The Ministry of Information and Broadcasting (MIB) has unveiled the pilot phase of the Gems of India Challenge, a nationwide creator initiative aimed at promoting hyperlocal storytelling through short-form videos. The programme offers cash rewards of up to Rs 5 lakh and seeks to spotlight the unique culture, heritage and identity of India's districts.
Hosted on the MyWAVES section of the WAVES OTT platform, the challenge is part of the government's broader effort to nurture grassroots digital creators while encouraging authentic local narratives. The pilot will run from August 1 to August 31, after which the initiative is expected to be expanded across all states and Union Territories.
Creators participating in the challenge must submit 1-3 minute videos that capture the distinctive stories, traditions, landmarks or cultural heritage of their respective districts through the MyWAVES platform.
The pilot phase will be conducted across Andaman and Nicobar Islands, Arunachal Pradesh, Chandigarh, Dadra and Nagar Haveli and Daman and Diu, Goa, and Ladakh.
The challenge features a three-tier reward structure. Up to 20 creators from each district will receive Rs 50,000 each. Winners will then progress to the state level, where selected creators will be awarded Rs 2 lakh. During the nationwide rollout, top-performing creators will compete for national awards of Rs 5 lakh.
Launching the initiative, Chanchal Kumar, Secretary, Ministry of Information and Broadcasting, said the programme aims to give local creators a platform to tell the stories of their regions.
"Every district of our country has a story waiting to be told. The Gems of India Challenge provides creators with a platform to tell those stories through their own unique perspectives. This initiative is as much about celebrating the creativity of our youth as it is about celebrating the extraordinary diversity of India's districts," he said.
According to the ministry, the initiative is intended to build a nationwide network of local storytellers while encouraging the creation of authentic digital content that highlights India's cultural richness, traditions and lesser-known destinations. The programme will be scaled nationwide based on the outcomes of the pilot phase.
