WAVES 2025: Madhya Pradesh Unveils Film Tourism and AVGC Policies to Position the State as a Creative Hub with Ekta Kapoor and Key Industry Leaders

A high-profile breakout session titled "Digital Dreams & Cinematic Visions: Madhya Pradesh as the Next Creative Hub" took place today at the WAVES Summit 2025 in Mumbai. Moderated by Naman Ramachandran, International Correspondent of Variety, the session showcased Madhya Pradesh’s growing prominence in the creative and filmmaking industry.

Policy Launches and Filmmaking Incentives

Renowned producer and director Ekta Kapoor officially launched the Film Tourism Policy 2025 of the Madhya Pradesh government. The session also marked the launch of the AVGC XR Policy 2025 and the second phase of the Madhya Pradesh Film Cell Portal. Ekta Kapoor highlighted key factors for choosing a film destination, stating,

“While choosing a film destination, factors like rebate, ease of obtaining permissions, visual scenery, and ease of shooting are paramount.”

Shri Sheo Shekhar Shukla, IAS, Principal Secretary, Tourism Department, Government of Madhya Pradesh, emphasized the state’s appeal to filmmakers.

“MP is the heart of Incredible India and is fast becoming the heart of filmmakers as well,”

he said. He pointed out the state’s shooting-friendly environment, rich history, heritage, and talent pool, supported by one of the best financial incentive policies and a simplified single-portal system for permissions. The updated 2.0 policy offers increased incentives, special provisions for repeat shooting, and extra benefits for films using local languages, local talent, or other Indian languages shot in MP. Shukla added,

“Madhya Pradesh is aiming to give Mumbai a run for its money by branding the state through facilitating filmmaking.”

Support for Creative Industries

Shri Sanjay Dubey, Additional Chief Secretary, Department of IT and DST, Government of Madhya Pradesh, discussed the AVGC XR Policy 2025, which will support pre- and post-production while promoting sectors like animation, gaming, and VFX. He highlighted the government’s proactive approach, stating,

“The government is taking a risk-taking approach in supporting filmmakers.”

Experiences and International Appeal

Shobha Sant, CEO of Creativeland Studios, shared her experience filming Stree 2 in Madhya Pradesh using local talent and technicians. She also cited international productions like Lion and A Suitable Boy, along with an upcoming Australian co-production, all of which chose MP as their location.

“People who come once to Madhya Pradesh, want to keep coming back,”

she remarked, noting that no complaints have ever been reported by film teams shooting in the state.

Additional Perspectives

Jyotirmoy Saha, CEO of August Media Group, stated that the new policies will catalyze the formation of creative hubs across Madhya Pradesh. Meanwhile, Ashish Kulkarni, Chairman of FICCI AVGC sector, highlighted other attractions of the state, including its cuisine, the Tribal Museum, and the Global Skills Park, further solidifying MP’s appeal as a creative destination.

Stay tuned to GKboard.in for more updates from the WAVES Summit and insights into India’s evolving creative landscape!