World Audio Visual and Entertainment Summit (WAVES)—a significant stride towards a globally recognised platform akin to the Davos Economic Forum, the Ministry of Information and Broadcasting, in collaboration with the Ministry of Culture, Government of India, unveiled several key initiatives. The event held at the National Media Centre in New Delhi was inaugurated by Ashwini Vaishnaw, Minister of Information and Broadcasting, and Gajendra Singh Shekhawat, Minister of Culture, alongside notable dignitaries like filmmaker Shekhar Kapur and Prasar Bharati CEO Gaurav Dwivedi.

WAVES Bazaar: A Gateway for Global Creative Collaboration

A highlight of the event was the launch of WAVES Bazaar, a global e-marketplace designed to connect India’s creative talent with international markets. This innovative platform enables creators to showcase their work, pitch projects, and foster meaningful collaborations across diverse sectors like film, TV, music, esports, animation, gaming, and comics. According to the Secretary of the Ministry of Information and Broadcasting, WAVES Bazaar will bridge geographical gaps and simplify global business interactions. The platform offers resources for creators to secure funding, distribution, and brand collaborations, making it a crucial tool to harness the potential of India’s vibrant creative economy.

WAVES Awards: Celebrating Excellence in Creativity

The launch also included the announcement of the WAVES Awards, set to open nominations on February 15, 2025. These awards aim to honour exceptional achievements across creative disciplines, with categories like Game of the Year, Film of the Year, and Advertising Campaign of the Year. Special Selection Awards will also recognise lifetime achievements and impactful contributions to technology and social causes.

Create in India Challenges: Unlocking New Opportunities

In alignment with Prime Minister Narendra Modi’s vision of promoting India’s creative and cultural heritage, three new challenges were introduced under the Create in India initiative:

1. Wah Ustad: A Classical Music Extravaganza

The "Wah Ustad" competition offers a platform for young classical vocalists to showcase their talent. Open to participants aged 18 and above, this two-phased competition will culminate in a Grand National Finale at WAVES 2025. International participants are also welcome, with registrations now open on the Prasar Bharati website: prasarbharti.gov,in/wah-ustad

2. Make the World Wear Khadi: Reimagining India’s Iconic Fabric

This challenge invites advertising professionals and freelancers to craft innovative campaigns that position Khadi as a global brand. Participants are encouraged to create compelling designs across digital, print, video, and experiential formats, promoting Khadi’s legacy worldwide.

3. Resonate: The EDM Challenge

Hosted by the Indian Music Association, "Resonate" calls on artists, composers, and EDM enthusiasts from across the globe to showcase their creativity. This competition aims to highlight exceptional talent in electronic dance music production.

Promoting India’s Cultural Heritage Through Film

Adding to the excitement, the ministers announced a new challenge aimed at showcasing India’s cultural richness and tourism potential through films. This initiative encourages filmmakers to delve into the nation’s vibrant heritage and present it to global audiences.

Positioning India as a Creative Powerhouse

Ashwini Vaishnaw emphasised India’s commitment to becoming the global capital of the creative economy, often referred to as the 'Orange Economy.' Drawing parallels to Swami Vivekananda’s global cultural impact at the Chicago World’s Fair, he noted that initiatives like WAVES extend Prime Minister Modi’s efforts to share India’s legacy of yoga, Ayurveda, and storytelling with the world.

Gajendra Singh Shekhawat added that WAVES is a vital platform for artists, inspiring them to narrate India’s cultural stories on a global stage, elevating the nation’s heritage to new heights.