GUWAHATI

The Arunachal Pradesh government has launched a “film challenge” initiative to promote the creation of visual content.

Chief Minister Pema Khandu said the first-of-its-kind initiative, supported by the Ministry of Micro, Small, and Medium Enterprises (MSME), seeks to promote tourism, culture, creativity, traditional knowledge systems, indigenous products, and the MSME sector through digital storytelling.

He launched TRACTION 2026: Residency and Film Challenge, a portal for creative visual content, from his office in the State capital, Itanagar, on Monday (June 15, 2026).

The Ministry of MSME is supporting the initiative under the Raising and Accelerating MSME Performance scheme in collaboration with the State Department of Industries and the Centre for Cultural Research and Documentation at Rajiv Gandhi University.

“TRACTION 2026 is not merely a filmmaking challenge. It is a platform to tell the authentic stories of Arunachal Pradesh to the world. Through the creative lens of content creators and filmmakers, our rich cultural heritage, unique traditions, adventure tourism destinations, GI-tagged products, handicrafts, handmade paper, and MSME success stories can reach a global audience,” Mr. Khandu said.

Highlighting the importance of the digital economy and the growing influence of social media in shaping public perceptions and consumer choices, the Chief Minister said the initiative would empower aspiring filmmakers, vloggers, and content creators from across the Northeast to become the region’s cultural and economic ambassadors.

He further said visual storytelling has emerged as one of the most effective mediums for promoting destinations and preserving cultural narratives. Through authentic and engaging content, creators can help project the true image of Arunachal Pradesh while raising awareness of its tourism potential, local enterprises, and indigenous products.

Nyato Dukam, the State’s Industries Minister, emphasised the transformative potential of the initiative in promoting Arunachal Pradesh’s tourism and cultural assets by bringing together government institutions, academia, cultural organisations, and content creators.

“Arunachal Pradesh possesses a diverse range of cultural traditions, indigenous practices, crafts, cuisines, and tourism destinations that can attract national and global attention when presented through compelling visual narratives,” he said.