At the centre of the opening conversation was a clear industry challenge: India's enormous audience provides scale, but the next opportunity lies in converting that scale into original intellectual property, creative ownership and globally relevant Indian storytelling.
