Guwahati, June 15: In a first-of-its-kind initiative to promote tourism, culture, indigenous products and local entrepreneurship through digital storytelling, Arunachal Pradesh Chief Minister Pema Khandu on Monday launched the online portal for “TRACTION 2026 – Residency and Film Challenge.”
The programme, supported by the Ministry of MSME under the Raising and Accelerating MSME Performance (RAMP) Scheme, will bring together 25 emerging content creators and filmmakers from across the Northeast to document Arunachal Pradesh’s tourism destinations, cultural heritage and entrepreneurial success stories.
Launching the portal at the Civil Secretariat in Itanagar, Khandu described TRACTION 2026 as a transformative platform that would help showcase Arunachal Pradesh to national and global audiences through the power of visual storytelling.
“TRACTION 2026 is not merely a filmmaking challenge. It is a platform to tell the authentic stories of Arunachal Pradesh to the world,” Khandu said.
He said the state’s rich cultural heritage, adventure tourism destinations, indigenous traditions, GI-tagged products, handicrafts and MSME enterprises deserve greater visibility and can benefit significantly from the growing influence of digital creators and social media.
The Chief Minister noted that content creators, vloggers and filmmakers have emerged as powerful drivers of public perception and consumer choices, making them valuable partners in promoting tourism and local businesses.
Industry Minister Nyato Dukam said the initiative has the potential to transform how Arunachal Pradesh presents its tourism assets, indigenous cultures, crafts and cuisines to wider audiences.
“This platform brings together government, academia and cultural institutions to blend creativity with economic development,” he said.
Amjad Tak, Commissioner of Industries and Commerce, said the programme aims to strengthen the region’s creative ecosystem while helping local entrepreneurs and MSMEs gain wider market visibility through digital storytelling.
He said participants will produce films highlighting tourism destinations, GI-tagged products, handicrafts, food processing units, local enterprises and startup success stories from across the state.
A key feature of the initiative is a 15-day residency programme scheduled from August 7 to 21, 2026, at Rajiv Gandhi University, Rono Hills.
Selected creators from all eight Northeastern states will undergo filmmaking workshops, mentorship sessions and field assignments before producing five-minute films and digital content based on their experiences in Arunachal Pradesh.
The top two films will receive cash prizes of ₹1 lakh each, while outstanding works will be promoted through official government social media platforms.
Course Director Moji Riba, Assistant Professor at Rajiv Gandhi University’s Department of Mass Communication, said social media has evolved into a powerful parallel economy capable of creating livelihoods while influencing travel choices and consumer behaviour.
“TRACTION 2026 seeks to channel that influence towards responsible storytelling that showcases the authentic identity and aspirations of Arunachal Pradesh,” he said.
Officials said the initiative is expected to create a new generation of storytellers capable of projecting Arunachal Pradesh’s tourism potential, ecological diversity, cultural richness and entrepreneurial success stories to audiences across India and beyond.
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