WAVES of Change: I&B Ministry’s Prithul Kumar on India’s Cultural Leap into the Global Spotlight

by  Mugdha Gaonkar Industry Watch | April 14, 2025 | Interview

Prithul Kumar WAVES Ministry of Information and Broadcasting

In a year that promises to redefine India’s standing in the global creative economy, WAVES 2025 emerges not just as a festival, but as a full-fledged cultural movement. At the helm of this ambitious initiative of reimagining how India tells its story to the world, Joint Secretary, Ministry of Information & Broadcasting, Prithul Kumar is working at the helm of organisation of Waves Culturals & Concerts and also the Waves Bazaar, strengthening the organisation of Waves Summit under the overall guidance of the Secretary, Information & Broadcasting.

In an exclusive interview with EVENTFAQS Media, Kumar delves into the Ministry’s far-reaching blueprint for making India a global hub for media, entertainment, and cultural innovation. From pioneering policy reforms and international collaborations to the grand spectacle of WAVES itself—featuring global icons, industry titans, and a digital-first marketplace—he lays out how India is not just catching up, but leapfrogging into the future of content, creativity, and commerce.

Q. In what ways is the Ministry working towards the Prime Minister’s goal of making India a global hub for media, entertainment, and cultural innovation?

The approach is multipronged, and the scale is unprecedented. The Ministry under the leadership of Hon’ble Minister of Information & Broadcasting, Shri Ashwini Vaishnaw, is bringing together stakeholders from across the entire spectrum—cinema, television, radio, print, digital, and live events—all under one unified platform. It is happening for the 1st time anywhere in this world that all the segments of the M&E sector are coming under one umbrella event.

One of our key strategies is international outreach. As of now, over 60 countries have confirmed their participation, and more are coming on board. Each brings its own creative muscle, technical expertise, and cultural depth, which will complement and amplify India’s own offerings. It’s not just an event; it’s a movement—India’s creative call to the world.

Q. WAVES is poised to become a significant platform for India’s creative ecosystem. Could you share your core vision for this year’s edition and how it builds upon the industry’s needs?

Government’s vision is to make WAVES surpass the level of the Oscars and Cannes. In the next two to three years, I see WAVES Awards becoming the most prestigious and sought-after accolades in global media and entertainment.

This year, we’ve sent out over 1,600 invitations to a cross-section of dignitaries—celebrities, award winners, political leaders, global industry leaders and key cultural figures. The idea is to ensure it reflects the true spirit of India—grand, inclusive, and future-facing.

Q. One of WAVES' strengths is its ability to bring stakeholders—artists, entrepreneurs, policymakers—onto one platform. What are some key collaborations or initiatives we can expect this year?

The WAVES 2025 summit is set to be a grand celebration of India’s creative prowess, marked by a carefully curated lineup of cultural showcases, celebrity participation, and high-octane performances. The event will open with an official anthem composed by none other than Oscar-winner M.M. Keeravani, setting the tone for a three-day spectacle that positions India at the epicenter of global media and entertainment. Hon’ble Prime Minister will inaugurate the summit on 1st May, 2025, in a ceremony that will also witness the coming together of the legendary personalities in the Advisory Board of WAVES, including  Shah Rukh Khan, Aamir Khan, Amitabh Bachchan & others. Additional programming includes thematic pavilions, industry conferences, masterclasses, and immersive showcases that reflect WAVES’ commitment to innovation, inclusivity, and international engagement.

Beyond its industry focus, WAVES 2025 will also be a spectacular celebration of global art, music, heritage and all facets of culture. The ‘Cultural Events’ in WAVES from 1-4 May, 2025, will showcase a vibrant tapestry of traditions, blending classical, folk, and contemporary performances. Global audiences will experience the richness of India’s cultural legacy alongside dynamic global influences, creating a truly immersive artistic journey.

The WAVES Culturals & Concerts will be in Mumbai’s most iconic venues — including the  NMACC Grand Theatre, Jasmine Hall & Studio Theatres in the WAVES Venue itself, the Jio World Convention Centre (JWCC). The performances are being curated by the Ministry of I&B at WAVES with the support of Government of Maharashtra, Ministry of Culture, YouTube, Spotify, Book My Show and other contributors. Adding to the global spirit, country-specific performances from across the world - Sri Lanka, Japan, Uzbekistan, Egypt, Malaysia, Belarus, Mexico, etc., will highlight diverse global traditions, while more than 600 Indian artists will showcase the cultural richness across India. 

The mega concert on 3rd May will be nothing short of magical, with A.R. Rahman’s immersive musical experience 'Wondrement', produced by Percept, promising to leave audiences spellbound. Beyond entertainment, these mega events are designed to highlight India’s capacity for large-format productions and its readiness to host global cultural collaborations. 

Q. The event and live entertainment industry has shown remarkable resilience and growth over the years. From a policy and institutional perspective, how is the Ministry supporting the development and global competitiveness of this sector?

The Ministry is deeply committed to positioning India’s media and entertainment industry as a globally competitive force, and this commitment is reflected in a range of strategic initiatives currently underway. A landmark move under consideration is the granting of Industry Status to key M&E sectors—including film, television, radio, music, online content, streaming platforms, gaming, and event management. This would significantly improve access to institutional finance and formal recognition, paving the way for structured growth.

Q. From your perspective, what role does WAVES play in shaping India’s cultural and creative economy, especially in today’s rapidly digitizing world?

WAVES is envisioned not just as a celebration of India’s creative strengths, but as a strategic catalyst for the country’s cultural and economic transformation in the digital era. At the heart of this vision is WAVES Bazaar, a revolutionary e-marketplace designed to bridge the gap between creators and capital. The Waves Bazaar portal is an online marketplace designed to connect professionals, businesses, and creators across the global entertainment ecosystem. This platform brings together a wide spectrum of stakeholders—filmmakers, game developers, musicians, animators, advertisers, sound designers, and more—offering them a seamless space to connect with corporates, investors, venture capitalists, and other collaborators who can help take their ideas from concept to reality.

What makes WAVES Bazaar unique is its comprehensive industry integration. It caters to the full breadth of the media and entertainment ecosystem, including emerging technologies like XR, AR, and VR. By enabling professionals to showcase their talent, pitch projects, and forge strategic partnerships, it becomes a launchpad for creative entrepreneurs to scale globally. The platform also features structured buyer-seller interactions, diverse listing opportunities, and access to exclusive networking events and investor meet-ups, ensuring that both established players and emerging voices can thrive.

In under 3 months of  the launch of the Waves Bazaar portal, by the Hon’ble Minister for Information & Broadcasting, more than 5800 buyers and 1400 sellers have already registered  on the platform and utilising its full potential.

In a rapidly evolving digital landscape, WAVES Bazaar is revolutionizing the way entertainment professionals connect and do business.

In a world that’s rapidly digitizing, WAVES plays a critical role in future-proofing India’s creative economy. It not only amplifies our soft power globally but also positions India as a preferred destination for content creation, innovation, and investment. Through WAVES Bazaar, we are creating a sustainable, tech-enabled ecosystem where culture meets commerce—offering creators a global stage, and investors, a gateway to India’s vibrant creative potential.