The WAVES 2025 Summit, held from May 1 to 4 at Mumbai’s Jio World Centre, brought together a powerful blend of creative energy and cutting-edge technology. While the glitz of cinema and music was present, the true focus was India’s push to become a global leader in the AI-powered creative economy. The event underscored how artificial intelligence, immersive technologies, and a clear national vision are transforming the landscape of storytelling and digital content creation.
A National Vision for Creative Leadership
Prime Minister Narendra Modi opened the summit with a bold and inspiring address. He described WAVES as more than just an acronym—it’s a wave of culture, creativity, film, music, gaming, and storytelling. His vision painted India as a rising global hub for content creation across industries, including film production, digital media, gaming, fashion, and live entertainment. According to the PM, this moment marks the dawn of the “Orange Economy” in India—a term used to describe the creative sector’s growing contribution to GDP. Emphasizing the importance of “creative responsibility,” he urged technologists and creators to strike a balance between innovation and humanity. “We want to enrich humans and not turn them into robots,” he said, underscoring the need to infuse technology with ethical grounding.
Empowering Creators with AI and Government Support
The Prime Minister also called on India’s youth and creators to think big and dream global. “Create in India, Create for the World,” he declared, positioning India as not just a consumer of global trends but a source of new formats, narratives, and technologies. To support this ambition, he reaffirmed the government’s commitment to empowering content creators through initiatives like Skill India and robust support for startups in the creative tech space.
AI at the Heart of the Creative Revolution
A core theme throughout WAVES 2025 was how artificial intelligence is revolutionizing creativity, not by replacing humans, but by enhancing their capabilities. Adobe’s CEO Shantanu Narayen shared a compelling roadmap for India’s leadership in AI-driven content. He focused on elevating creativity and production efficiency, reshaping business models, training a future-ready workforce, and nurturing a strong ecosystem of entrepreneurs. AI is not here to take over creative jobs; instead, it acts as an accelerator for imagination and productivity.
NVIDIA’s presence reinforced this narrative. Richard Kerris, a leading voice from the company, emphasized that AI is a tool, not a threat. Drawing parallels to the history of photography, he explained that while technology makes creation more accessible, the mastery of fundamentals remains just as vital. Anish Mukherjee from NVIDIA took the conversation further by presenting tangible GenAI use cases. He showcased Fugato, a model that composes AI-generated music, as well as multilingual voiceovers with realistic lip-syncing—technologies that are already transforming dubbing and localization. Perhaps most impressively, NVIDIA’s Cosmos foundational models and Omniverse platform are now enabling real-time video generation and simulation-based training, showing that the future of content isn’t just digital—it’s dynamic and intelligent.
Laying the Foundation for the AVGC Revolution
A significant announcement came from Union Minister Ashwini Vaishnaw, who revealed the launch of the Indian Institute of Creative Technology (IICT) in Mumbai. This new institution will become a national hub for animation, visual effects, gaming, comics, and extended reality, equipped with state-of-the-art infrastructure to train and support creators across the AVGC sector. The IICT signals India’s long-term commitment to creative excellence backed by technological strength.
E2E Cloud: Enabling the Creative Future
At E2E Cloud, we are proud to stand at the intersection of this creative and technological revolution. Our high-performance, GPU-powered cloud infrastructure is already helping creators, developers, and studios scale their AI workflows. From generative music and real-time rendering to advanced dubbing pipelines and immersive storytelling, E2E Cloud provides the muscle behind the creative minds leading India’s Orange Economy.
E2E Cloud’s homegrown TIR AI/ML Platform is a generative AI ecosystem built specifically for the media and entertainment industry. TIR enables professionals to accelerate every stage of content creation, from scriptwriting, animation, and 3D rendering to image generation and text-to-video production. It’s designed to be a plug-and-play AI stack for various open-source models, build their own AI agents, and scale up production without complex infrastructure hurdles.
With NVIDIA GPUs at its core, TIR brings speed and scalability to the forefront. The platform is already trusted by top creative agencies and studios in India, with users calling it “an AI assistant for every stage of the content pipeline.” Whether you're a VFX artist, ad film producer, or digital content creator, TIR offers an intuitive space to explore and deploy GenAI tools built for today’s fast-paced creative demands. By combining powerful infrastructure with user-friendly AI tooling, E2E Cloud’s TIR platform is helping creators focus on what matters most: telling great stories, faster and better.
Looking Ahead
WAVES 2025 wasn’t just a summit—it was a signal. India is no longer watching the future unfold; it’s actively building it. With bold leadership, breakthrough AI applications, and platforms like E2E Cloud enabling scalable innovation, the nation is positioning itself as the next global epicenter of storytelling and creative technology.
