At the prestigious World Audio Visual and Entertainment Summit (WAVES) 2025, Madhya Pradesh made a powerful impression on the global creative community, spotlighting its rich culture, film-friendly ecosystem, and vast tourism potential. Actor Aamir Khan visited the vibrant “Incredible Madhya Pradesh” pavilion and was welcomed by Sanjay Dubey, Additional Chief Secretary, Department of IT, Science & Technology, and SheoShekhar Shukla, Principal Secretary, Tourism, Culture, and Religious Trusts & Endowments Department, and Managing Director, Madhya Pradesh Tourism Board. Aamir Khan expressed deep appreciation for the state’s conducive filmmaking atmosphere, saying, “People in Madhya Pradesh are incredibly cinema-friendly, which makes the filmmaking process smooth and hassle-free for the entire crew. The state’s beautiful and diverse locations ease the shooting of varied scenes, ultimately saving both time and budget.” He lauded the newly launched Film Tourism Policy 2025, emphasizing that films rooted in Madhya Pradesh’s rural settings are earning critical acclaim. Khan also showed keen interest in the state’s revamped AVGC-XR Policy 2025, hinting at future collaborations. It is noteworthy that, “Laapataa Ladies”, a film shot in MP, was India’s official entry to the Oscars. A panel discussion titled “With Digital Dreams and Cinematic Vision: Madhya Pradesh – The Next Creative Hub” was held at the Nita Mukesh Ambani Cultural Centre (NMACC). Key voices included SheoShekhar Shukla, filmmaker Ekta Kapoor, FICCI AVGC Forum Chairman Ashish S Kulkarni, founder of August Media Group JyotirmoySaha, Creative Land Studios CEO Shobha Senthil, noted writer NamanRamachandran, and actors Amit Sial and Sharad Kelkar. The event witnessed the official launch of MP’s Film Tourism Policy 2025, the AVGC-XR Policy 2025, and the second phase of the state’s Film Facilitation Portal.  Noted filmmaker Ekta Kapoor praised the state for offering everything that modern-day film production demands — financial incentives, seamless single-window clearances, breathtaking locations, and ease of shooting — all underpinned by a rich cultural heritage. “Just as Spain attracted international filmmakers through robust policy support, Madhya Pradesh too is poised to become a filmmaker’s first choice,” she said. SheoShekhar Shukla emphasized that Madhya Pradesh has emerged as a truly "ease-of-shooting" destination, backed by a cooperative local ecosystem, diverse and picturesque locations, and streamlined support systems. Detailing the state’s robust incentive structure, he shared that filmmakers are eligible for financial assistance of up to ₹1.5 crore for a first-time shoot in the state, ₹1.75 crore for a second-time shoot, and up to ₹2 crore for a third-time shoot. Additional incentives are also provided for films made in regional languages and those involving local talent. “With our attractive incentives, hassle-free permissions, and culturally immersive environment, Madhya Pradesh is poised to give Mumbai a run for its money as India’s next filming hub,” he said.The WAVES 2025 Summit was inaugurated by Prime Minister Shri Narendra Modi at the Jio World Convention Centre, Mumbai, and organized by the Ministry of Information & Broadcasting, Government of India. The cultural evening at WAVES 2025 came alive with the spellbinding group dance ballet “Amrutasya Madhya Pradesh”, a high-energy presentation that beautifully portrayed the spirit of Incredible Madhya Pradesh. Directed by renowned choreographer MaitryPahadi, the performance blended classical Indian dance forms — Kathak, Bharatanatyam, Odissi, Manipuri, Mohiniyattam, and Kuchipudi — with vibrant tribal and folk dances from MP such as Badhai, Baredi, Matki, and Gond.

Complementing the performance, a special textile-themed fashion walk directed by Mumtaz Khan showcased the splendor of MP’s traditional weaves — Maheshwari, Chanderi, and Bagh — reflecting the state’s deep-rooted artistry and craftsmanship. The Incredible Madhya Pradesh pavilion was a major crowd-puller at WAVES 2025. It creatively highlighted the state’s wildlife, heritage, and tourism through cutting-edge anamorphic 3D screens and virtual reality experiences via Oculus headsets. Visitors — including international artists, investors, and policymakers — explored the state’s natural and cultural offerings. Interactive touch screens detailed the latest tourism and film policies, while brochures, tourism maps, and souvenirs helped guests take home a slice of MP’s timeless charm.