New Delhi: ArunJaitley, Union Minister of Finance, Corporate Affairs, Ministry of Information & Broadcasting,chaired on February 13, the meeting of Consultative Committee of the I&B Ministry to discuss the issue of “India as a soft power –As a Filming Destination”. Col. Rajyavardhan Singh Rathore, Minister of State for I&B was also present in the meeting.
Welcoming the members, Jaitley said the topic for discussion was extremely important in view of the efforts being made to project India’s ability and standing as a soft power and a Filming Destination. The concept would not only facilitate the contours of growth of the Film Industry, it would also promote the diversity of India to the world through the medium of Films and Cinema. This initiative and proactive stance would boost the inflow of tourism in India from other countries. The Minister later mentioned that in order to promote India as a soft power, all efforts need to be taken to give the concept a strong ‘Brand Push’. The branding could be undertaken by creating and promoting a capsule that incorporated the key features of India’s professional ability i.e. skills, human resources, diverse locales, filming support from institutional structures and core strengths of India’s Film industry. This capsule needed to be showcased at all major international film festivals. As part of the efforts to promote the ‘filming destination concept’, Jaitely also emphasized that there was a need to simplify procedures and rules in order to promote the idea in letter.