Sheo Shekhar Shukla Poised To Make Madhya Pradesh India's First-Choice For Film Tourism

At the WAVES 2025 summit, Madhya Pradesh made a clear statement to the international entertainment sector that it was poised to jump to the fore as India's first-choice destination for digital content production and filming. With the roll-out of its Film Tourism Policy 2025 and AVGC-XR Policy 2025, the state has established a solid foundation that marries cultural depth and advanced facilitation.

Sheo Shekhar Shukla, Principal Secretary for Tourism, Culture, and Religious Trusts & Endowments Department, and MD for Madhya Pradesh Tourism Board, is the driving force behind this revolution. With him at the helm, the state isn't only welcoming the makers — it's providing them with an environment in which the craft of storytelling can flourish.

“Thanks to our appealing incentives, hassle-free clearances, and culturally location shoot-favouring environment, Madhya Pradesh is ready to challenge Mumbai to a showdown as India's next filming destination," asserts Shukla.

Ease of Shooting

Madhya Pradesh has long fascinated filmmakers due to its architectural majesty, natural landscape, and historic cities. But the state has now institutionalised this cinematic potential in the form of well-formulated incentives. Production houses qualify for financial assistance of Rs 1.5 crore for a first-time shoot, Rs 1.75 crore for a second-time shoot and Rs 2 crore for a third. Incentives are also provided for regional language films and the use of local talent.

"These new measures are not only appealing — they are industry-favouring and in sync with the latest creative trends," Shukla says. "We have made concerted efforts to establish Madhya Pradesh as a genuine ease-of-shooting location. Whether it's the cities of Bhopal and Indore as locations for shooting or the single window clearance system, the focus is on facilitating seamless, end-to-end implementation."

The state has already hosted a series of award-winning movies such as Sherni, Stree, Sardar Udham, and Laapataa Ladies, the last of which was India’s Oscar entry. These successes point to the emerging importance of the state as a destination for both mainstream as well as independent cinema.

Words of Support

WAVES 2025 saw the support of the industry's biggest names. Superstar Aamir Khan paid a visit to the “Incredible Madhya Pradesh” stall and showed appreciation for the supportive environment for shooting in the state.

"Maddani Pradescans are extremely cinema-savvy, so the production becomes problem-free for the whole crew," Khan remarked. The picturesque yet diverse places in the state facilitate the shooting of diverse scenes that save both time and money.

Producer Ekta Kapoor, in her address to the panel discussion, With Digital Dreams and Cinematic Vision: Madhya Pradesh - The Next Creative Hub, was also candid in her admiration.

"Just as Spain drew international movie makers with strong policy support, Madhya Pradesh also has the potential to be a filmmaker's first preference," she added. "You have everything here — incentives, breathtaking visuals and effortless clearances — all underpinned by cultural depth."

Digital Future

It is differentiated by how it isn't just targeting traditional cinema. The AVGC-XR Policy 2025 is a first-time initiative that aims to push animation, visual effects, gaming, and next-gen immersive technologies. It facilitates the production of virtual content, productions for OTTs and new formats involving augmented and virtual reality.

“These are our answer to the new reality of the nature of storytelling,” Shukla asserts. “We're not merely brokering film shoots anymore — we are investing in the future of content. Whether virtual production or next-generation gaming, we're opening up room for all types of creative expression.”

Plans are already in the pipeline to have AVGC-XR parks, start-up incubators, and skilling centres in major cities in order to more comprehensively include Madhya Pradesh in India's digital innovation ecosystem.

Cultural Resonance

The cultural spectacle at WAVES 2025 was a colourful celebration of the Madhya Pradesh spirit. Amrutasya Madhya Pradesh, a group dance ballet choreographed by Maitry Pahadi, merged classical dance styles in the form of Kathak, Odissi, and Bharatanatyam along with local tribal dances in the form of Baredi, Matki, Gond, and Badhai. It was preceded by a textile-themed fashion show designed by Mumtaz Khan that showcased the eternal charm of Maheshwari, Chanderi, and Bagh weaves.

"Incredible Madhya Pradesh" pavilion was a star of the summit. Tourists interacted using virtual reality experiences, anamorphic 3D graphics, and interactive digital screens highlighting the tourist and film infrastructure of the state. Representatives — international investors to studio chiefs — departed with more than brochures and memorabilia, a new respect for the creative and technological potential of the state.

A Versatile Canvas

Madhya Pradesh's architecture and topography provide a diverse cinematic landscape. From the holy ghats of Ujjain to the palace ruins of Mandu, from the tranquil vastness of Kanha to the sandstone temples of Khajuraho — the state allows the director to narrate tales of all genres and periods.

"We've charted a cinema geography in which there's a setting for every possible narrative. It's a mythological epic or an urban thriller or a nature documentary; you'll have the right setting somewhere here."

WAVES 2025 was more than a policy announcement for Madhya Pradesh, it was a defining moment. The government has presented a vision for the future that is bold and future-focused, and responsive to the realities of contemporary content creation. "We're not providing locations. We're providing collaboration, confidence, and clarity," summarises Shukla. "It's not a push that happens once. It's the first step in a consistent journey to position Madhya Pradesh as a national and international leader of creativity in cinema as well as digital." Through this strategic intersection of policy, infrastructure, and cultural riches, Madhya Pradesh isn't merely inviting the movie industry, but it is poised to shape its destiny.