The advisory, announced earlier today, comes in the wake of heightened tensions between India and Pakistan, particularly following the recent Pahalgam terror attack and India’s subsequent military operation, dubbed “Operation Sindoor.” The government’s decision aims to curb the dissemination of content that could potentially influence public sentiment or pose security risks during this sensitive period.

“Given the current scenario, it is imperative to ensure that content which could be detrimental to national interests is not circulated,” a senior official from the Ministry of Information and Broadcasting stated. The directive has been communicated to major OTT platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, and Zee5, as well as smaller regional streaming services.

Impact on the Entertainment Industry

The ban is expected to have a ripple effect across the Indian entertainment industry, particularly for platforms hosting Pakistani content. Popular Pakistani dramas, such as Humsafar and Zindagi Gulzar Hai, which have garnered a niche but dedicated audience in India, will no longer be accessible. Additionally, music from Pakistani artists, including iconic tracks by Atif Aslam and Rahat Fateh Ali Khan, which have been staples in Bollywood soundtracks, are likely to be removed from streaming libraries.

Industry insiders have expressed mixed reactions. “While the decision aligns with national security priorities, it’s a setback for cultural exchange through art,” said a Mumbai-based content curator who requested anonymity. “Pakistani shows and music have a loyal fanbase here, and their removal might disappoint viewers.”

Compliance and Challenges

OTT platforms have been given no specific timeline but are expected to comply immediately. This involves auditing their libraries to identify and remove Pakistan-origin content, a process that could be technically and logistically challenging for platforms with extensive catalogs. Failure to comply could result in legal repercussions, including potential restrictions on operations in India.

The directive also extends to intermediaries, such as social media platforms hosting user-generated content. This follows earlier actions where India blocked social media accounts of Pakistani celebrities and banned 16 Pakistani YouTube channels for allegedly spreading provocative content.

Public and Industry Sentiment

On social media, the announcement has sparked polarized reactions. Some users have lauded the government’s move, viewing it as a necessary step to safeguard national interests. “Good call! No space for content that could fuel tensions,” wrote one user on X. Others, however, lamented the loss of access to beloved shows and music, with one user posting, “Banning art won’t solve conflicts. Let’s keep culture separate from politics.”

Bollywood, which has historically collaborated with Pakistani artists, may face indirect consequences. While the directive targets streaming content, industry observers speculate it could discourage future cross-border collaborations in film and music production.

Broader Context

The ban is part of a series of measures India has taken against Pakistan in recent weeks, including suspending the Indus Waters Treaty and blocking social media accounts of Pakistani actors and cricketers. These actions follow the April 22 Pahalgam attack, which claimed 26 lives, and India’s retaliatory airstrikes on terror camps in Pakistan on May 7.

As the situation evolves, the entertainment industry braces for a period of adjustment. For now, Indian audiences will need to bid farewell to Pakistani content on their favorite streaming platforms, as national security takes precedence in this unprecedented directive.

Approach Bollywood will continue to monitor developments and their impact on the entertainment landscape.

The post India Bans Pakistani Content on OTT Platforms Amid National Security Concerns first appeared on Approach Bollywood.

Known for supporting parents through every stage of the parenting journey, R for Rabbit now turns its focus to mothers, encouraging them to rediscover their identities beyond motherhood. The film accompanying the song captures everyday moments of motherhood, quiet sacrifices, unconditional love, and internal transformation culminating in a deeply resonant message: “Don’t lose yourself in this journey.”

Sheveeta Hegde, Head of Times Music Brands, said, “At Times Music Brands, we believe in the power of music to connect, engage, and inspire. We are proud to be able to infuse soul into this meaningful initiative by R for Rabbit. This rendition of the beloved song ‘Mumma’ beautifully captures the emotional depth of motherhood — it’s a message, a tribute, and a call to see mothers for all they are.”

Kunal Popat, Founder of R for Rabbit, shared, “We’ve seen how much mothers give of themselves, this campaign is a gentle nudge to every mom to pause, breathe, and remember she matters too. With Times Music Brands as our partner, we were able to take this message to a deeper emotional space and connect with mothers in a truly meaningful way.”

Kinjal Popat, Co-Founder & COO, added, “This collaboration with Times Music Brands gave us the perfect platform to express a message we truly believe in. Motherhood is beautiful, but it shouldn’t come at the cost of one’s individuality. This song is our tribute to every woman who gives endlessly yet quietly forgets her own dreams.”

The post R for Rabbit and Times Music Recreate iconic ‘Mumma’ song to Remind Mothers: Never Forget Your Dreams first appeared on Approach Bollywood.

The script is a major letdown. Raid 2’s screenplay is a patchwork of clichés and contrived scenarios that fail to evoke emotion or suspense. The dialogues, meant to carry the weight of high-stakes tax raids, feel theatrical and unnatural. Lines intended to sound profound come off as rehearsed, better suited to a dated soap opera than a modern thriller. Compared to the original Raid, where dialogues were sharp and grounded, the sequel’s writing feels lazy, breaking any chance of immersion.

The characters are equally weak. The protagonist, presumably continuing Amay Patnaik’s story, lacks the depth that made him compelling in the first film. Supporting characters, including villains and sidekicks, feel like caricatures forced into the plot to check boxes rather than to serve the narrative. There’s no organic development—relationships are superficial, and motivations are either vague or overly simplistic. The antagonist is particularly disappointing, lacking the cunning or menace needed to drive a gripping conflict. It’s as if the writers prioritized quantity over quality, cramming in characters without giving them space to evolve.

Visually, Raid 2 is lackluster. The cinematography is passable but uninspired, with scenes that feel staged rather than cinematic. Action sequences, which could have injected adrenaline, are poorly choreographed and lack tension. The set design feels artificial—locations meant to depict gritty realism look like polished studio setups, further alienating the audience. The editing is jarring, with abrupt transitions that disrupt the film’s flow. The background score, while occasionally effective, often overpowers the scenes, trying to force emotion where the script and performances fall flat.

The wasted potential is what stings most. The premise of Raid 2—tackling corruption through high-stakes tax investigations—could have been thrilling and relevant. In an era where audiences crave stories that resonate with real-world issues, this film could have been a sharp commentary on systemic greed and power. Instead, it leans on tired tropes and predictable plot beats, squandering its chance to be a worthy successor. It feels like a product of a worn-out formula, churned out to cash in on the original’s success rather than to tell a meaningful story.

Sitting in PVR Lido, Prem Agarwal and I felt the sting of the experience. Spending ₹300 on a ticket, only to shell out another ₹300 for a samosa and Pepsi, feels like an insult when the film fails to deliver. Bollywood’s ticket prices keep rising, but the quality of mainstream films like Raid 2 seems to be plummeting. It’s disheartening to leave the theater feeling cheated, both emotionally and financially. This isn’t just about one film—it’s a wake-up call for the industry. Bollywood, you’re capable of brilliance! Films like Andhadhun, Tumbbad, or even the original Raid showed your ability to craft stories that captivate and challenge. Why settle for mediocrity?

For Raid 2 to have succeeded, it needed a tighter script, authentic performances, and a director willing to take risks. Instead, it feels like a cash grab, banking on brand recognition without earning its place. The box office and OTT platforms reward quality—look at the success of smaller, well-crafted films that outshine bloated blockbusters. If Bollywood wants to win back audiences like Prem and me, it needs to prioritize storytelling over star power, substance over flash.

In conclusion, Raid 2 is a forgettable addition to Bollywood’s 2025 slate. It’s not outright terrible, but it’s painfully average, and in an industry brimming with talent, average is unacceptable. I’m fed up with spending hard-earned money on films that feel like they were made on autopilot. Dear Bollywood, take note: make engaging, heartfelt films, and the audiences will follow. Until then, Raid 2 is a pass—save your ₹600 and wait for something worth your time.

• Sonu Tyagi, Editor, Approach Bollywood

The post Sonu Tyagi’s Late Review: Raid 2 – A Frustrating Misstep for Bollywood first appeared on Approach Bollywood.

To further enhance its presence and connect with regional consumers, Anchor Oral Care has rolled out two new campaigns tailored specifically for West Bengal—”Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha”—designed to showcase the brand’s trusted oral care solutions.

The campaign “Laal. Kamaal. Bemisaal.” highlights the benefits of Anchor Red Toothpaste, a herbal formulation enriched with 10 Ayurvedic benefits and 6 core Ayurvedic ingredients. Through a relatable in-store shopping scenario, the TVC emphasizes the toothpaste’s superior effectiveness and family-friendly appeal.

In “Naye Zamane Ki Nayi Suraksha”, featuring Subhashree Ganguly, the focus shifts to the brand’s scientific innovation and ethical values. The ad underscores the CalFlo formulation that delivers whiter, stronger, and healthier teeth—all within a 100% vegetarian and trusted solution for modern families.

Speaking on the announcement, Karan Shah, Director of Anchor Consumer Products, stated:
“At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. West Bengal is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Subhashree Ganguly marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across West Bengal. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of West Bengal consumers.”

Kunal Shah, Creative Director, further added, “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with West Bengal consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”

Expressing her excitement, Subhashree Ganguly shared, “I am really excited to join hands with Anchor Oral Care – a brand known for trust, innovation, and complete oral care. Good oral hygiene is so important for overall health, and I truly connect with Anchor’s commitment to making effective and modern solutions for families.”

Asit Roy, Sr. Vice President – Sales, emphasized the region’s potential, “West Bengal is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Subhashree Ganguly, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”

Sandeep Abbhi, Marketing Head, highlighted the strategic fit, “Subhashree Ganguly is trusted, admired and culturally rooted personality in West Bengal. Her strong credibility and connection with West Bengal families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”

West Bengal consumers show a distinct preference for herbal oral care products, often gravitating toward trusted ingredients like Tulsi, Laung, and Pudina. The increasing awareness of dental hygiene has elevated demand for solutions that offer both natural protection and proven effectiveness.

Anchor Red Toothpaste stands out with its blend of 10 herbal benefits, delivering long-lasting protection, cavity prevention, gum health, and a refreshing taste. As a 100% vegetarian and globally certified product, it aligns with the modern consumer’s values around safety and sustainability.

The post Anchor Oral Care ropes in Subhashree Ganguly as Brand Ambassador first appeared on Approach Bollywood.

Prepared by reputed national and international Agencies, these Reports provide valuable insights into the creator economy, content production, legal frameworks, live events industry, and data-backed policy support.

Statistical Handbook on Media & Entertainment 2024-25

The Statistical Handbook prepared by the Ministry of Information & Broadcasting serves as an essential resource for data-driven policy and decision-making. It captures sectoral trends, audience behaviour, revenue growth patterns, and regional and national trajectories. The handbook is designed to inform and guide future policymaking and industry strategies, ensuring that they remain grounded in empirical evidence and practical realities. Highlights of the Handbook include:

• Publications registered with PRGI: increased from 5,932 in 1957 to 154,523 in 2024–25, with a Compound Annual Growth Rate (CAGR) of 4.99%.
• Books brought out by Publications Division: 130 books published in 2024–25 on themes such as children’s literature, history, freedom struggle, science, environment, and biographies.
• Doordarshan Free Dish: Expanded from 33 channels in 2004 to 381 in 2025.
• DTH Service: Achieved 100% geographical coverage by March 2025.
• All India Radio (AIR):
  • • Now reaches 98% of India’s population (as of March 2025).
    • Number of AIR stations grew from 198 in 2000 to 591 in 2025.
• Private Satellite TV Channels: Increased from 130 in 2004–05 to 908 in 2024–25.
• Private FM stations rose from 4 in 2001 to 388 by 2024; the report provides a state-wise breakup as of March 31, 2025.
• Community Radio Stations (CRS): Expanded from 15 in 2005 to 531 in 2025, with state/district/location-wise details included.
• Film Certification: The number of Indian feature films certified grew from 741 in 1983 to 3,455 in 2024–25, with a cumulative total of 69,113 films certified by 2024–25.
• Film Sector Developments: Includes data on awards, international film festivals, and documentaries produced by NFDC.
• Digital Media and Creator Economy: Covers achievements under WAVES OTT, establishment of the Indian Institute of Creative Technologies (IICT), and the Create in India Challenge (CIC).
• Landmark Chronology: Features significant milestones in the Information and Broadcasting sector including the establishment of PRGI, Akashvani, Doordarshan, INSAT-based TV services, and private FM radio.
• Skilling Initiatives: Information on training and capacity-building programmes under the Ministry.
• Ease of Doing Business: Measures implemented to facilitate simplified and transparent processes for media and content creators.

‘From Content to Commerce: Mapping India’s Creator Economy’ – Report by Boston Consulting Group (BCG)

The Report  highlights the unprecedented scale and impact of India’s creator economy in the digital era. With 2 to 2.5 million active digital creators, India is home to one of the world’s fastest-growing creator ecosystems. These creators already influence more than $350 billion in annual consumer spending—a figure projected to triple and exceed $1 trillion by 2030.

The report urges stakeholders to look beyond numerical metrics and acknowledge the evolving role of creators as storytellers, culture-shapers, and economic drivers. For businesses, this shift implies moving away from transactional influencer engagements and building long-term partnerships rooted in authenticity, trust, and creative agility.

‘A Studio Called India’ by Ernst & Young – Envisions India as a Global Content Hub

The Report presents India not just as a content-consuming nation but as a studio to the world. It underlines India’s strengths — linguistic diversity, cultural richness, and a technologically adept talent pool — which position the country to create narratives that transcend borders.

India offers a 40% to 60% cost advantage in animation and VFX services, supported by a large, skilled workforce. The report also notes the increasing international appeal of Indian storytelling, with up to 25% of views on Indian OTT content now originating from overseas audiences. This phenomenon is not merely commercial—it represents a moment of cultural diplomacy, wherein India’s stories are forging emotional and cultural connections across continents.

‘Legal Currents: A Regulatory Handbook on India’s Media & Entertainment Sector 2025’ by Khaitan & Co

Recognizing that creativity must be complemented by regulatory clarity, Khaitan & Co. has prepared a detailed legal and regulatory handbook for the media and entertainment sector. Designed as a practical guide for producers, studios, influencers, and platforms, the handbook covers a range of key legal issues such as:

• Compliance norms for both domestic and foreign entities
• Incentive schemes for international productions
• Legal frameworks around influencer marketing and digital content
• Definitions and taxation implications in the gaming sector, including GST
• Protection of celebrity rights
• Ethical considerations and regulatory treatment of AI-generated content

This handbook is intended to equip stakeholders with tools for confident, compliant, and responsible engagement in the creative economy.

Whitepaper on India’s Live Events Industry

The White Paper on India’s Live Events Industry underscores the sector’s robust growth and shifting consumer dynamics. With a 15% year-on-year growth rate, the industry added ₹13 billion in revenue in 2024 alone.

The report notes that nearly half a million fans are now travelling between cities to attend events, reinforcing the emergence of event-based tourism in India. There is a rising demand for premium and curated experiences, and Tier-2 cities such as Shillong, Vadodara, and Jamshedpur are emerging as cultural centres.

To support and scale this momentum, the whitepaper highlights the need for:

• Upgraded event infrastructure
• Streamlined and simplified licensing processes
• Stronger and more transparent music rights frameworks
• Formal recognition of the live events sector under MSME and creative economy policies.

The Report calls for a strategic reimagining of India as not just a spectator in the global cultural arena, but a key stage in the international spotlight.

The launch event was attended by Shri Sanjay Jaju, Secretary, Ministry of Information and Broadcasting; Shri R.K. Jena, Senior Economic Advisor, MIB; Smt. Meenu Batra, Joint Secretary, MIB; and Shri Prithul Kumar, Joint Secretary, MIB and MD, NFDC. Representing the Knowledge Partners, Shri Vipin Gupta, Managing Director & Partner, Boston Consulting Group, Ms. Payal Mehta, Partner, Boston Consulting Group; Shri Ashish Pherwani, Partner, Ernst & Young; Shri Amiya Swarup, Partner, Ernst & Young; Ms.Tanu Banerjee, Partner, Technology and Media, Khaitan & Co; Shri Ishan Johri Partner Khaitan & Co; Shri Vinod Janardhan, Director, EVENTSFAQ Live; Shri Deepak Chaudhury MD, EVENTS FAQ also attended the event in Mumbai

The post Union Minister of State Dr. L Murugan Launches Key Knowledge Reports on Media and Entertainment Sector at WAVES 2025; highlights India’s Rise as a Global Creative Powerhouse first appeared on Approach Bollywood.

Speaking about the future of film-making, Aamir Khan said, that AI technology has enabled films to be shot without the actor in the scene! AI and technology is capable of adding the Actor later in the scene.

The first and foremost task for an actor is to get into the mind of the character, said the versatile actor who over the years have gifted many memorable characters to Indian Cinema. And how does he get into the skin of the character? The dedicated actor states, “I spend a lot of time with scripts. I read the script again and again. If the script is good, you will understand the character, its physicality, attitude etc. will all come from it”. Additionally, discussions on the character and story with the director also gives an idea.

By throwing light on his hard-working nature, Mr. Khan revealed, “I have a weak memory. So, I hand-write dialogues. I take up the difficult scenes first. The dialogues must be by heart. On first day, I just work on it.  I do it every day for 3-4 months, and then it gets into me. The dialogues have to become yours. You have to own it. When it was written it was the script-writer’s. It later becomes yours. When you repeat the same line, you realize, you can do it many a way.

What is a difficult task for actors? An actor has to repeat and go for retake of scenes with same emotional intensity every day, said Aamir Khan.

Another important tip for budding actors which came from Aamir Khan is – “The more honest you are, the better you will perform”. 

So, how does Mr. Aamir Khan practice his scenes?

The answer is “I visualize scenes before giving shots. I never look into mirror while practicing scenes.”

What is Aamir Khan’s personal favourite of all his film-projects?  As many guessed, it is ‘Taare Zameen Par’ as it taught many parents to be patient with their children, support them and be empathetic with their little ones!

What other tips did the veteran actor have for those who are just starting off?

“When I use emotion, it has to come from the script. You have to believe the script. Sometimes there are scenes in the films which are not believable. But the actor may make you believe it. Actor has to convince the audience about what is being shown”.

What is a good script? Aamir Khan said, “A good script will have a clear premise. Goal setting should come in first ten percent of the story. Otherwise the interest of audience will be lost”.

But most important tip for all involved in a film project – “Do what the scene demands, and don’t just think of your own work in it”.

The post Master actor-creator Aamir Khan shares his views on ‘The Art of Acting,’ at WAVES 2025 first appeared on Approach Bollywood.

The conversation on the theme “Streaming the New India: Culture, Connectivity, and Creative Capital” explored the evolving landscape of storytelling in the digital era, the impact of streaming on creative freedom, and India’s growing presence on the global entertainment map.

When asked about the future of storytelling, Sarandos said, “It’s very difficult to predict where storytelling is headed. But what remains constant is the intent to connect with audiences. Our investments in India have generated over $2 billion in economic impact, post COVID. That’s all the jobs created, skills developed, and infrastructure supported. We’ve filmed across 100+ towns and cities in India across 23 states, and collaborated with over 25,000 local cast and crew,” the Netflix CEO said.”

Saif Ali Khan, reflecting on his collaboration with Netflix in the popular series Sacred Games, emphasized the transformative power of streaming platforms. “Earlier, we had to conform to rigid formats. Streaming has liberated actors and filmmakers from those constraints. Now, people across the globe can watch our stories, which they might have missed in traditional cinema,” he said.

Elaborating on the democratization of filmmaking in India, he said, “audiences can access diverse stories anytime, and creators have more freedom to tell them. It’s a continuous cycle of watching and making.”

Addressing the coexistence of cinema and streaming, Sarandos reaffirmed that theatrical releases still hold value. “Cinemas are not outdated. Streaming and theaters are not competitors. They can move ahead coexisting each other as the market before us is huge,” he said.

Saif echoed the sentiment, adding that the most meaningful projects for him are those rooted in Indian culture. “If someone abroad asks me about my films, I talk about Omkaara or Parineeta — films deeply connected to our culture. There’s something incredibly thrilling about telling our own stories to the world,” he said.

Both Sarandos and Saif praised WAVES as a platform that amplifies the creative synergy between global and Indian storytellers. Sarandos praised the initiative, saying, “If the ideas presented here work, they’ll succeed beyond imagination. WAVES is a fantastic platform for that momentum.”

The WAVES summit continues to bring together visionaries and industry experts from across the globe to shape the future of the entertainment industry through dialogue, innovation, and cultural exchange.

The post Our investments in India have generated over $2 billion in economic impact, post COVID: Ted Sarandos, Co-CEO of Netflix first appeared on Approach Bollywood.

The World Audio Visual and Entertainment Summit, WAVES 2025, being held at the Jio World Centre, Mumbai, hosted an inspiring panel discussion titled “Pan-Indian Cinema: Myth or Momentum.” Moderated by Sh. Naman Ramachandran, the session brought together four distinguished personalities from the Indian film industry, Sh. Nagarjuna, Sh. Anupam Kher, Sh. Karthi, and Ms. Khushboo Sundar, for an engaging conversation.

Ms. Khushboo Sundar reminded the audience that cinema’s power lies in its emotional resonance. She emphasized that there should be no perceived divide between Bollywood and regional film industries, as Indian films are created with the intent of resonating with all Indians. “When you honour our shared heritage, our songs, our stories, our soil, your film stops being regional or national, it becomes Indian cinema and that is what makes everything fall into place,” she observed.

Sh. Nagarjuna echoed this sentiment by celebrating the rich cultural tapestry that weaves together India’s filmmaking traditions. He spoke of the myriad languages, customs and landscapes that inspire storytellers, and he reminded attendees that pride in one’s roots does not constrain creativity, it liberates it and that is the true essence of Indian cinema.

Sh. Anupam Kher spoke about how COVID-19 pandemic changed the behavior of cinema consumption. He recounted how audiences started consuming films from different sources and it is not about cinema from different regions, but cinema from India alone. He also stressed about one must be true and honest in their craftsmanship, “Whether you are broadcasting a mythic saga on the big screen or streaming a slice-of-life drama, honesty in storytelling is your greatest ally. Audiences may crave spectacle, but they will always applaud sincerity and that is what works in films.”

Further adding to this, Sh. Karthi reflected on the enduring appetite for larger-than-life experiences. He expressed that while audiences today have access to diverse content, they still flock to theatres for the magic of song-and-dance extravaganzas and heroic epics.

Throughout the discussion, the panelists spoke about the importance of evolving beyond the notion of “regional” films and embracing the idea of Indian films. They emphasized on the importance of emotions, sincerity and that Indian cinema’s true strength lies not in divisions, but in unity, rooted in our soil, and it is that momentum that will carry Indian cinema forward.

The post Pan-Indian Cinema is Not a Myth; Film Industry Veterans Emphasize Unity in Indian Cinema first appeared on Approach Bollywood.

Mumbai, India – May 2, 2025 – Sonu Tyagi, a prominent figure in India’s media and entertainment landscape and the Founder of Approach Entertainment, Go Spiritual, Approach Communications, and Approach Bollywood, has expressed his profound admiration for the World Audio Visual and Entertainment Summit (WAVES) 2025, inaugurated by Prime Minister Shri Narendra Modi on May 1, 2025, at the Jio World Centre in Mumbai. Sonu Tyagi hailed the summit as a transformative milestone for India’s creative economy and praised the Prime Minister’s visionary leadership in positioning India as a global hub for media, entertainment, and digital innovation.

The WAVES Summit 2025, themed “Connecting Creators, Connecting Countries,” has brought together over 10,000 delegates from 90 countries, including industry stalwarts, creators, startups, and policymakers. Sonu Tyagi described the event as a “game-changer” for India’s entertainment industry, emphasizing its potential to elevate the nation’s storytelling heritage to unprecedented global heights. “WAVES 2025 is not just a summit; it is a movement that celebrates India’s creative soul and amplifies its voice on the world stage,” Sonu Tyagi stated. “This platform is a testament to India’s unmatched storytelling legacy and its ability to inspire, unite, and innovate.”

In his keynote address at the summit, Prime Minister Narendra Modi underscored the dawn of India’s “Orange Economy,” driven by the pillars of content, creativity, and culture. He urged creators to “dream big and tell your story” and encouraged investors to “invest not just in platforms, but in people.” Modi highlighted India’s emergence as a global hub for film production, digital content, gaming, fashion, music, and live concerts, emphasizing the economic and cultural significance of the creative sector. He also announced the future launch of the WAVES Awards, poised to become the most prestigious accolade in arts and creativity.

Tyagi commended the Prime Minister’s speech, noting its clarity and inspiration. “Prime Minister Modi’s vision for the media and entertainment industry is both bold and inclusive,” Sonu Tyagi said. “His call to harness India’s billion untold stories and leverage technology to share them with the world resonates deeply with every creator and entrepreneur in this space. The government’s proactive initiatives, such as the Create in India Challenge and the WAVES platform, are empowering young talent and fostering a vibrant ecosystem for innovation.”

As the Founder of Go Spiritual, Sonu Tyagi also appealed for the creation of positive and uplifting films and content that reflect India’s rich cultural and spiritual heritage. “At Go Spiritual, we believe in the power of storytelling to uplift and inspire,” Tyagi said. “I urge creators to focus on content that promotes positivity, unity, and hope, as such narratives have the potential to transform lives and resonate with audiences worldwide. WAVES 2025 provides the perfect platform to champion this vision.”

Tyagi also acknowledged the contributions of industry leaders like Mukesh Ambani, Chairman of Reliance Industries, whose keynote address outlined a roadmap for India’s media and entertainment industry to grow from $28 billion to over $100 billion in the next decade. Ambani’s emphasis on the transformative power of AI and digital technologies, coupled with India’s storytelling prowess, was echoed by Tyagi as a defining moment for the industry. “Mr. Ambani’s vision aligns perfectly with the aspirations of new-age creators and entrepreneurs,” Tyagi remarked. “His belief that India’s entertainment industry is not just soft power but real power is a clarion call for all of us to dream bigger.”

Reflecting on the summit’s impact, Tyagi highlighted the participation of luminaries such as Shah Rukh Khan, Rajinikanth, Deepika Padukone, and Allu Arjun, whose insights underscored the global potential of Indian cinema. Allu Arjun’s statement, “I believe WAVES will be a launching pad for India to lead the world in creative content,” resonated strongly with Tyagi. “Allu Arjun’s words capture the essence of what WAVES represents—a springboard for Indian creativity to conquer global markets,” he added.

As the Founder of Approach Entertainment, a leading celebrity management, film production, advertising & corporate films productions, films marketing, events, and advertising firm, and Approach Bollywood, a premier entertainment news portal, app & newswire, Sonu Tyagi emphasized the role of such initiatives in nurturing talent and fostering collaboration. Through Go Spiritual, his platform dedicated to spiritual content, and Approach Communications, a full-service PR and integrated communications agency, Tyagi has been a vocal advocate for blending creativity with cultural heritage. “WAVES 2025 aligns with our mission to promote meaningful content and empower creators,” he said. “This summit is a beacon of hope for the industry, and we at Approach Entertainment are committed to supporting its growth.”

Tyagi also praised the Government of India, the Ministry of Information and Broadcasting, and the Federation of Indian Chambers of Commerce and Industry (FICCI) for their collaborative efforts in organizing WAVES 2025. “The government’s commitment to the creative economy, as evidenced by initiatives like the MSDE Skill India Mission and Start Up India, is laying a strong foundation for India’s global leadership in entertainment,” he noted.

In conclusion, Sonu Tyagi expressed optimism about the future of India’s media and entertainment industry, stating, “With the visionary leadership of Prime Minister Modi, the support of industry giants, and the passion of our creators, India is poised to lead the global entertainment revolution. WAVES 2025 is just the beginning, and we are excited to be part of this historic journey.”

Approach Entertainment is an award-winning, full-service company renowned for its expertise in Celebrity Management, Film Production, Advertising & Corporate Film Production, Film Marketing, Events, and Entertainment Marketing with operations in Mumbai, New Delhi, Gurugram, Goa, Chandigarh, Dehradun, Hyderabad, Kolkata, and Ahmedabad.

In addition to its core services, the company also operates a PR & Integrated Marketing Communications Agency under Approach Communications and manages a dedicated Bollywood Newswire through Approach Bollywood.

The group’s steadfast dedication to excellence has earned it several distinguished awards, including The Biz India 2010 Award from the World Confederation of Business, the Service Excellence Award from the Worldwide Marketing Organization, the PR Agency of the Year Award, and the Yuva Ratn Award.

In addition to its business ventures, the Group also operates Go Spiritual, a charitable spiritual organization dedicated to promoting philanthropy, spiritual awareness, mental health, spiritual tourism, organic living, wellness, publications, and spiritual events. As part of its mission, Go Spiritual publishes a digital magazine of the same name, serving as a platform to inspire and inform individuals about holistic living and spiritual growth.

For media inquiries, please contact:
Approach Entertainment
Phone: 9820965004 / 9716962242
Email: info@approachentertainment.com
Website: www.approachentertainment.com

The post Sonu Tyagi, Founder of Approach Entertainment & Go Spiritual, Praises WAVES Summit 2025 and PM Modi’s Vision for India’s Entertainment Industry first appeared on Approach Bollywood.

Allu Arjun praised the summit as a beacon for India’s rising global narrative in storytelling. “India has always had the soul. Now, we have the stage,” he said, beaming. “I believe WAVES will be a launching pad for India to lead the world in creative content.”

The conversation turned intimate as the Pushpa actor reflected on a life-altering accident that forced a six-month hiatus. “That pause was a blessing in disguise,” he revealed. “It made me shift my gaze inward, from stunts to substance. I realized, as the muscles fade, the mastery must rise. Acting became my new frontier.”

The actor confirmed his upcoming project with director Atlee, calling it “a visual spectacle rooted in Indian emotion.” “We’re blending international technology with Desi soul — a film for India, and from India, to the world,” he said, eyes gleaming with passion.

The conversation also delved into the challenges of surviving in an ever-evolving industry. “There are extraordinary young actors emerging in every language. You must stay authentic, stay hungry, and be versatile,” he advised. “This is not just an industry, it’s a battlefield of creativity, resilience, and evolution.”

But it was when he spoke of his roots that the hall collectively held its breath. With emotion lacing every word, Arjun paid tribute to his illustrious family: hisgrandfather Allu Ramalingaiah, father and producer Allu Aravind, and Chiranjeevi, his uncle and lifelong inspiration. “I’m not a self-made man,” he confessed. “I’ve grown with the guidance, support, and greatness of those around me. I’m blessed.”

When asked about his strength, he said it was all for the fans. “When the lights dim and the applause fades, it is you who lift me. It is you who remind me why I do this. My energy… is you.”

Inaugurated by Minister Narendra Modi, WAVES 2025 is being looked upon as a historic milestone in India’s creative odyssey.

The post I believe WAVES will be a launching pad for India to lead the world in creative content : Allu Arjun first appeared on Approach Bollywood.