Itanagar, Jun 16 : Arunachal Pradesh Chief Minister Pema Khandu launched the online portal of ‘TRACTION 2026 Residency and Film Challenge’ here, marking the start of a unique initiative to promote tourism, culture, and MSMEs through digital storytelling.
Supported by the Union MSME Ministry under the Raising and Accelerating MSME Performance (RAMP) scheme, the event is a collaborative effort of the state Industries department, the Centre for Cultural Research and Documentation (CCRD), and Rajiv Gandhi University (RGU).
Speaking at the launch at the Civil Secretariat here on Monday, Khandu said the state possesses immense potential in tourism, ecology, traditional knowledge, and indigenous products that deserve wider international visibility.
“TRACTION 2026 is not merely a filmmaking challenge. It is a platform to tell the authentic stories of Arunachal Pradesh to the world,” he said, adding that the digital economy and social media would empower Northeast creators to become cultural ambassadors.
State Industries Minister Nyato Dukam emphasised the project’s transformative potential in blending creativity with economic development, noting that compelling visual narratives can attract global attention to local cuisines, crafts, and destinations.
Industries and Commerce Commissioner Amjad Tak explained that 25 emerging content creators selected from the eight Northeastern states will produce visual content highlighting Arunachal’s tourism, Geographical Indication (GI) tagged products, and entrepreneurial success stories.
“Creative storytelling can become a powerful tool for market development and brand building for local startups,” Tak said, citing the traditional handmade paper project in Dirang as an example of heritage products needing digital promotion.
RGU assistant professor and course director Moji Riba said social media has evolved into a parallel economy. He noted that the initiative aims to channel the influence of content creators toward responsible storytelling that showcases the state’s authentic identity.
The 15-day residency is scheduled from August 7 to August 21, at Rajiv Gandhi University, welcoming 25 selected creators and social media influencers from across all eight Northeastern states.
As part of their core deliverables, each creator must produce a five-minute film alongside regular digital documentation of their residency experience.
To recognise outstanding talent, the top two films will receive cash prizes of Rs 1 lakh each along with trophies and citations, while exceptional entries will be featured across official government social media platforms to maximise their global reach. (PTI)
