Union Minister Ashwini Vaishnaw on Monday said for the first time after Swami Vivekananda, it is Prime Minister Narendra Modi who is presenting Indian culture to the world in a systematic manner and with great pride.
Mr. Vaishnaw made the remarks after the launch of “WAVES Bazaar”, an e-marketplace to bring together creators and firms dealing in creative content, by him and Union Minister Gajendra Singh Shekhawat.
“Just like Swami Vivekananda had brought India’s heritage to the world stage through his address in Chicago, our Prime Minister Narendra Modi is contributing to the heritage of India through initiatives like yoga, culture, art, creativity, and Ayurveda. This is a historic thing,” he said.
Echoing the Prime Minister’s vision of establishing the World Audio Visual & Entertainment Summit (WAVES) as a summit of global repute, akin to the Davos Economic Forum, the Union Minister mentioned that the effort was part of a broader strategy to highlight India’s creative economy, “which is rich with tradition, storytelling, and cultural significance — elements of what is globally recognised as the ‘Orange Economy’”.
Mr. Shekhawat described India as a vibrant crucible of storytellers, musicians, content creators, and religious diversity, stating: “Our cultural heritage is not just a testament to our past but the backbone of our future on the global stage”.
As India progresses in various sectors — economic, social, and technological — our cultural prowess remains our greatest asset, he said.
The WAVES Bazaar platform is designed to connect India’s vast creative talent pool with international markets. It enables users to showcase their content, pitch projects, and build meaningful connections that transcend geographical boundaries.
The WAVES awards are also set to commence with nominations opening on February 15, 2025. They feature categories such as “Game of the Year”, “Film of the Year”, and “Advertising Campaign of the Year”. The awards also include “Special Selection Awards”, honouring lifetime achievements and significant impacts in fields like technology and social influence.
Another highlight was the launch of three new challenges under the Create in India Challenges, viz. “Resonate: The EDM Challenge”, for artists, composers, musicians, and performers from around the world; “Make The World Wear Khadi”, for advertising professionals and freelancers to develop innovative campaigns that position Khadi as a global brand; and “Wah Ustad”, a platform for young, classically trained vocalists to showcase their exceptional skills.
Mr. Vaishnaw also announced a new challenge aimed at promoting films that explore India’s rich tourism and cultural heritage.
“Create in India Challenges” by the WAVES, a flagship initiative by the I&B Ministry, has witnessed an overwhelming response with over 70,000 registrations till now. So far, 31 Create in India Challenges have been launched and 25 are still open for registration with 22 attracting global participation.
At the event, filmmaker Shekhar Kapur highlighted India’s status as the largest content creation and consumption nation. “India is not just a hub but a powerhouse of cultural and digital content, ranging from films to gaming. This is what we refer to as our ‘soft power’,” he said.
