The UK Secretary of State for Culture, Media and Sport, Rt Hon Lisa Nandy, recently attended the inaugural IGF Archer Amish Award for Storytellers, where she presented the prize and spoke extensively to the press about the UK’s deepening cultural and creative ties with India.
Her comments touched on the newly signed UK-India Cultural Cooperation Agreement, creative industry partnerships, AI-driven innovation, and the economic potential of bilateral collaboration.
In a wide-ranging discussion, she outlined how culture and creativity are becoming central to the growth story of both nations.
Cultural cooperation and shared ambitions
Speaking about the Cultural Cooperation Agreement between the UK and India, Nandy shared that the respective science museums in both the countries are curating joint exhibitions and opening up amazing shared collections to a new generation of young Brits and young Indians. “We signed the cultural cooperation agreement to build more people-to-people contact, more cooperation to enrich lives, and, most importantly, a shared ambition between both our nations that the creative industries are central to our growth plans", she said.
She hailed the Wave Summit as the most ambitious statement Prime Minister Modi has made regarding India’s commitment to investing in the creative industries and further highlighting the agreement’s benefits for the UK, she said, "Here in the UK, we’ve identified the creative industries as one of our eight key economic sectors with the greatest potential for growth. By collaborating further, whether through music, TV, film, or fashion, we know there’s even more we can achieve together.
“If we get this right, it will mean good jobs, new opportunities, and richer lives for people across the UK and throughout India. We’re truly excited about all that we can accomplish together."
When asked by Asian Voice about the future of the sector and the role of the UK-India cultural agreement in strengthening collaboration, Nandy revealed that she had just met India’s Minister for Commerce to explore how to build on the agreement signed in Delhi.
"Some of the areas where we are committed to working much more closely together are around film and technology. While I was in India, I had the opportunity to see incredible collaborations between Indian media giants and UK start-ups, enabling filmmakers to create from home, without having to rent a full studio. It’s opening up amazing opportunities for future storytellers in both countries."
She also highlighted upcoming sports diplomacy, noting the Indian Women’s Cricket Team’s tour of the UK this summer, "I had the chance to hit a few balls with them while in India. We hope, together with our amazing women’s cricket team, they’ll inspire a new generation of girls, just like the Lionesses have done with football. The team is touring across the UK and it will bring real economic benefits."
Turning to music, she cited the creative partnership between Ed Sheeran and AR Rahman, whom she met during the Wave Summit, "That collaboration helped not only to produce incredible music and reach new audiences, but the Mumbai leg of Ed’s tour became the biggest of his entire world tour. It’s proof of the massive and direct benefits that come from cultural cooperation. The sky really is the limit when it comes to our ambition."
AI and cultural policy
Addressing a question about AI integration in cultural policy and its impact on job creation, Nandy said, "I saw some of the best examples of AI while I was in India, particularly in film, where it's opening doors for young filmmakers. But also in sports, where AI is being used to expand reach, improve commentary, and give fans immersive experiences they’ve never had before."
She gave the example of an Indian tech company that helps bring events like Wimbledon to global audiences, and said the UK is exploring more ways to collaborate in this space.
Nandy also emphasised the important role that regional leaders and diaspora communities are playing in fostering deeper ties. She mentioned recent visits to India by the Mayors of London, Greater Manchester, and West Yorkshire, highlighting one success story, stating, "Tracey Brabin, Mayor of West Yorkshire, understood the power of the diaspora community in Bradford and secured a direct investment agreement for jobs from India. This shows the real-world impact of local leadership in driving cultural and economic cooperation."
She added that both the cultural and trade agreements help build trust, improve mutual understanding, and showcase each country’s strengths.
Link to the UK-India trade deal and personal connection
When asked about whether the cultural agreement helped move the long-anticipated UK-India Free Trade Agreement (FTA) forward, Nandy acknowledged a direct connection. "We were in the final stages of trade negotiations when I went to India. I travelled at the request of our Prime Minister and Prime Minister Modi, both of whom were keen to see senior UK representation at the Wave Summit. Our shared ambitions around the creative industries made it clear that cultural diplomacy could play a big role in moving things forward."
Furthermore, Nandy, the first Labour Cabinet Minister of Indian heritage, added a personal note. She said, "I’m in big trouble with my Indian family for not visiting while I was there! But those personal ties were something our Prime Minister was very keen to highlight. This trade deal is the product of ten months of intense negotiations since we took office. But by being there, and extending the hand of friendship, we were able to help get the final details over the line."
She concluded by emphasising the tangible benefits this collaboration is already bringing to people in both countries. "As Johnny (Jonathan Reynolds) said this morning, this has brought enormous benefits to people here in the UK as well as in India."
The IGF event served as a powerful platform not only to celebrate storytelling but also to underline the growing cultural and creative synergy between the UK and India. From trade and technology to sport and storytelling, the message from Secretary Nandy was clear: this is just the beginning of a new era of collaboration.
