FICCI FRAMES 2025 Celebrates 25 Years of Indian Media & Entertainment: A Tapestry of Innovation, Identity, and Global Influence

FICCI FRAMES 2025 marked a defining moment in India’s media and entertainment (M&E) journey, commemorating 25 years of transformation, resilience, and global ambition. The silver jubilee edition brought together policymakers, creators, technologists, and industry leaders to reflect on the past, engage with the present, and shape the future of storytelling, regulation, and innovation.

The inaugural session set the tone with reflections on the enduring power of Indian M&E to adapt and thrive. From analog to digital, single screens to OTT, and local narratives to global platforms, the industry has continually reinvented itself while staying rooted in cultural authenticity. The exchange of a landmark MoU between FICCI, IICT, and Netflix underscored the commitment to strengthening India’s AVGC-XR (Animation, Visual Effects, Gaming, Comics, and Extended Reality) ecosystem through academic collaboration and industry expertise.

🧠 Thought Leadership and Keynotes The “Media Masterminds” segment featured stalwarts like Aroon Purie, Anil Kumar Lahoti, Sandhya Devanathan, and Sam Balsara, who unpacked the forces shaping their respective domains—from news disruption and broadcasting collaboration to platform innovation and advertising evolution. Their insights highlighted the convergence of legacy and technology, and the need for inclusive, scalable models.

Ayushmann Khurrana’s fireside chat, “Beyond Stardom,” offered a personal lens into how socially conscious cinema can challenge norms and inspire change. His journey as a disruptor resonated with the broader theme of authenticity and impact in entertainment.

📈 Policy and Ecosystem Development A major highlight was the roundtable on Maharashtra’s AVGC-XR Policy 2025, a ₹3,268 crore initiative aimed at positioning the state as a global hub for immersive technologies. With a vision extending to 2050, the policy emphasizes infrastructure, skilling, and investment, and reflects a strategic shift toward digital creativity as a driver of economic growth.

Discussions on multi-platform entertainment explored how content monetization has evolved across formats, devices, and audience segments. Industry leaders from PVR INOX, Madison Media, Saregama, JioStar, and Google India examined the rise of audience loyalty and the commercial dynamics of storytelling in a fragmented media landscape.

🌍 Global Storytelling and Platform Power The session “Made in India: I-Dramas” spotlighted the growing global appeal of Indian long-form content. Executives from Prime Video India discussed the creative and production strengths that position Indian series for international success, while acknowledging the bold steps needed to elevate narratives beyond borders.

Monika Shergill of Netflix India reflected on the platform’s decade-long journey in India, celebrating breakout talent, cultural resonance, and the evolution of audience tastes. Her remarks emphasized the role of streaming in democratizing storytelling and amplifying diverse voices.

🤖 AI and the Creator Economy The panel on AI-powered media explored how artificial intelligence is reshaping personalization, production, and audience engagement. Leaders from Meta, Google, Autodesk, and JioStar discussed the opportunities and ethical challenges of AI adoption, calling for collaborative frameworks that balance innovation with responsibility.

A dedicated roundtable on AI and the creator economy revealed how generative tools are transforming content workflows—from music and VFX to ad campaigns—while also enabling accessibility and inclusion. The session emphasized the need for policy, education, and cross-sector dialogue to ensure that India’s creative economy remains future-ready and equitable.

🎥 Cinema, Culture, and Regional Renaissance Bollywood’s narrative reset was a recurring theme, with filmmakers like Shoojit Sircar, Ashwiny Iyer Tiwari, Ram Madhvani, and Rahul Mittra discussing how storytelling is evolving to blend intimacy with scale, and local rootedness with global relevance. Their perspectives underscored a shift toward layered, socially resonant narratives that challenge formulaic tropes.

Regional cinema took center stage in sessions on Madhya Pradesh and Punjab. Filmmakers and actors explored how local landscapes and cultural depth are shaping stories that travel globally. Punjabi cinema’s move from song-and-dance formats to micro-dramas and socially rooted narratives was particularly noted for its impact on diaspora audiences and digital platforms.

🎭 Theatre’s Influence and Legacy Voices A panel on theatre’s role in cinema featured legends like Raghubir Yadav, Rajpal Yadav, Mita Vashisht, and Swanand Kirkire, who shared how stagecraft continues to inform screen performances with emotional depth and discipline. Their reflections celebrated the enduring power of theatre as a crucible of authenticity.

Ashutosh Gowariker’s fireside chat, “Cinema with a Conscience,” delved into how films like Lagaan, Swades, and Jodhaa Akbar balance mass appeal with social critique. His remarks reinforced the idea that scale and substance can coexist, and that cinema can be both entertaining and enlightening.

📰 Media’s Role and Crime Drama Evolution Kalli Purie of India Today Group discussed the media’s role in shaping national identity amid chaos and misinformation. Her conversation with Vanita Kohli-Khandekar emphasized the importance of credibility, editorial integrity, and storytelling that reflects societal truths.

The panel on crime dramas, featuring Konkona Sen Sharma, Rohan Sippy, Surya Sharma, and Varun Thakur, explored how shows like Search are redefining genre conventions. The discussion highlighted the complexity of female investigators, the art of adaptation, and the potential of crime narratives to probe deeper social realities.

💖 Romance, Television, and Cultural Impact Mohit Suri and Akshaye Widhani’s session on the “Saiyaara Phenomenon” celebrated the return of romance and the rise of Gen Z stars, while reflecting on how emotional storytelling continues to resonate across generations.

The closing fireside chat with Ekta Kapoor and Smriti Irani marked 25 years of Kyunki Saas Bhi Kabhi Bahu Thi, paralleling the journey of FICCI FRAMES itself. Their conversation with Vani Tripathi Tikoo explored how women’s stories revolutionized Indian television, shaped cultural conversations, and continue to inspire content innovation.

FICCI FRAMES 2025 was more than a celebration—it was a mirror to the past, a map for the future, and a mosaic of voices that define India’s creative spirit. From policy to platforms, and from grassroots to global, the event reaffirmed that Indian media and entertainment is not just thriving—it’s leading.