‘A movement, not just an event’: Jaju charts vision for India’s global creative push

India’s Media & Entertainment (M&E) sector stands on the brink of extraordinary expansion even as it navigates rapid transformation driven by artificial intelligence, Union Information and Broadcasting Secretary Sanjay Jaju said in Mumbai on Monday.

Jaju also released CII’s White Paper on priority policy reforms and stressed that as a rising economic power, India must ensure its stories reach every corner of the world.

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Speaking at the 12th CII Big Picture Summit, on the theme ‘The AI Era – Bridging Creativity and Commerce’, Jaju underscored that the industry must harness emerging technologies and India’s rich creative heritage to build a globally competitive creative economy.

Jaju called on the industry to view the WAVES Summit not as a standalone event, but as part of an ongoing movement—one that continually inspires new waves of creativity, innovation, and progress. “The WAVES Summit is much more than an event; it is a movement. Our Prime Minister has consistently reminded us that each wave in this journey builds upon the last, urging us to reflect on where we stand as an industry and how we can move forward together,” he remarked.

The Secretary underscored that entertainment, alongside food, shelter, and clothing, remains a fundamental pillar of civilisation, integral not only to economic growth but also to societal harmony and happiness. “The true value of our sector goes beyond numbers: it connects people, fosters harmony, and links nations together,” he said.

India’s creative economy, he noted, is now a direct or indirect livelihood source for over 10 million people, contributing approximately Rs 3 lakh crore to the national GDP. Jaju highlighted India’s rich storytelling heritage, from oral traditions (Shruti) to written (Kriti) and visual forms, forming three verticals, as showcased in the Bharat Pavilion at the WAVES Summit and now in the National Museum of Indian Cinema. “Despite this legacy, India holds only 2 per cent of the global M&E market. Our challenge is to transform our creative potential into products and stories that earn global recognition,” he said.

The White Paper unveiled on the occasion a comprehensive roadmap of policy actions crucial for the M&E sector’s future. It outlines actionable recommendations to drive growth, foster innovation, and position India as a leader in the global creative economy.