A Global Creative Connect
- Aditi Pai
- May 1, 2025
- 5 min read
The WAVES paves the way for international creative collaboration
Mumbai: The roads in Mumbai’s Bandra Kurla Complex were bathed in hues of pink with banners announcing the first-of-its-kind WAVES summit. But inside the power-packed halls of the swanky Jio Convention Centre, the theme was all about the ‘orange economy’—an industry that encompasses the creative fields such as gaming, films, music and animation which is seen as a powerful tool of economic and cultural growth. Prime Minister Narendra Modi, who inaugurated the high-profile World Audio Visual and Entertainment Summit (WAVES), emphasised that the summit was indeed an actual ‘wave’ symbolising creativity and global connections that could channelise the energy of the Indian youth constructively.
During his impactful hour-long speech to an audience brimming with ministers from several countries, India’s leading industrialists and members of the Indian film fraternity and young gamers, Modi dipped into Indian mythology and history while appealing to the youth with emphasis on animation and gaming.
The Prime Minister stressed on numbers, catchy slogans and statements and showed the immense potential the industry holds—the global animation industry, he said, is worth $430 million and is set to double within the next 10 years. India, with its huge young population, stands at the crossroads of building a prosperous orange economy.
Rich heritage
Modi drew from India’s rich cinematic and cultural heritage. The first ever feature film, Harishchandra, was made on this day, 112 years ago. He harked back to the contribution of India’s literary and cinematic giants from the poet Kalidas to Guru Dutt and Raj Kapoor. Indian cinema, he said, has reached the corners of the world. But while hailing the work of the maestros, Modi acknowledged the numerous stories, folklore and musical traditions of every little corner of the country. Music and dance, he said, was patronised by none other than the Gods in Hindu religion and the lullaby, set to tune, is the mother’s first interaction with her child. “Just as a mother weaves dreams for her child through poetry and music, artistes weave together the collective dreams of an era,” he said. Modi’s speech stressed on India’s powerful storytelling tradition and heritage of languages, dialects, folklore and music.
The speech wasn’t all about heritage and nostalgia. While positioning India as a creative hub for other nations to turn their attention to, Modi emphasised on the all-encompassing nature of the land that has welcomed and assimilated various cultural identities. He appealed to the youth—be it a podcaster, musician, gamer or filmmaker from any part of the country, to join this new revolution that could boost the Indian economy.
Hailing the WAVES as the “beginning of the orange economy”, Modi proudly said that Indian films release in more than 100 countries and people watch Indian content with subtitles in their own languages. The Indian OTT industry has seen a 10-fold growth in recent years. Relying on catchy slogans to drive home the point, Modi said that while screens are becoming “micro”, the message is “mega” and while the screen size may be shrinking with OTT and games, the scope in the field is infinite.
Global exhibitors
The summit has exhibitors from around the world, a Bharat Pavilion which will showcase the creative talent and opportunities across India, panel discussions and talks which will unfold over the next four days.
WAVES, which is likely to see more than 10000 delegates is likely to be a transformative platform for India’s creative industries by facilitating international collaborations and business while dipping into our country’s rich cultural tapestry.
Create in India Challenges
Thirty-two challenges and competitions saw more than one lakh participants from 60 countries of which 800 finalists have been selected
Three key challenges will see their finale during WAVES
Wah Ustad: A nationwide competition for young vocalists, it provides a platform to classical, semi classical and Sufi singing talent.
Make the World Wear Khadi: A call to global advertising and marketing professionals to design campaigns promoting and position Khadi as an international brand through innovative advertising
Resonate: The EDM Challenge: Organized by the Indian Music Association (IMA) along with the I and B Ministry, this challenge invites global artists to showcase their talent in Electronic Dance Music (EDM) production.
I'm going to tell myself I have done pretty well: Deepika
As someone who moved to Mumbai when she was just 18, Bollywood star Deepika Padukone says she has done quite well for herself by creating a space in the world of entertainment.
The 39-year-old actor joined superstar Shah Rukh Khan for a session, titled "The Journey: From Outsider To Ruler", at the inaugural WAVES Summit on Thursday here.
"Today when I look back at the journey... For an 18-year-old to move to a big city... It was a big decision to make. Those little things, having to navigate life with trial and error. Overall, when I look back I say not bad, well done.
"I am actually going to tell myself I have done pretty well. You don't really sit back and look at the journey. I don't celebrate the moments too much. I look at things in a straightforward way," said Deepika, who started out as a model before making her acting debut with 2007's "Om Shanti Om" opposite Shah Rukh.
In her "me time", the "Padmaavat" star said she focuses on everyday things like running her house.
"There's a study where all the mail comes... I sort out all of it... Cleaning the kitchen, checking vegetable stock for the week, laundry... I don't know any other way. Maybe because I started out this way. I didn't have a big house earlier. I didn't have house help," she added.
Shah Rukh, who also starred with Deepika in movies such as "Happy New Year", "Chennai Express", "Pathaan" and "Jawan", praised the actor, saying she will be a great mother to Dua, her daughter with actor-husband Ranveer Singh.
"The role she is going to play the best, is that of a mother, to Dua. She is really going to be a wonderful mom," he said.
Deepika called the inaugural World Audio Visual & Entertainment Summit (WAVES) "a timely event".
"The way this has come together, it was high time. India being the centre of it (cinema and entertainment) is the right time. It's the coming together of AI, tech, and storytelling," she added.
I don't indulge in overworking, overthinking: Shah Rukh Khan
When he is not working, he is in a meditative state, superstar Shah Rukh Khan said on Thursday at the inaugural day of the WAVES summit here.
Addressing a session on 'The Journey: From Outsider to Ruler' at the event, which is billed as a platform to position India as a global hub for media, entertainment and digital innovation, he also batted for more theatres and less expensive tickets in India.
"I still believe the call of the day is a lot more theatres, small theatres in small towns, cheaper theatres so that we can show more films to people in every corner of the country," Shah Rukh said.
He expressed the hope that with the WAVES summit, shooting processes should become easier "not only for Indians but also for people coming from outside".
"I don't indulge in overworking, overthinking. When I am not on the sets, I don't do anything. I am in a meditative state," the superstar said in a fireside chat with director friend Karan Johar and Deepika Padukone, his co-star on many movies.
The actor, one of the biggest superstars in Hindi cinema, said when he was young, he was "brash" but also gutsy.
"I believe when I was brash, overconfident, reckless, and a lot more stupid. I'm happy I was like this otherwise I wouldn't have chosen the path I did with such wonderful people. I was a little gutsy also. Thank you, young Shah Rukh Khan for being so cool," he said.
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