*State Partner Deepens Partnerships with India’s Creative Industry*
*Madhya Pradesh’s greatest strength is its people and their warmth’: Dr. Ilayaraja T., Secretary, Tourism, Madhya Pradesh
*‘Shooting in Madhya Pradesh was a very special experience,’ says Ayushmann Khurrana, praising Bhopal’s beauty
TTT NEWS NETWORK
MUMBAI | 3 OCTOBER 2026
Madhya Pradesh strengthened its position as a conducive destination for film and content production at FICCI FRAMES 2026. As the State Partner, the Madhya Pradesh Tourism Board engaged with leading representatives from the film, OTT and creative industries, including Ajay Devgn, Ayushmann Khurrana, Rajkummar Rao, filmmaker Ashutosh Gowariker, Shoojit Sircar and others. Discussions focused on expanding film shooting, film tourism and the creative economy in the State, along with exploring new opportunities for collaboration and investment.
The programme was chaired by Union Minister for Tourism and Culture, Shri Gajendra Singh Shekhawat. During the event, Dharma Productions was presented a film incentive of ₹1.75 crore under Madhya Pradesh’s Film Tourism Policy for Dhadak 2, which was filmed in the State. The incentive was presented to Apoorva Mehta, CEO, Dharma Productions, by Dr. Ilayaraja T., Secretary, Tourism, Government of Madhya Pradesh and Managing Director, Madhya Pradesh Tourism Board.
Madhya Pradesh’s Greatest Strength is its People: Dr. Ilayaraja T.
Speaking on the occasion, Dr. Ilayaraja T. said, “Along with financial incentives, policies and ease of doing business, Madhya Pradesh’s greatest strength is its people. We want filmmakers and creative professionals to experience not just our locations, but also the warmth of our people and the ease of working here. This can lay the foundation for lasting partnerships.”
He further said that the State is working to increase industry participation in film production, talent development, creative services and investment. Madhya Pradesh aims to further strengthen its role among the country’s leading destinations for film and content production through its diverse locations, evolving filming ecosystem and industry-friendly policies.
*Shooting in Madhya Pradesh Was a Very Special Experience: Ayushmann Khurrana
Actor and FICCI FRAMES Ambassador Ayushmann Khurrana described his experience of shooting in Madhya Pradesh as very special, appreciating the people of Bhopal and the beauty of the City of Lakes. During his interaction with Dr. Ilayaraja T., Secretary, Tourism, Government of Madhya Pradesh and Managing Director, Madhya Pradesh Tourism Board, Khurrana recalled shooting for Doctor G in the State. He said he received strong support from the local people and that the State’s beautiful surroundings made the experience memorable.
Industry Roundtable on Film and Creative Economy
The Madhya Pradesh Tourism Board also organised an Industry Roundtable on Film Tourism and AVGC-XR during FICCI FRAMES 2026. The session brought together leading filmmakers, producers and representatives from the media and entertainment industry.
Participants shared their experiences, requirements and expectations regarding the expansion of film production in Madhya Pradesh. Discussions covered key areas including film locations and infrastructure, permissions, production support, local talent, incentives, ease of doing business, and government-industry collaboration.
The dialogue aimed to understand industry requirements and identify opportunities to build a more capable, responsive and collaborative ecosystem for film and content production in Madhya Pradesh.
Partnerships with the Creative Industry Gain Momentum
During FICCI FRAMES, the Madhya Pradesh Tourism Board also held B2B meetings with leading studios, OTT platforms and companies from the animation, gaming and VFX sectors. Representatives from Dharma Productions, Warner Bros. Discovery India, Amazon Prime Video, JioStar, Rajshri Productions, Hombale Films, IN10 Media, Drishyam Films, Rajkumar Hirani Films and Roy Kapur Films, among others, participated in these meetings.
Madhya Pradesh’s participation at FICCI FRAMES 2026 showcased the State’s potential to move beyond film tourism towards a broader creative economy ecosystem, with opportunities across film and content production, talent, animation, gaming, VFX and related creative services.
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