At a time when India’s global identity is being shaped as much by cultural confidence as by economic ambition, NDTV has announced the launch of the NDTV Masterstroke Art Awards, an initiative aimed at recognising excellence in Indian art and celebrating those shaping the country’s creative presence on the world stage.

The announcement was made on Friday at the NDTV Indian of the Year event, underscoring the network’s belief that art and culture are central to how a nation understands itself.

According to a press release issued by NDTV, the Masterstroke Art Awards are designed to create sustained engagement with Indian art by spotlighting artists, institutions, patrons and practices that define the country’s evolving cultural identity. The initiative seeks to move beyond momentary recognition and instead build a long-term conversation around the role of art in public life.

Introducing the awards, Rahul Kanwal, CEO and Editor-in-Chief of the NDTV Network, described the initiative as a natural extension of NDTV’s long-standing engagement with culture and ideas. He said NDTV has consistently believed that culture lies at the heart of the idea of India, adding that long before art entered mainstream public discourse, the network engaged with Indian artists and artistic movements with seriousness and purpose. The Masterstroke Art Awards, he noted, carry that legacy forward by creating a platform that recognises artistic excellence and deepens the role of art in India’s cultural life.

A key presence at the launch was Kiran Nadar, Founder of the Kiran Nadar Museum of Art and one of India’s most influential art patrons. Reflecting on her journey with Indian art, she spoke about the need to restore art to everyday cultural consciousness. Emphasising democratising access, Nadar said India’s rich artistic heritage needs to be rediscovered and understood, and that a mainstream platform like NDTV has both the reach and credibility to help people recognise why art matters and make it part of daily cultural engagement.

The launch also saw the unveiling of the NDTV Masterstroke calendar, curated by Rohit Chawla, Creative Director at NDTV. While the calendar draws from his decade-long work photographing leading Indian artists in their studios, Chawla stressed that the intent of the initiative goes far beyond a single creative expression. Speaking about the awards, he said they are meant to honour depth and seriousness of artistic practice, recognising artists and cultural contributors whose work shapes how society sees and engages with the world.

The announcement prompted a broader reflection on the role of media in shaping cultural awareness. Art patron and collector Shalini Passi highlighted that India’s cultural narrative extends far beyond a narrow set of popular references and called for platforms that actively educate, preserve and celebrate art in all its forms, from contemporary to indigenous traditions. She underlined the importance of a mainstream institution taking sustained ownership of this responsibility.

Art collector and cultural advocate Kalyani Chawla spoke about the need to cultivate appreciation for art, particularly among younger audiences. She noted that media has an important role to play in making art accessible again, encouraging families, first-time viewers and young people to engage with art as a shared cultural experience rather than a niche pursuit.

Placing the initiative in a wider global context, veteran communications strategist Dilip Cherian reflected on the growing importance of culture in shaping India’s soft power. He said that as India’s international influence expands, its artistic and cultural voice must grow alongside it, and that media platforms play a crucial role in positioning Indian creativity as an integral part of the country’s global identity.

The inaugural NDTV Masterstroke Art Awards are scheduled to be held in the first week of February, marking the beginning of what NDTV hopes will be a sustained and meaningful engagement with India’s artistic community.