Bollywood News: Ayushmann Khurrana opened up about the changing face of India’s media and entertainment industry while speaking at the 26th edition of FICCI FRAMES 2026 in Mumbai. The actor focused on the growing importance of meaningful storytelling and explained why the value created by content matters more than simply increasing its quantity.
Ayushmann Khurrana On The Value Of Content
According to Ayushmann, India’s entertainment industry is currently experiencing a significant media moment. Stories are no longer restricted to traditional films or television, with audiences consuming content through OTT platforms, gaming, music, social media and several other formats.
He pointed out that content is now being created in different languages and from different parts of India. For him, however, the real opportunity is not merely about how much content the country produces, but about the value that those stories create for audiences.
The actor said that meaningful stories can inspire people, encourage conversations and potentially create change.
Stories Are Reaching Audiences Beyond Borders
One of the key points in Ayushmann’s FICCI FRAMES address was the ability of Indian stories to travel beyond geographical boundaries.
With audiences discovering films and series from different regions and languages, the Indian entertainment ecosystem has become increasingly diverse. A story created for one audience can now find viewers in completely different parts of the country and around the world.
This changing environment has also given creators more opportunities to experiment with genres, subjects and storytelling formats.
Hanuman Ansh And Obsession Show Why Stories Matter
Ayushmann used the response to Hanuman Ansh and Obsession as examples while discussing the power of storytelling.
The two projects belong to different worlds and genres, but according to the actor, their audience response demonstrates an important point: viewers are willing to discover content when a story creates curiosity, emotional involvement or discussion.
His comments come at a time when the entertainment industry is dealing with an enormous volume of content across theatres, streaming platforms and digital media. The challenge is increasingly about getting audiences to notice and connect with a particular story.
Ayushmann’s Own Career Has Been Built Around Conversations
Ayushmann has frequently been associated with films that combine entertainment with subjects capable of generating wider conversations. His career includes films such as Vicky Donor, Article 15, Badhaai Ho, Dream Girl and Shubh Mangal Saavdhan, among others.
His comments at FICCI FRAMES are therefore consistent with the broader approach he has often discussed during his career—using mainstream entertainment to explore subjects that can connect with audiences while also encouraging conversations.
His profile with Yash Raj Films similarly describes him as an actor associated with socially relevant and conversation-starting cinema.
FICCI FRAMES 2026 Focuses On India’s Media Moment
FICCI FRAMES 2026 is being held in Mumbai on September 29 and 30 under the theme “India’s Media Moment: Creating Value in an Age of Infinite Content.” The convention brings together people from films, television, OTT, gaming, sports, live entertainment and the creator economy.
The discussions are taking place at a time when audiences have more entertainment choices than ever before. The industry is consequently looking at questions around audience attention, storytelling, technology, streaming and the economics of content.
Ayushmann, who is the FICCI FRAMES ambassador, is among the prominent entertainment personalities participating in the event.
Theatrical Cinema Also Remains Important
At the same FICCI FRAMES event, Ayushmann also participated in a discussion with filmmaker Sriram Raghavan about theatrical cinema and what makes audiences return to theatres.
The conversation explored changing audience expectations, the pressure surrounding theatrical releases and the qualities that can make a film worth watching on the big screen. Ayushmann also indicated that a project such as Andhadhun 2 would be particularly exciting for a return to that space.
Another FICCI FRAMES discussion focused on the importance of films connecting with audiences without depending entirely on massive budgets or star power.
Ayushmann’s Message For The Future Of Entertainment
Ayushmann Khurrana’s FICCI FRAMES appearance highlighted a broader shift taking place in Indian entertainment. With content available across countless platforms and formats, simply producing more stories may not be enough to capture audience attention.
The actor’s central message was that stories need to create value. Whether through entertainment, emotion, inspiration or meaningful conversations, content that connects with people can travel further and remain relevant beyond its initial release.
As Indian entertainment continues to expand across languages, platforms and international markets, the emphasis on storytelling and audience connection is likely to remain an important part of the industry's future.
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