The Union Budget 2026, marks a decisive moment for India’s advertising, marketing, and media and entertainment industries. With digital platforms, gaming, and sports taking centre stage, the government is signalling that creativity is not just an asset, it is a driver of India’s next growth phase.

Even the Economic Survey highlights that digital advertising now drives one-third of sector revenues, while content creation across VFX, dubbing, and localisation is booming. The media and entertainment sector stands at INR 2.5 trillion, supported by rising incomes, increasing internet penetration, and strong domestic demand. Gaming revenues continue to grow, and video subscriptions are surging, pointing to a robust and rapidly evolving market.

Budget 2026 builds on these trends with strong support for the animation, visual effects, gaming, and comics (AVGC) sector, which is projected to require two million professionals by 2030. By setting up AVGC content creator labs in 15,000 secondary schools and 500 colleges, the government is investing in the talent pipeline that will power India’s content creation for years to come. For agencies and media houses, this translates into a new wave of skilled professionals ready to produce high-quality digital content for domestic and global audiences.

Sports and entertainment are also converging in exciting ways. The launch of the Khelo India Mission promises to transform the sports sector over the next decade, focusing on talent development, coaching, infrastructure, competitions, and sports science. For marketers, this opens up a surge of opportunities to engage audiences through live events, sponsorships, and integrated campaigns, turning every game into a media spectacle.

Gaming and esports are poised for explosive growth. With revenues estimated at INR 232 billion in 2024 and a rapidly expanding user base, these segments offer brands innovative ways to reach younger audiences through in-game advertising, cross-platform campaigns, and interactive engagement. At the same time, video subscription services, already valued at INR 9,200 crore, are expected to grow further as digital content production scales, offering advertisers multiple avenues for audience-first campaigns.

Taken together, these measures show that India is aiming to become a global powerhouse for creativity. From nurturing talent in schools to monetising digital-first content for millions of viewers, Budget 2026 reinforces the idea that advertising, media, and entertainment will increasingly intertwine with technology, innovation, and youth engagement.

In short, the message is clear. Embrace digital, invest in creative talent, and innovate boldly. Brands, agencies, and media houses that align with this vision are well positioned to ride India’s next wave of growth and storytelling.

The author is co-founder and CEO, White Rivers Media.