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Key Points

Madhya Pradesh is positioning itself as India’s next big creative hub with new film-friendly policies unveiled at Waves 2025. Ekta Kapoor endorsed the state’s incentives, ease of shooting, and scenic diversity. Officials highlighted financial rebates, local talent utilization, and a streamlined portal for permissions. Industry leaders like Shobha Sant praised MP’s welcoming environment, citing successful shoots like *Stree 2* and international projects.

Key Points: Ekta Kapoor Launches MP Film Tourism Policy at Waves 2025

  • Ekta Kapoor highlights MP’s shooting-friendly policies and scenic locations
  • State offers financial incentives and simplified permissions for filmmakers
  • AVGC XR Policy 2025 boosts animation, gaming, and VFX sectors
  • MP aims to rival Mumbai as India’s top film destination
3 min read

Waves 2025 highlights Madhya Pradesh as India's emerging creative hub

Madhya Pradesh unveils Film Tourism and AVGC XR policies to challenge Mumbai as India’s top creative hub, backed by Ekta Kapoor and industry leaders.

"People who come once to Madhya Pradesh, want to keep coming back. – Shobha Sant, CEO of Creativeland Studios"

Mumbai, May 3

A high-profile breakout session titled "Digital Dreams and Cinematic Visions: Madhya Pradesh as the Next Creative Hub" was held on Saturday at Waves 2025 in which renowned producer and director Ekta Kapoor officially launched the Film Tourism Policy 2025 of the Madhya Pradesh government.

The session was moderated by Naman Ramachandran, International Correspondent of Variety.

The session also witnessed the launch of the AVGC XR Policy 2025 and the Second Phase of the Madhya Pradesh Film Cell Portal.

Speaking on the occasion, Ekta Kapoor emphasized that while choosing a film destination, factors like rebate, ease of obtaining permissions, visual scenery, and ease of shooting are paramount.

Sheo Shekhar Shukla, IAS, Principal Secretary, Tourism Department, Government of Madhya Pradesh, highlighted that MP is the heart of Incredible India and is fast becoming the heart of filmmakers as well.

He noted the state's shooting-friendly environment, rich history and heritage, and ready talent pool. The state has one of the best benchmark financial incentive policies and a simplified single portal system for permissions, ensuring ease of shooting.

He mentioned that the 2.0 policy marks an improvement with increased incentives and special provisions for repeat shooting. Extra incentives will be extended to films using local languages and local talent as well as films made in other Indian languages that shoot in MP.

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

Sanjay Dubey, Additional Chief Secretary, Department of IT and DST, Government of Madhya Pradesh, said the new AVGC policy will support pre and post-production and also promote related sectors like animation, gaming, and VFX.

He emphasised the government's proactive and risk-taking approach in supporting filmmakers.

Shobha Sant, CEO of Creativeland Studios and a seasoned producer, shared her experiences from the film Stree 2, shot in MP using local talent and technicians.

She cited international productions like Lion and A Suitable Boy, also shot in the state. An upcoming Australian co-production has also chosen MP as its location.

Remarking that no complaints have ever been reported by film teams located in Madhya Pradesh, added that "People who come once to Madhya Pradesh, want to keep coming back."

Other dignitaries in the panel, Jyotirmoy Saha, CEO of August Media Group, stated that the new policies will catalyse the formation of creative hubs across the state while Ashish Kulkarni, Chairman, FICCI AVGC sector, spoke on the other attractions of Madhya Pradesh, including its cuisine, the Tribal Museum, and the Global Skills Park.

- ANI

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Reader Comments

R
Rahul K.
This is fantastic news! MP has so much untapped potential with its diverse landscapes and heritage sites. As someone from Indore, I've seen how our local talent gets overlooked. Hope this initiative creates more opportunities for technicians and artists here 🤞
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Priya M.
While I appreciate the effort, I hope they don't just copy Mumbai's model. MP should develop its own unique identity in the creative space. Our folk arts, tribal culture and historical richness can inspire truly original content if given proper support.
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Amit S.
Great move! But the government must ensure infrastructure keeps pace - good roads, accommodation and post-production facilities. Otherwise filmmakers will just take the incentives and leave without building sustainable local capacity. #ThinkLongTerm
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Neha T.
As someone who worked on Stree 2's MP schedule, I can vouch for the amazing locations and cooperative locals! The new policies sound promising, especially the focus on local language content. Maybe we'll finally get good Bundelkhandi cinema! 😊
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Vikram J.
The single portal system for permissions is a game-changer! In Mumbai, getting shooting NOCs takes weeks. If MP can truly streamline this while maintaining location authenticity, it could attract many mid-budget films looking for cost-effective alternatives.
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Sanya R.
Exciting, but will this benefit small creators too? Most policies focus on big productions. Hope they reserve some incentives for indie filmmakers and YouTube creators who can showcase MP's beauty to younger audiences through digital platforms.

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