FRAMES@25: Where India’s Media & Entertainment Future Took Shape

By Pickle October 8, 2025

Having entered the field when India’s animation industry was still taking root, Ashish SK has watched—and helped—nurture it into a flourishing ecosystem of original content and global collaborations. On the 25th anniversary of FICCI FRAMES, he reflects on how it has been pivotal in shaping the M&E as well as AVGC-XR industry’s evolution—building trust, nurturing talent, and positioning India as a global hub for storytelling and digital creativity. By Ashish SK

I have had the privilege of witnessing firsthand the incredible evolution of India’s Media & Entertainment (M&E) sector in the last 39 years, much of which has been catalyzed by FICCI FRAMES since 1999-2000. Over the last 25 editions of FICCI FRAMES in 26 years, FRAMES has grown from a modest gathering into Asia’s most influential convention for the industry—driving innovation, policy, and entrepreneurship in ways that have reshaped the landscape of AVGC- XR (Animation, Visual Effects, Gaming, Comics and Extended Reality) and the Film Policies across Indian states.

When FICCI FRAMES began in the early 1999-2000s, it was a three-day event focused on bringing together CEOs, producers, actors, and policymakers. Today, it stands as a dynamic platform where ideas converge, partnerships flourish, and the future of storytelling is crafted. One of FRAMES’ most significant contributions has been its pioneering industry reports. Before these reports, the Indian M&E sector lacked reliable metrics on box office collections, advertising spends, size of the industry verticals and production scales. The annual FRAMES reports became the industry’s compass—guiding IPOs, business strategies, and government policies, while instilling confidence among stakeholders.

FRAMES has also been the crucible where policy and partnership meet. From intense discussions around GST to co-production treaties and regulatory frameworks, the event has been instrumental in shaping a business environment conducive to growth. But beyond policy, FRAMES has always championed innovation. Its awards, competitions like Best Animated Frame (BAF) “Frame Your Idea,” and dedicated marketplaces have nurtured fresh talent and entrepreneurial spirit.

What sets FRAMES apart is its regional impact. By fostering events in Chennai, Bangalore, Kolkata, Hyderabad, and Punjab, FRAMES has amplified India’s diverse storytelling traditions and inspired state governments to adopt AVGC-XR& Film policies tailored to their unique cultural and economic contexts. These regional platforms have also strengthened the talent pipeline, in sync with the National Education Policy and initiatives like the National Centre of Excellence for AVGC-XR called Indian Institute of Creative Technologies (IICT). FICCI FRAMES was also instrumental in encouraging several state governments to start the events and concerts policy.

Perhaps most importantly, FRAMES has bridged the gap between government and industry. The event has encouraged dialogue that has translated into concrete initiatives such as the Film in India campaign, the Indian Institute of Creative Technologies, Indian Pavilions in several internation markets and tradeshows etc. This collaboration has positioned media and entertainment as vital drivers of India’s soft power and creative exports. Whereby encouraging the younger generations and the parents to gain confidence for making innovative careers in Media and Entertainment sectors.

Looking ahead, the landscape is vibrant and full of promise. The rise of esports, immersive entertainment, and the renaissance of animation / VFX highlight an industry that continually reinvents itself. What was once seen as a niche or fading segment is now a cornerstone of brand storytelling, gaming, and experiential content in the new ever evolving global digital content economy.

The job creation and entrepreneurial opportunities that have blossomed under FRAMES’ influence are staggering. From informal beginnings, the M&E sector now supports thousands of skilled professionals across production, technology, and creative domains. Formal education, research, and startup ecosystems—encouraged by FRAMES—are infusing the industry with fresh talent and a global outlook. FICCI FRAMES initiatives also propelled the incubation of Secor skill Councils like Media and Entertainment Skills Council & Sports Skills Council in FICCI headquarters in 2012 – 2013.

As we celebrate the Silver Jubilee of FICCI FRAMES, it’s clear that the next 25 years hold even greater potential for it, as India’s creative economy continues to rise, powered by innovation, inclusivity, and global ambition.

(Ashish SK is the Founder of Punnaryug Artvision ; Screenyug Creation. He also served as the Chairman of FICCI AVGC-XR Forum for 23 years & is a founding direction at IICT)