BRICS Waves Bazaar Pushes Global Creative Economy With AI Ethics and Trade Reforms

The BRICS Waves Bazaar brought together representatives from the Ministry of Information and Broadcasting (MoIB), the Ministry of External Affairs (MEA), the Government of Maharashtra and the Indonesian Consulate to discuss measures for strengthening creative trade by using technology while protecting cultural heritage.

Maharashtra Cultural Affairs Minister Ashish Shelar described the BRICS Waves Bazaar as a platform aimed at shaping the future of the global creative economy and highlighted Maharashtra’s position as a major production hub.

"The BRICS Waves Bazaar is not merely an exhibition; it is a high-powered confluence designed to shape the future of the global creative economy," Shelar said.

He said India was promoting the "Orange Economy" by taking the country’s cultural diversity to the global stage. He added that cross-cultural storytelling serves as an important instrument of soft power and helps build lasting diplomatic ties.

Secretary, Ministry of Information and Broadcasting, Chanchal Kumar said local stories have the ability to connect with global audiences and urged BRICS nations to expand commercial partnerships in films, animation, visual effects (VFX) and gaming.

"The BRICS Waves Bazaar brings together creators and buyers, ideas and capital, content and technology," Kumar said, adding that India was ready to share its experience in developing stronger creative industry platforms ahead of hosting the WAVES summit in Mumbai in 2027.

Rajiv Bodwade, Joint Secretary (MER), Ministry of External Affairs, said globalization should work alongside efforts to protect local identities, traditional values and indigenous crafts while increasing opportunities in digital trade.

He said technology could help develop resilient creative value chains across content and digital industries. He also highlighted that the Creative Industries Working Group under BRICS is facilitating market access for women creators across member countries.

Speaking to ANI, Tjoki Aprainda Siregar, Consul General of the Republic of Indonesia in Mumbai, stressed the importance of promoting content based on peace, tolerance and universal human values while improving intellectual property (IP) protection.

He also emphasised the need for responsible artificial intelligence use, stating that AI should remain under human control and that governments and industry stakeholders must work together to prevent misuse of the technology and protect intellectual property rights.

The discussions at the BRICS Waves Bazaar also focused on institutionalising co-production treaties, expanding international content distribution networks and strengthening long-term media and entertainment partnerships across the expanded BRICS+ grouping.