VISIONAIRES OF INDIA’S MEDIA & ENTERTAINMENT ECOSYSTEM
FICCI FRAMES 2025, themed “A Silver Jubilee of Vision, Voices & Creativity,” celebrated 25 years of India’s media and entertainment evolution, held in Mumbai on October 7–8, the conclave brought together Smriti Irani, Anil Kapoor, Akshay Kumar, and Ayushmann Khurrana to spotlight storytelling, tech innovation, and India’s rising creative economy. More than a summit—it’s a celebration of imagination, powered by visionaries.
Over two days in Mumbai, the conclave celebrated 25 years of shaping India’s media landscape—reflecting on progress, embracing innovation, and igniting bold new ideas where storytelling meets technology.
The FICCI FRAMES 2025 conclave commenced with a traditional lamp lighting ceremony, symbolizing the illumination of ideas, creativity, and India’s vibrant media legacy. A fitting start to a landmark edition celebrating 25 years of vision, voices, and storytelling excellence.
The inaugural ceremony featured key dignitaries including Dr. L Murugan, Minister of States, Ministry of Information & Broadcasting, Shri Devendra Fadnavis, Chief Minister, Government of Maharashtra, Shri Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, Harshavardhan Agarwal, FICCI President and Vice Chairman and MD, Emami Limited, and Kevin Vaz, Chairman, FICCI M&E Committee and CEO, JioStar.
The Frames conclave saw participation from industry leaders and experts including Shri Anil Kumar Lahoti, Chairman TRAI; Aroon Purie, Chairman & Editor-in-Chief, India Today Group; Sam Balsara, Chairman, Madison World; Sameer Nair, CEO, Applause Entertainment; Deepak Dhar, Founder & Group CEO – Banijay Asia & Endemol Shine India; Arjun Nohwar, Managing Director – India & South Asia, Warner Bros Discovery; Sandhya Devanathan, Vice President & Head – India and South-East Asia, META India; Monika Shergill, Vice President, Content, Netflix India; Gaurav Gandhi, Vice President, Amazon Prime Video, Asia Pacific & MENA; Ekta Kapoor, Joint Managing Director, Balaji Telefilms Limited; Siddharth Roy Kapur, CEO, Roy Kapur Films, along with acclaimed filmmakers Hansal Mehta, Shoojit Sircar, and Kiran Rao. Renowned actors including Neena Gupta, Pratik Gandhi, Huma Qureshi, Konkona Sen Sharma, Divya Dutta, and Rajpal Yadav will also be part of various sessions and fireside chats.
The 2025 edition of FYI was supported by IFTDA (Indian Film & Television Directors’ Association); Writers’ Ink Institute; Kashish Pride Film Festival.
Mr. Harsha Vardhan Agarwal, in his capacity as the President of FICCI and Vice Chairman & Managing Director of Emami Ltd., delivered the opening address at the inaugural session of FICCI FRAMES 2025, which was the event’s 25th edition.
Key Themes of the Address
During his address, Mr. Agarwal focused on the vision for India’s creative economy and the significant transformation of the Media & Entertainment (M&E) industry over the past 25 years. Key highlights included:
Celebrating 25 Years of M&E: The address was part of a grand inaugural session celebrating the “Silver Jubilee of Vision, Voices & Creativity” in the Indian M&E sector, India as a Global Creative Powerhouse.
Vision for the Creative Economy: Mr. Agarwal, in his capacity as President of FICCI and Vice Chairman & MD of Emami Ltd.,
Role of Storytellers: He emphasized the central role of creators and storytellers in driving industry transformation.
Industry Growth: The address was part of a larger discussion about India’s rise as a global creative powerhouse and the next phase of innovation in the M&E sector.
Collaboration: The session highlighted the need for governance and creativity to work hand-in-hand, featuring insights from government officials like CM Devendra Fadnavis and Sanjay Jaju (Secretary, Ministry of I&B), along with industry leaders.
Mr. Kevin Vaz, Chairman of the FICCI M&E Committee and CEO of Entertainment at JioStar, delivered a keynote address at FICCI FRAMES 2025, which took place in October 2025. In his speech, he discussed the “golden era” of the Indian media and entertainment industry, called for light-touch regulation to foster growth, and emphasized the simultaneous rise of both television and digital platforms.
Vaz reflected on FICCI FRAMES’ 25-year journey as “a quarter-century of dialogue, discovery, and doing,” honoring visionaries like Yash Chopra, Karan Johar, and Uday Shankar.Their leadership transformed the platform into a cornerstone of India’s media & entertainment evolution—where legacy meets innovation.
“When FICCI FRAMES began in 2001, India’s M&E sector was formally granted industry status — a defining moment that opened the doors to institutional finance, risk-taking, and innovation in content and technology,” he noted. “That moment showed us what advocacy, grounded in shared purpose, can do.”
In his speech, he discussed the “golden era” of the Indian media and entertainment industry, called for light-touch regulation to foster growth, and emphasized the simultaneous rise of both television and digital platforms.
Industry Status: Vaz highlighted that the industry has grown from needing recognition to becoming a global creative force, a journey that began in 2001 when the sector was granted industry status.
“Golden Era”: He described the current period as a “golden era” for Indian media, characterized by powerful tools, broad reach, diverse audiences, and irrepressible creativity.
“AND Market”: He characterized India as a rare “AND” market, where television and digital platforms are co-existing and thriving, and not in competition with each other.
Growth Drivers: Vaz pointed to the growth in sports consumption (including cricket, kabaddi, and esports), the rise of regional cinema and OTT, and the booming AVGC (Animation, Visual Effects, Gaming, and Comics) sector as key drivers.
With over 500 million gamers and esports now recognized by the government, India is rapidly emerging as a global hub for creative tech and digital production. From gaming to animation, the country’s innovation ecosystem is scaling fast—backed by talent, tech, and growing global trust.
Regulatory Call: He urged for “light-touch” and smarter policy alignment, including regulatory reforms to remove artificial price barriers in broadcasting, in order to maintain momentum and ensure quality matches ambition.
Collaborative Vision: The speech’s concluding theme was a call for collective action, articulated in the slogan “Together, we will RISE” (Reimagine, Innovate, Strengthen, Empower).
Vaz highlighted the current media and entertainment decade as a “golden era for Indian media and entertainment”, powered by technology, creativity, and a global audience base. “The tools are more powerful, the reach broader, audiences more diverse, creativity more irrepressible,” he said. “The challenge is to ensure quality matches ambition — that creators are empowered and India doesn’t just follow global trends, but sets them.”
CM Devendra Fadnavis and Akshay Kumar discussed “Maharashtra & Movies,” spotlighting the state’s deep influence on Indian cinema—from Marathi storytelling roots to Mumbai’s role as the nation’s entertainment capital. With films like Sairat and Natsamrat redefining regional cinema, and Maharashtra nurturing talent across languages, the conversation will celebrate how culture, policy, and creativity are shaping India’s cinematic future.
Topics of Discussion:
Film City Revamp: CM Fadnavis announced an ambitious four-year plan to transform Mumbai’s Film City in Goregaon into a world-class film ecosystem, a project Akshay Kumar urged him to prioritize.
“Orange Question”: In a playful moment, Akshay Kumar asked the CM, who is from Nagpur (“Orange City”), how he eats oranges, a humorous callback to his 2019 “mango question” with PM Narendra Modi.
Influence of Nayak: Fadnavis shared that the film Nayak, in which Anil Kapoor plays a one-day CM, has influenced public expectations of him, making people ask him to solve all problems immediately.
Infrastructure Praise: Akshay Kumar lauded the state government’s efforts in improving Mumbai’s infrastructure, noting that a trip from Juhu to Colaba, which once took hours, now takes just 35 minutes.
Mr. Devendra Fadnavis, the Hon’ble Chief Minister of Maharashtra, delivered the inaugural address at the 25th edition of FICCI Frames 2025 in Mumbai on October 7, 2025.
Key highlights of CM Fadnavis’s speech included:
Film City Transformation: An ambitious plan to transform Mumbai’s Film City in Goregaon into a world-class film ecosystem within four years, with work commencing within a year.
Praise for PM Modi: He praised Prime Minister Narendra Modi, calling him a “real hero” of India’s political history and crediting his governance for India’s economic growth and vision for Viksit Bharat 2047.
Infrastructure & Traffic: He acknowledged the inconvenience caused by ongoing infrastructure projects in Mumbai and promised a vision of “Mumbai in 59 minutes” as a long-term improvement for transportation.
Marathi Cinema: He pledged to develop specific strategies to connect younger audiences with Marathi cinema.
Cybercrime Awareness: He urged filmmakers to create more content around digital warfare and cybercrime to raise public awareness.
Inspiration: He mentioned the Anil Kapoor-starrer film Nayak: The Real Hero as a significant source of inspiration for him as a politician, while also joking about the high benchmarks it set.
Key observations from the keynote address by Mr. Sanjay Jaju, Secretary of the Ministry of Information & Broadcasting, at FICCI Frames 2025 include:
India’s creative economy is at a pivotal crossroads, where growth must be balanced with responsibility and accountability.
Freedom of expression, enshrined in Article 19(1) of the Constitution, is vital but must not be eroded by misinformation, fake content, and clickbait monetization.
Piracy is a serious threat, impacting national security and facilitating money laundering; combating it is critical to protecting intellectual property and ensuring creators can monetize their work.
The government is fostering reforms and initiatives like the India Cine Hub digital single-window platform to streamline permissions for films and concerts and boost the concert economy.
India aims to become a global hub for film production, animation, gaming, and immersive media, leveraging AI, 5G, and international collaborations with efforts to upskill creative professionals through institutes like the Indian Institute of Creative Technology.
The World Audiovisual and Entertainment Summit (WAVES) is seen as a movement facilitating global creative outreach, with plans for a biennial event starting in 2027.
Overall, the call to the industry, investors, and creators is to innovate fearlessly and tell uplifting stories that shape India’s cultural narrative with courage and conscience
Maharashtra Minister for Cultural Affairs and Information Technology, Ashish Shelar, spoke at the inauguration of the 25th FICCI FRAMES. Ashish Shelar highlighted that Maharashtra’s media and entertainment industry contributes nearly ₹2 lakh crore to India’s GDP, supports millions of jobs, and powers the global reach of Indian stories.
From Marathi cinema’s cultural depth to Mumbai’s role as a production hub, the state remains central to India’s creative economy—blending tradition, talent, and technology.
Key takeaways –
FICCI Frames marks its 25th year as Asia’s premier platform shaping India’s media and entertainment industry through dialogue and innovation.
Maharashtra’s media sector contributes over ₹2 lakh crore, employs millions, and exports narratives globally, positioning the state as a creative hub.
At a pivotal moment, the industry must embrace AI, VR, and streaming to amplify regional voices like Marathi cinema, bridge urban-rural talent gaps, and empower young creators.
Maharashtra government supports growth via the new film policy, film cities statewide, skill hubs like IICT with central collaboration, and the annual WAVES summit to establish India as a global M&E leader.
Ayushmann Khurrana, as FICCI Frames 2025 ambassador, highlighted the event’s silver jubilee milestone and its role in shaping India’s entertainment industry over 25 years . He greeted attendees in Hindi and English, noting FICCI Chairman Kevin Vaz’s absence due to health issues in Delhi, and extended warm pranaam to all present, especially Hindi film fans. Khurrana expressed pride in serving as ambassador, acting as a unifier across classes and bringing creative talents together.
Personal Journey
From Chandigarh to Mumbai with dreams in his eyes, he views this as a great personal moment. Over the past decade, his films have addressed untold stories and social issues, marking his humble contribution to nation-building.
Industry Vision
The theme “Silver Jubilee of Vision, Voices & Creativity” underscores FICCI Frames’ catalyst role, with Indian stories and talents now gaining global recognition amid over a billion narratives to share. He blessed the event for another 250 years, emphasizing India’s time to lead.
Ayushmann Khurrana shared insights on disrupting Bollywood formulas, his career pivots, and post-pandemic shifts during his FICCI Frames 2025 conversation with Mayank Shekhar.
Formula for Success
The only formula in storytelling and cinema is to break every formula, as emotions drive connections with audiences. Formulas evolve every five years to stay relevant, while staying rooted in Indian grassroots ensures longevity. Key decisions involve saying no to opportunities early in one’s career, guided by conviction and intuition.
Career Turning Points
Saying yes to Article 15 transformed perceptions, shifting from lighthearted social comedies to serious casteism drama that succeeded commercially despite initial doubts from director Anubhav Sinha. His films like Vicky Donor, Andhadhun, and Article 15 represent hybrid mainstream movies—accessible yet envelope-pushing with subtle social messaging overpowered by entertainment. Street theater roots from Chandigarh inform this mix of social issues and fun.
Post-Pandemic Strategy
Pre-pandemic choices leaned taboo; now favoring quirkier, wider-appeal stories for theaters like Tama (horror-comedy in Maddock universe based on Indian folklore) and Sooraj Barjatya/Dharma projects. Taboo suits OTT, but grassroots reach requires balancing commercial viability. Common-man heroes in extraordinary situations remain a recurring theme, celebrating relatable flaws.
Family and Favorites
Praised brother Aparshakti for Jubilee role, noting his natural talent from cricket to acting. Top retrospective picks: Vicky Donor, Article 15, Action Hero Biju, hoping Tama joins as a commercial hit.
Cricketer-turned-commentator Dinesh Karthik participated in a fireside chat titled “Sports 2.0: The India Playbook” with Ishan Chatterjee, CEO – Sports at JioStar, at the 25th edition of FICCI FRAMES in October 2025.
Growth of the Sports Economy: Chatterjee highlighted a Deloitte study projecting India’s sports economy to grow from $30 billion to $70 billion by 2030, emphasizing that the next 5-10 years will be a transformative period. Men’s cricket anchors the industry, but kabaddi, football, esports, and women’s cricket like the WPL are driving diversification and inclusivity.
Beyond Men’s Cricket: While men’s cricket continues to be the industry anchor, both speakers agreed that the rise of other sports like kabaddi, football, and e-sports represents a significant growth opportunity. JioStar is prioritizing the growth of women’s cricket, including the Women’s Premier League (WPL).
Formats and Future
T20 fuels commercial success, but Test and ODI preserve cricket’s depth; men’s cricket fandom will boost other leagues and Olympics. Human passion remains central amid tech advances, as exemplified by Karthik’s memorable 2018 Nidahas Trophy innings
Role of Technology: Karthik and Chatterjee discussed how technology has revolutionized the sport and the fan experience, enabling innovations like hyper-personalized viewing experiences with different camera angles and commentary options and gameplay through data insights, AI, and personalized feeds, enabling unique viewing experiences per fan preference.. Early resistance to tech has shifted to precision-driven strategies, where the key is asking the right questions .
Balancing Data and Passion: Karthik shared insights on how data analytics, initially met with resistance, now provides precision in the sport, while still acknowledging the irreplaceable human element and passion that drives the game.
Sam Balsara’s Keynote at FICCI FRAMES 2025
Sam Balsara, Chairman of Madison World, delivered the keynote address titled “Too Big to Disappear” at FICCI FRAMES 2025 in Mumbai on October 7-8, emphasizing advertising’s enduring role despite digital shifts.
Core Message on Branding
Balsara warned marketers against over-relying on short-term performance media like search and e-commerce, driven by urban demand slowdowns and CEO pressures, at the expense of long-term brand equity. He defined branding as shaping identity, building trust, and fostering emotional connections through stories, which prove twice as effective as rational appeals.
Media Effectiveness Insights
TV and Connected TV (CTV) excel for emotional impact and recall, outperforming mobile’s “snacking” formats; studies show 3.4x better recall for new brands and 30% higher purchase intent in TV/CTV settings.With CTV reaching 60-65 million Indian homes, it bridges TV immersion and digital precision.
Recommendations for Balance
Balsara advocated a 60:40 split—60% branding, 40% performance—for sustainable growth, noting branding boosts performance metrics like IPL-driven search and sales surges.This approach counters declining long-term ROI from performance-heavy strategies.
Key Takeaways from Aroon Purie’s FICCI FRAMES 2025 keynote –
Aroon Purie, Chairman and Editor-in-Chief of India Today Group, highlighted disruption as the constant in media evolution, tracing his group’s growth from a print magazine with 5 million readers to four 24-hour news channels and 60 digital entities reaching 750 million.
Disruption and Industry Challenges
Old business models are broken amid ruthless tech gatekeepers like Google and Facebook, who control distribution and undervalue professional content; AI poses an existential threat to credible news creation. Government regulations lack foresight, strangling broadcasting that employs 1.7 million, while billionaire-owned channels erode trust.
Path Forward for Media
Stop apologizing for content value and innovate in business models, treating credible news as a public good worth paying for via subscriptions that vote for quality journalism. Embrace disruption with courage, imagination, resilience, and integrity to make journalism not just viable but valuable in a digital-first world.