The heartland of India is prepared for its close-up. Madhya Pradesh declared itself to be a major player in international filmmaking at the World Audio Visual and Entertainment Summit (WAVES) 2025, going beyond simply being a favourite destination for tourists. A place of temples and stories, forts and forests, the state is now reaching out to filmmakers, producers, and storytellers, providing them with a canvas to work on in addition to scenery. Madhya Pradesh is now firmly in the spotlight thanks to a new set of industry-friendly rules, glowing recommendations from movie icons, and a cultural exhibition that wowed international creatives.
Aamir Khan's voice is one that the Indian cinema business actively listens to. He commended Madhya Pradesh's film-friendliness and the inherent hospitality that each film team is greeted with at WAVES 2025. Khan noted that Madhya Pradesh residents are "incredibly cinema-friendly," emphasising how this ease of use results in more efficient productions and cheaper expenses.
Having experienced the state’s cinematic potential first-hand, Khan's appreciation wasn’t just ceremonial. His comments underscore a growing industry trend—films set in MP’s rustic settings are gaining international attention. Notably, “Laapataa Ladies,” shot in the state, was India’s official entry to the Oscars.
Two policies unveiled at the summit—the Film Tourism Policy 2025 and the AVGC-XR Policy 2025—were the real stars of the event. Designed to boost investment in audiovisual production, they offer tangible incentives to filmmakers. Financial support ranges from INR 1.5 crore for first-time shoots to INR 2 crore for recurring collaborations. Additional support is earmarked for regional-language productions and projects that engage local talent.
Shri Sheo Shekhar Shukla, Principal Secretary of Madhya Pradesh’s Tourism and Culture Department, framed it best: “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.”
Unlike many locations that specialise in either heritage or nature, Madhya Pradesh offers both in abundance. Directors can set a period drama in the palaces of Orchha, pivot to an action sequence in the dense woods of Kanha, and wrap up with an intimate scene in the ghats of Maheshwar — all without leaving the state. This geographical versatility reduces logistical challenges and budget constraints, giving filmmakers the freedom to dream bigger.
No wonder producer Ekta Kapoor compared it to Spain, a country known for attracting international film crews. “Madhya Pradesh has everything modern-day production needs—locations, incentives, clearances, and culture,” she said.
It wasn’t just cinema professionals who took centre stage at WAVES. The cultural fabric of MP was on full display with “Amrutasya Madhya Pradesh," a dance ballet that wove together classical forms like Kathak and Odissi with folk traditions such as Badhai, Matki, and Gond. Directed by Maitry Pahadi, the performance captured the essence of the state’s spiritual and artistic identity.
Fashion also had its moment, with a textile-themed walk curated by Mumtaz Khan. Models showcased the timeless weaves of Maheshwari, Chanderi, and Bagh—a reminder that MP’s cultural offerings extend well beyond film sets and scenic backdrops.
While the summit buzzed with panel discussions and networking, it was the “Incredible Madhya Pradesh” pavilion that left a lasting impression. Combining technology with tradition, it featured immersive VR experiences, interactive touchscreens, and anamorphic 3D displays. Global delegates explored everything from tiger reserves to temple towns, all from the comfort of a headset. Souvenirs, brochures, and tourism maps offered tactile glimpses of what Madhya Pradesh has to offer.
Madhya Pradesh isn’t trying to be the next Bollywood—it’s carving out its own identity, one frame at a time. With new policies in place, high-profile endorsements, and a culture that welcomes the camera as much as the visitor, the state is ready to become a hub where stories come alive.