The policy text highlights various aspects of India's burgeoning film industry and its growing appeal as a destination for foreign production companies. Prithul Kumar from NFDC emphasizes that India Cine Hub (ICH) serves as an effective platform to facilitate global filmmakers, with over hundred applications received within a year for film shootings in India. This indicates increased international interest in Indian locations due to the streamlined process and accessible incentives provided by government agencies.
Bhumi Pednekar underscores both domestic and global recognition of India due to its cinema industry, suggesting that film shoots across different cultural regions have become significant tourist attractions. She also notes an evolving work environment within the film industry for both men and women in various roles.
Nitin Tej Ahuja from the Producers Guild of India reports that popular film locations like those seen in 'Bobby' or the landscapes of Punjab by 'DDLJ' have transformed into notable travel destinations and cultural hotspots. Mugdha Sinha's comment about institutions potentially opening for film shoots reflects on broader possibilities and future growth.
Rajender Kumar from the Government of Gujarat describes collaborative initiatives to boost tourism through cinematographic promotion, underlining a strategic link between film production and regional promotional efforts which can attract more makers.
In summary, this text highlights opportunities and transformations in India's film industry that are contributing to its growing global role as an ideal location for major productions. It also discusses the intersection of film-making, tourism, policy reform, and creative work culture in modern India.
Key Entities Referenced
Ministry of Information Broadcasting: A governmental department responsible for the formulation and implementation of policies on information and broadcasting in India.
India Cine Hub ICH: The single-window platform established by the Ministry of Information Broadcasting designed to promote film shootings in India, including providing facilitation and clearance mechanisms.
NFDC (National Film Development Corporation): A government-run organization focusing on promoting Indian cinema domestically and internationally through various activities such as production assistance, distribution, exhibition, and festival management. It also operates the India Cine Hub ICH.
Producers Guild of India: A professional association for film producers in India that aims to promote, support, and protect the interests of film and television production companies.
WAVES 2025: An unspecified event or conference title mentioned in reference to a panel discussion held in Mumbai. It could potentially represent an international conference or festival related to visual arts, creative media, or film industry.
Mumbai: A city known for its significant role in India's entertainment industry (including Bollywood), mentioned as the location of several events and addresses in the text.
Government of Gujarat: The state government responsible for governing the state of Gujarat. Highlighted through an initiative promoting tourism through film shootings shot in the region.
Bhumi Pednekar, Nitin Tej Ahuja, Mugdha Sinha, Prithul Kumar: Personnel named as speaker participants or administrators within films and media industries. Bhumi Pednekar is an actor; Nitin Tej Ahuja and Mugdha Sinha are executives in the entertainment industry; Prithul Kumar holds positions with the Ministry of Information Broadcasting.
Ministry of Information & Broadcasting
A hundred applications expressing interest for
shooting in India received in India Cine Hub (ICH)
within a year: Prithul Kumar, MD, NFDC
“A Lot of foreign productions are going to come to
India in the coming days”: Bhumi Pednekar
“Many locations from popular films have become
popular tourist destinations in India”: Nitin Tej Ahuja,
CEO, Producers Guild of India
Panel discussion on ‘Lights, Camera, Destination!
Branding India Through Films’ at WAVES 2025
Posted On: 02 MAY 2025 10:09PM by PIB Mumbai
Mumbai, 2 May 2025
“It is India's time; everyone knows it globally” – stated actor Bhumi Pednekar in a panel discussion titled ‘Lights,
Camera, Destination! Branding India Through Films’ at WAVES 2025 in Mumbai today.
The other panellists in the discussion included Shri Prithul Kumar, Joint Secretary (I&B) and MD, NFDC, Shri Nitin
Tej Ahuja, CEO, Producers Guild, Shri Rajender Kumar, Secretary (Tourism), Government of Gujarat, Mugdha
Sinha, MD, ITDC.
Shri Prithul Kumar, Joint Secretary (I&B) and MD, NFDC, informed that the India Cine Hub (ICH) set up by the
Ministry of Information & Broadcasting promotes and facilitates film shootings in India for global film makers and
producers. He said that it is a one-stop destination for filming in India, which also has links to various state portals
for film facilitation. It acts as a single-window facilitation and clearance mechanism that eases filming in India, as
well as endeavouring to create a film-friendly ecosystem and promoting the country as a filming destination. The
incentives have been upscaled in 2023 and as a result, business multiplied tenfold and more than hundred
applications expressing to shoot in India has been received in the portal. These incentives made India an
attractive shooting destination for foreign film makers.
Bhumi Padnekar said that a lot of foreign productions are going to come to India in the coming days. “People in
many parts of the world know about Mumbai because of our cinema”, she added. Speaking about her preference
for shooting in destinations around India, Bhumi Pednekar said, “Most of my films are in culturally dense,
heartland films. Our jaazba and love for our cinema, the way our cast and crew work with dedication, is
incomparable".
Throwing light on the film industry in India, Bhumi Pednekar remarked that film sets now have almost equalnumber of men and women working in it. The gentry people coming in filmmaking in India is only getting better,
she added.
Nitin Tej Ahuja said that many locations from popular films have become popular tourist destinations in India. The
'Bobby' bungalow in Gulmarg, yellow mustard fields in Punjab popularized by DDLJ, Ratlam to Bhathinda train
journey showcased in 'Jab Me Met', Pangong lake where scenes from 'Three Idiots' were shot are some such
examples. Youngsters in India had started travelling to Goa in group of friends ever since 'Dil Chahta Hai'
released, he added.
Mugdha Sinha, MD, ITDC, opined that the country may think of opening our institutions for film shooting. She
stated that it is the most opportune time for film making and tourism in the country. Rajender Kumar, Secretary
(Tourism), Government of Gujarat, spoke about initiatives taken by the Government of Gujarat to promote tourism
through films shot in Gujarat, like mentioning in the credit lines the place where shooting took place. Positive
policy paradigms, good infrastructure and ease of obtaining permission for shooting are attracting film makers to
the state, he added.
The session was moderated by Supriya Suri, Founder, Creative Economy Forum.
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PIB TEAM WAVES 2025 | Rajith/LekshmiPriya/Sriyanka/ Darshana | 158
(Release ID: 2126368)