#WAVES 2025: A Marker of India's Influence in AV, Gaming and More

We witnessed history happen live at #WAVES2025 - the World Audio Visual Entertainment Summit. The electric atmosphere captured exactly what India’s AV sector represents - raw potential and unbridled innovation as India boldly claimed its rightful seat at the global audio-visual industry table. It reminded us of our time at the Startup Maha Kumbh, as it carried with it the same air of innovation and futuristic thinking.  

From the moment Prime Minister Narendra Modi cut the ribbon to the final encore performance, WAVES pulsed with possibility. Industry titans shared battle-tested wisdom, specialized breakout sessions buzzed with fresh ideas, and world-class performers dazzled attendees. Most importantly, the launch of WAVES Bazaar proved India that India is making decisive moves to dominate the AV markets.

What did we uncover at WAVES 2025, and what it means for marketers in India and worldwide.  

WAVES 2025: Where Global Tech Met Indian Innovation 

WAVES 2025 brought together an impressive coalition of international technology leaders - Google, Microsoft, Meta, Netflix, Amazon, and Adobe - alongside India's industrial giants including Reliance, Tata, and Saregama. This unique mix creates powerful opportunities for collaboration that will shape the future of content creation and distribution. 

This partnership model shows how India is now actively participating in setting global standards rather than simply following them. The country is tapping into its vast creative potential and technological expertise to build meaningful contributions to the worldwide AV ecosystem. WAVES shows that India is no longer content with being the world's back office or simply a vast consumer market; an indicator of the subcontinent’s maturing creative economy. 

Ministry-Driven Transformation 

The Ministry of Information & Broadcasting took a proactive approach while organizing the event, blurring the lines between the private sector and regulators. Moving beyond traditional regulatory roles, the Ministry now functions as a strategic enabler with several key programs: 

• Creating business-friendly policy frameworks that balance international investment with local talent development 

• Building specialized technology hubs focused on emerging technologies 

• Developing essential industry-academia connections to prepare the next generation of media professionals 

• Simplifying administrative processes to reduce barriers to entry and production through WAVES Bazaar 

This shift from control to collaboration shows in both policy direction and financial commitment, with significant resources allocated to position India as a global AV center. 

The event has also shed light on the symbiotic relationship between competitive gaming and traditional sports, creating new sponsorship categories and audience crossover opportunities. 

WAVES Bazaar: Redefining Content Markets 

The introduction of WAVES Bazaar stands as one of the summit's most innovative elements. This digital marketplace adopts principles from the vastly successful Open Network for Digital Commerce (ONDC) to create a trading platform where creators, brands, and technology companies meet and transact directly. 

WAVES Bazaar offers: 

• IP trading across diverse formats and platforms 

• Direct-to-audience content distribution channels 

• Partnership formation without traditional middlemen 

• Data-driven tools to reach specific audience segments 

By opening market access and lowering barriers, WAVES Bazaar creates new possibilities for content monetization in India. Emerging creators can now tap into one of the world’s largest AV markets, while brands can make use of the vast creator economy at their disposal.  

Bollywood's Cultural Impact 

The participation of film stars from various different industries, like Rajnikanth, Mohanlal, Nagarjuna Akkineni, AR Rehman, and more further highlighted the connection between India's storytelling heritage and digital innovation.  

The WAVES Advisory board, which has a mix of artists like Rajinikanth and Amitabh Bachchan and industry leaders like Anand Mahindra and Mukesh Ambani is also indicative of this shift. These artists are actively engaging in discussions about tech in film and more in response to changing audience habits. 

Their involvement emphasizes that compelling storytelling remains essential across all platforms and technologies. This cultural dimension gives India a unique advantage in creating content with both local resonance and global appeal. 

Practical Insights for Marketers 

1. Make Use of the WAVES Bazaar 

Marketers should explore this platform to develop direct relationships with creators and technology partners. This allows for more authentic content approaches that bypass traditional channels and speak directly to target audiences. 

2. Create Adaptable Content 

As viewing habits continue to diversify across devices, successful marketers will prioritize content that works seamlessly in multiple formats. WAVES 2025 showcases technologies that enable this flexibility, helping brands maintain consistent messaging across fragmented media channels. 

3. Integrate Advanced AV Technologies 

Forward-thinking marketers should take note of the cutting-edge audiovisual technologies highlighted at WAVES 2025. Implementing emerging tech like interactive content can dramatically increase engagement and brand recall. These technologies create immersive experiences that forge deeper connections with audiences, making them a must-have for the marketer of the future. 

4. Tap Into India's Creator Ecosystem 

The explosive growth of India's creator economy presents unprecedented opportunities for brands to connect with highly engaged audiences. Marketers should explore in-stream advertising partnerships with esports creators and gaming influencers whose dedicated followers represent valuable demographic segments. 

Looking Forward: Strategic Opportunities 

WAVES 2025 represents a clear statement of India's ambition in the global AV sector. The summit demonstrates the country's evolution from service provider to influential content creator and technology innovator. 

For forward-thinking brands, this transformation creates valuable opportunities to align with India's growing creative economy. Early adopters will gain advantages in market positioning, content partnerships, and audience engagement. 

As India's media sector evolves through initiatives like WAVES 2025, working with partners like Zupotsu who understand both the technological capabilities and cultural nuances becomes essential. We have positioned ourselves at the cutting edge of technology through partnerships with gaming companies like Warrior Media and IGX, giving marketers new avenues to make an impact.  

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.