The Ministry of Information and Broadcasting (MIB) has unveiled the pilot phase of the ‘Gems of India’ Challenge. This is a nationwide initiative designed to encourage grassroots digital creators to tell the unique stories of their hometowns. The programme aims to strengthen India’s growing creator economy. In addition, it celebrates the country’s rich cultural, historical, and tourism heritage through authentic short-form videos.
Who can participate and what kind of content is being sought?
Built on the MyWAVES creator platform under WAVES OTT, the challenge invites participants to produce 1-3 minute videos highlighting the identity, traditions, landmarks, history, and achievements of their respective districts. Video submissions for the pilot phase will be accepted from August 1 to August 31, 2026. This will give aspiring creators a national platform to showcase stories that often go unnoticed.
Where will the pilot begin and who is supporting it?
The pilot will initially roll out across Andaman & Nicobar Islands, Arunachal Pradesh, Chandigarh, Dadra & Nagar Haveli and Daman & Diu, Goa, and Ladakh. The Ministry is implementing the initiative in collaboration with Prasar Bharati, My Bharat, and state and district administrations. Local educational and cultural institutions will also support creators by encouraging participation and helping them develop high-quality content. Additionally, YouTube and Meta have joined as outreach partners. They will help amplify the challenge within their creator communities.
What does the government hope creators will achieve?
Speaking at the launch, MIB Secretary Chanchal Kumar said every district in India has a story worth sharing. Therefore, the challenge provides young creators with an opportunity to bring those stories to a wider audience. Beyond promoting digital storytelling, the initiative aims to celebrate India’s cultural diversity, highlight regional voices, and encourage creators to share original stories inspired by their hometowns.
What rewards are on offer for winning creators?
To recognise outstanding work, the programme offers attractive rewards at multiple levels. During the pilot, up to 20 creators in each district can receive ₹50,000 each. Winning district entries will then compete for state-level awards of ₹2 lakh. Meanwhile, the nationwide rollout will feature national awards worth ₹5 lakh. Entries will be evaluated by expert jury panels comprising professionals from culture, tourism, media, heritage, and academia.
What happens after the pilot phase?
The Ministry plans to expand the challenge to all states and Union Territories after evaluating the pilot phase. By scaling the initiative nationally, the government hopes to create a vibrant ecosystem of digital storytellers. This will help highlight India’s diverse districts, preserve local narratives, boost tourism, and unlock new opportunities for emerging creators in the country’s rapidly growing creator economy.