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FICCI FRAMES 2025, 01: Ayushmann Khurrana appointed brand ambassador

FICCI FRAMES 2025, 01: Ayushmann Khurrana appointed brand ambassador

Calling him the Face of the Media and Entertainment Industry of India, FICCI (Federation of Indian Chambers of Commerce and Industry) FRAMES has appointed actor-singer Ayushmann Khurrana the brand ambassador for the event. This is a first for the event, which has not had any personality as brand ambassador in its previous 24 editions. Usually held in March, FICCI has yet to announce the dates for this year’s edition.

India’s premier global media and entertainment convention, FRAMES is gearing up to celebrate its 25th anniversary this year. Held annually in Mumbai, the event brings together influential personalities, creative professionals, and policy-makers from around the world to discuss emerging trends, innovative technologies, and key challenges in the entertainment landscape. The event includes various formats, such as keynote addresses, B2B meetings, master-classes, policy round-tables, Best Animated FRAMES Awards(BAF), global content market, exhibitions, and vibrant cultural evenings.

The theme for this special edition this year is "RISE: Redefining Innovation, Sustainability, and Excellence” which underscores the transformative impact of FICCI FRAMES in shaping narratives, fostering creativity, and driving the evolution of the Media & Entertainment industry.

Notable global figures have graced the FICCI Frames stage in the past, including Hollywood stars like Hugh Jackman, acclaimed actor and humanitarian; James Murdoch, CEO of 21st Century Fox; Charles H. Rivkin, Chairman of the Motion Picture Association of America (MPAA); and Gary Knell, Chairman of National Geographic Partners. Other luminaries include former Federal Communications Commission Commissioner Ajit Pai, Jim Egan, CEO of BBC Global News, and J.B. Perrette, President of Discovery Networks International, among many others.

FICCI Frames has also witnessed influential addresses by Mukesh Ambani, Chairman and Managing Director of Reliance Industries; Azim Premji, Chairman of Wipro Limited; as well as beloved Bollywood stars such as Shahrukh Khan, Aishwarya Rai Bachchan, Madhuri Dixit Nene, and Amitabh Bachchan.

"The silver jubilee edition of FICCI FRAMES is a celebration of 25 years of excellence and a tribute to the legacy we have built-in shaping India’s Media & Entertainment industry. Ayushmann Khurrana, with his incredible journey of creativity, innovation, and connection with audiences, represents the very ethos of FICCI FRAMES. His association will elevate this milestone event and inspire future generations of storytellers and creators," said Kevin Vaz, Chair FICCI M& E Committee & CEO, Entertainment, Jiostar.

Speaking of his association, Ayushmann (born Nishant) Khurrana, age 40, said, “It is a huge honour for me to be announced as the first Brand Ambassador for FICCI Frames in its silver jubilee year! As someone who arrived in Mumbai from Chandigarh, with nothing but dreams in my eyes, I could never have imagined this incredible journey, one where my work has not only touched lives but also become a part of India's rich pop culture tapestry. In my new role, I am committed to working closely with the exceptional FICCI team to champion disruption, celebrate innovation, highlight the excellence our industry consistently delivers, to champion disruption, celebrate innovation, and highlight the excellence our industry consistently delivers. Excited to see what the future holds.”

FICCI Frames has a rich history of leadership, as it was formerly chaired by legendary producer-director, Yash Chopra, and co-chaired by producer-director-actor, Karan Johar. Currently lead by Kevin Vaz (CEO, Broadcast Entertainment, Viacom 18), co-chaired by Sandhya Devanathan (VP and MD Meta India) and Arjun Nohwar (GM, South Asia, Warner Bros. Discovery) as part of the FICCI Media & Entertainment Committee.

The 25th edition of FICCI Frames promises to be a grand affair, with a renewed focus on new-age technologies such as artificial intelligence, digital content creation, virtual reality, and the meta-verse, alongside traditional media and entertainment.

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About Siraj Syed

Syed Siraj
(Siraj Associates)

Siraj Syed is a film-critic since 1970 and a Former President of the Freelance Film Journalists' Combine of India.

He is the India Correspondent of FilmFestivals.com and a member of FIPRESCI, the international Federation of Film Critics, Munich, Germany

Siraj Syed has contributed over 1,015 articles on cinema, international film festivals, conventions, exhibitions, etc., most recently, at IFFI (Goa), MIFF (Mumbai), MFF/MAMI (Mumbai) and CommunicAsia (Singapore). He often edits film festival daily bulletins.

He is also an actor and a dubbing artiste. Further, he has been teaching media, acting and dubbing at over 30 institutes in India and Singapore, since 1984.


Bandra West, Mumbai

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