Ayushmann Khurrana at FICCI FRAMES: India’s media moment is about creating value, not just content

MUMBAI: Content may be infinite, but Ayushmann Khurrana believes its value cannot be endless scrolling. Speaking at FICCI FRAMES 2026, the actor and brand ambassador of FICCI said India’s current media opportunity is not simply about producing more content, but about creating meaningful value from it.

FICCI Frames 2026 is being held on 29 and 30 September at the Grand Hyatt in Mumbai, with the theme ‘India’s Media Moment: Creating Value in an Age of Infinite Content’.

Khurrana opened his remarks by paying tribute to Leena Jaisani, whose absence, he said, was deeply felt. He acknowledged her contribution to FICCI Frames and the Indian media and entertainment industry, and thanked her for the vision and work she brought to the platform.

Reflecting on his return as the FICCI Frames brand ambassador, Khurrana said the occasion was particularly special following the 25th anniversary celebrations of the event last year.

“Being here again as the brand ambassador of FICCI Frames is a very special feeling for me,” he said, adding that the industry was now looking towards a larger opportunity centred on India’s media moment.

Khurrana pointed to the sheer scale and diversity of content being produced across the country. Films, series, television, gaming, sports, music and creator-led content are now emerging across languages and from different parts of India.

However, he argued that the conversation needs to move beyond volume.

“India’s media moment is not just about how much content we are making; it is about the value we create through that content,” he said.

According to Khurrana, Indian content is already influencing conversations, inspiring audiences and taking stories from the country to international audiences. The actor said his own experience over the past decade had reinforced his belief in the power of storytelling to create wider conversations.

“I’ve always believed that one story, one good story, can start a conversation, and one conversation can create change,” he said.

For Khurrana, the ability of a simple story to connect with audiences has been among the most meaningful aspects of his career. He said the opportunity to take a relatively small or simple story to the world and see it resonate with people has been particularly rewarding.

The scale of that opportunity has now expanded dramatically. With digital platforms and social media allowing content to travel to millions of people almost instantly, creators and businesses have more avenues than ever to find audiences.

Khurrana described this expanded reach as both an opportunity and a responsibility. With more stories, voices and distribution channels available, he said India’s creative community also has bigger global aspirations.

But he cautioned that greater reach needs to be matched by greater responsibility.

He called for stories that remain honest, businesses that are sustainable and content ecosystems that use their reach to uplift audiences rather than merely entertain them.

The actor said the industry was entering a significant phase in which its creative ambition, commercial potential and global reach could come together.

“This is our media moment, and I truly believe this is just the beginning if we choose to create value together,” Khurrana said.

His remarks placed the focus of FICCI Frames 2026 firmly on what comes after the content boom: how India can turn its expanding creative output into lasting cultural, commercial and global value.