It’s an incredible time for India to be the content hub of the world,” said actress Shraddha Kapoor during a vibrant Fireside Chat held as part of WAVES 2025 in Mumbai. Speaking passionately about the country’s storytelling roots and digital transformation, she noted how platforms like Instagram have revolutionized content creation, making it accessible to anyone with a smartphone.

The actress, known for her strong and genuine social media presence, described this as a golden moment for Indian content creators, where tradition and technology come together to foster a powerful storytelling ecosystem. Her views were part of a detailed press release issued by the Press Information Bureau (PIB), Government of India, following the session titled “Enabling Creative Expression: How Gen Z Consumes Content”.

“Storytelling is in our blood — we’ve grown up on it,” Shraddha said, reflecting on India’s cultural depth. She credited digital innovation, affordable data, and the country’s energetic youth for fueling the current wave of creativity. Sharing her own social media journey, she underlined the importance of staying authentic online. “When content comes from the heart, it naturally connects with people,” she said, admitting she prefers being real rather than following a calculated strategy online.

Shraddha also highlighted India’s thriving meme culture and the way Instagram features like trending audios and hashtags are shaping conversations among Gen Z. “It’s fascinating to watch how each generation carves out its identity through content. Trends form and evolve so quickly now,” she observed.

Joining her in the discussion, Adam Mosseri, Head of Instagram at Meta, brought a global perspective to the conversation. He described India’s content landscape as one of the most exciting in the world, crediting the rapid growth of digital infrastructure and low data costs for a content boom. “India is experiencing an unprecedented surge in content creation,” Mosseri said, noting how the country is setting a new pace for digital creativity.

He pointed out how visual formats, especially Instagram Reels, have become dominant forms of expression. “Visual content is naturally more engaging. Reels, in particular, have given people a powerful tool to tell stories in short, impactful ways,” he added, calling it a “creative gateway” that connects Indian creators to global audiences.

The fireside chat, held during the ongoing World Audio Visual and Entertainment Summit (WAVES 2025), was more than a panel — it was a celebration of India’s creative pulse and the vital role played by technology in empowering digital storytellers. As platforms continue to evolve, the conversation showed how the intersection of culture, technology, and youth energy is redefining the future of content creation and consumption in the Gen Z era.