WAVES weaves together storytelling, technology and international cooperation to reshape the global media and entertainment. This summit marks a decisive leap into a future where India leads with innovation, cultural capital and strategic foresight

Come May 1st, India has truly arrived with the WAVES Entertainment Summit being held in Mumbai from 1st to 4th of May 2025. The summit echoes the vision envisaged in 2019 by PM Modi in his speech at the inauguration of the National Museum of Indian Cinema; highlighting Indian cinema as a powerful medium of global outreach and soft power, calling it a “silent force” that shapes global perceptions and connects cultures. He emphasised cinema’s potential to promote film tourism, inviting international filmmakers to explore India’s diverse landscapes. The design of WAVES is an unusual convergence of like-mindedness of M&E stakeholders; individuals or institutions that think alike in carving out a landscape that will be suited for the global fraternity responsible for creating content and its consumption. 

WAVES 2025 brings a bold new phase of soft power diplomacy, focusing on transformative and technology-driven partnerships. Innovation in this segment is bound to create a new buzz for foreign policy tie-ups, carried forward on the wings of emerging tools such as Artificial Intelligence (AI), Virtual Reality (VR), and immersive content ecosystems. The diverse participation at WAVES will open unprecedented avenues for multilateral cooperation and dialogue across critical areas of knowledge sharing, media engagement, storytelling ecosystems, and digital co-productions. It provides India with an unparalleled opportunity to assert global leadership in the creative domain; by fusing its creativity quotient, strategic foresight, and cultural capital into a soft power matrix that fosters goodwill and purposeful international collaboration.

At the heart of WAVES 2025 lies its evocative tagline: “Connecting Creators, Connecting Countries”, a bold declaration of India’s intent to reposition itself as a global M&E powerhouse. As a summit that seeks to reimagine communication diplomacy, one of its most awaited outcomes is the WAVES Declaration, a visionary charter that could reshape the media discourse globally.

Rarely has a platform attempted to knit together creativity, business, leadership, and soft power into a cohesive global identity. But WAVES seeks to do just that, with a Global Media Dialogue, a declaration of shared values, and a structured roadmap for the M&E industry that reflects the ethos of a borderless, tech-enabled, creatively interconnected world. The declaration will place communication-clear, coherent, and collaborative-at the centre of a new global information order, founded on equity, access, equality, and participation.

WAVES has quietly but effectively given a new meaning to soft power diplomacy wherein all constituents that create charisma associated with knowledge sharing and storytelling play a critical role in bilateral or multilateral cooperation. It would be appropriate to mention that diplomacy will adorn new wings of change based on creativity, innovation and the spirit of collaboration. WAVES will truly be the “Mahakumbh” of ideas, opportunities, experiences and knowledge sharing.

The philosophical underpinning of WAVES 2025 can be distilled into the 7 Cs of Communication: Clarity, Conciseness, Concreteness, Correctness, Coherence, Completeness, and Courtesy. These seven pillars not only ensure effective storytelling but serve as diplomatic principles guiding cross-border media collaboration. They offer a timeless framework as we enter an era where communication is the new currency of power, diplomacy, and development.

With narratives shaping geopolitics, trade, and international perception, there is a pressing need for a Global Media Charter, a binding commitment from nations to protect freedom of creative expression, foster diverse storytelling, and ensure ethical media practices. WAVES 2025 can be the birthplace of this transformative shift. In a world increasingly governed by digital influence and algorithmic reach, a unified declaration will help navigate the ethical dilemmas of deepfakes, information disorder, and cultural homogenisation. It’s not just about content anymore; it’s about cultural continuity, technological responsibility, and global unity through creative collaboration.

WAVES isn’t just about short-term buzz, it’s about building something lasting. It understands that media and entertainment (M&E) isn’t a quick fix but a long-term strategic play. At its heart is a clear goal: to make India the global content hub and a net exporter of stories. With its rich cultural diversity and languages, India has all the ingredients to build a strong intellectual property base that resonates worldwide.

The summit also aims to increase India’s global market share in media, attract major investments, and encourage co-production between Indian and international players. By bringing together creators, investors, and policymakers, WAVES offers a shared space to build partnerships and grow ideas. Platforms like WaveXcelerator and WAVES Bazaar will help startups and innovators scale up and plug into global markets.

WAVES 2025 is designed to be a complete experience. The Global Media Dialogue brings together ministers and top policymakers from around the world to exchange ideas. The Thought Leaders Track will host key sessions exploring future trends and challenges in media.

In the Exhibition Zone, companies will showcase the latest in gaming, animation, VR, and AI. The WAVES Bazaar will act as a meeting ground for buyers and sellers to find the right collaborators. WaveXcelerator will give startups a chance to pitch live and attract investors.

The Bharat Pavilion will spotlight India’s storytelling journey; from folk tales to futuristic formats. The CreatoSphere will feature masterclasses, creators’ meet-ups, and the grand finale of the Create in India Challenge. And finally, a series of cultural performances will bring together talent from across the globe, blending tradition with innovation.

WAVES is expected to drive real outcomes, from new content partnerships and global investments to job creation and policy support. It will help position India as a creative and tech-savvy media partner for the world. With cutting-edge tech on display, including AI tools and immersive experiences, the summit will also show how India is shaping the future of media.

By promoting co-productions, content exchanges, and new distribution deals, WAVES could help Indian stories travel further. It also gives international stakeholders a chance to build real connections with Indian creators-paving the way for shared growth and innovation. Most importantly, it sets the stage for India to lead the way in global media diplomacy.

The timing couldn’t be better. According to the EY-FICCI 2025 M&E Report, India’s media sector grew to INR 2.5 trillion in 2024 and is expected to touch INR 2.7 trillion in 2025.

Digital media now makes up 32% of total revenue, with digital ads growing fast. OTT platforms grew by 18%, driven by regional stories finding global fans. The report projects that the sector will hit INR 3.1 trillion by 2027, powered by gaming, animation, and immersive tech. WAVES gives these numbers real meaning, by turning data into action, partnerships into policy, and content into soft power. It’s where the industry meets diplomacy and the future is co-created.

India is no longer on the sidelines of the global media conversation, it is setting the agenda. With WAVES 2025, India is articulating a bold creative vision for the world: one that transcends platforms, breaks silos, and builds coalitions of creators. WAVES 2025 isn’t just another summit, it is a cultural declaration, a geopolitical realignment of media narratives, and a commitment to connect not just creators, but countries, cultures, and communities.

By placing communication at the heart of global partnerships, WAVES brings together not only markets but also minds and meanings. The world is watching, and India is ready to lead.

(The writer is former Civil Servant, writes on Cinema and Strategic Communication. Views are personal. Inputs provided by Zoya Ahmad and Vaishnavi Srinivasan)