Hyderabad is Fast Becoming a Global Creative Powerhouse

By Pickle November 3, 2025

Interview with Mike Madhava Reddy

Mike Madhava Reddy, General Secretary of TVAGA and CEO Rotomaker, speaks to Pickle about
what’s new at IndiaJoy 2025, how the event is shaping the future of Indian entertainment, and why Hyderabad is emerging as a global creative powerhouse

As IndiaJoy 2025 gears up to welcome thousands of creators, technologists, and industry leaders to Hyderabad, the event’s vision has never been clearer: empower the creative economy and connect talent with opportunity. In this conversation with Pickle, Mike Madhava Reddy, General Secretary of TVAGA and CEO, Rotomaker, discusses what makes this year’s IndiaJoy truly special, the new initiatives on offer, and how Hyderabad is shaping up as a global hub for media and entertainment.

What sets this year’s IndiaJoy apart from previous editions?

IndiaJoy 2025 is not just bigger in scale—it’s more focused and strategic. This year, we’re bringing
together nine major industry events under one umbrella over two days. Each vertical—film, VFX, animation, OTT, comics, esports, and emerging tech—has its own dedicated forum and leadership. We’re launching new flagship initiatives, like the India Film Market, and doubling down on
fostering innovation through creator challenges that focus on AI and emerging technologies.

Can you elaborate on the nine verticals and the new initiatives at IndiaJoy 2025?

Absolutely. We have events like Cinematica for film, VFX Summit, Desi Toons, OTT Pulse, Creator
Street (for comics), and AMD Gameon for esports. For emerging tech, there’s the IndiaJoy Innovation Conclave—a new initiative. The India Film Market is another big addition, launched in partnership with Producers Bazaar. This market has two sub-verticals: “Pitch to Deal,” where creators can pitch concepts to OTTs and producers, and a buyerseller market for completed films looking for distribution. There’s also an IP exchange for content rights.

On the innovation front, our AI Filmmaking Challenge, powered by IFA, will support selected filmmakers in creating full-length AI-driven films. We’re also hosting Unreal Cinematics and VFX simulation challenges, encouraging the next wave of tech-driven storytelling.

On the innovation front, our AI Filmmaking Challenge, powered by IFA, will support selected filmmakers in creating full-length AI-driven films

What is the expected turnout this year, and who are the key participants?

We anticipate 30,000 to 40,000 attendees, including creators, animators, VFX artists, producers,
and tech innovators from across India and beyond. This year, the main theme is “powering the creative economy,” and our initiatives reflect that focus. Notably, we’re expecting participation from major OTT platforms like Amazon Prime, Sun NXT, Jio, Shorts TV, and others, who are eager to discover new content and talent.

How is IndiaJoy connecting creativity with mainstream industry opportunities?

Our core mission is to bridge the gap between creators and buyers—be it production houses, distributors, or OTT platforms. Events like the IndiaJoy Film Market and Waves Animation Bazaar enable talent to pitch directly to industry leaders. We’re also facilitating government industry roundtables to foster policy support, and signing MOUs with organizations like IICT and T-Hub to promote innovation and entrepreneurship.

WE’RE CREATING A SPACE FOR TALENT TO SHINE, FOR IDEAS TO TURN INTO BUSINESS OPPORTUNITIES, AND FOR HYDERABAD TO CONTINUE ITS RISE AS A CREATIVE CAPITAL

What is the government’s role and objective in supporting IndiaJoy?

The Telangana government, led by the IT and Tourism departments, is integral to the organisation of
IndiaJoy. Their goal is to promote Hyderabad as a global creative hub, encourage investment, support the IMAGE Tower project, and create more jobs in the creative sector. They are backing both local and international companies, helping to build an ecosystem where talent and innovation can thrive.

What are the three key takeaways or objectives you hope attendees will achieve at IndiaJoy 2025?

First, we want creators to capitalize on their content—whether it’s selling their films, finding
producers, or connecting with OTT platforms. Second, we aim to educate the industry on emerging
technologies—especially the impact of AI, VFX, and animation—through panels and workshops led by top experts. Third, IndiaJoy is about building networks and partnerships, helping storytellers meet the right people to take their ideas forward.

“OUR CORE MISSION IS TO BRIDGE THE GAP BETWEEN CREATORS AND BUYERS—BE IT PRODUCTION HOUSES, DISTRIBUTORS, OR OTT PLATFORMS. EVENTS LIKE THE INDIAJOY FILM MARKET AND WAVES ANIMATION BAZAAR ENABLE TALENT TO PITCH DIRECTLY TO INDUSTRY LEADERS”