ITANAGAR : Chief Minister Pema Khandu on Monday launched the online portal of TRACTION 2026 – Residency and Film Challenge at the Civil Secretariat here, marking the commencement of a first-of-its-kind initiative aimed at promoting the state’s tourism, culture, indigenous products and micro, small and medium enterprises (MSMEs) through digital storytelling and visual content creation.
The initiative is being implemented under the Raising and Accelerating MSME Performance (RAMP) Scheme of the Ministry of Micro, Small and Medium Enterprises (MSME), Government of India.
Launching the portal, Khandu described TRACTION 2026 as a transformative platform capable of projecting Arunachal Pradesh’s rich cultural heritage, tourism potential and entrepreneurial success stories to national and international audiences.
“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.
Highlighting the growing influence of the digital economy and social media, the Chief Minister said the initiative would empower aspiring filmmakers, vloggers and content creators from across the Northeast to become ambassadors of the region’s cultural and economic strengths.
He noted that visual storytelling has emerged as one of the most effective tools for destination promotion and cultural preservation, adding that authentic digital content can help showcase the state’s tourism destinations, indigenous traditions, geographical indication (GI)-tagged products, handicrafts, handmade paper and local enterprises to a wider audience.
Khandu expressed confidence that the programme would strengthen Arunachal Pradesh’s creative economy while generating long-term benefits for local communities, entrepreneurs and tourism stakeholders.
He also acknowledged the collaborative efforts of the Department of Industries, Centre for Cultural Research and Documentation (CCRD), Department of Mass Communication Rajiv Gandhi University (RGU) and other partner institutions in conceptualising and organising the initiative.
Speaking on the occasion, Industries, Skill Development and Entrepreneurship, Textile and Handicrafts, Trade and Commerce, and Information, Public Relations and Printing Minister Nyato Dukam said the initiative would serve as a powerful platform to promote Arunachal Pradesh’s diverse cultural traditions, indigenous practices, crafts, cuisines and tourism destinations through compelling visual narratives.
He appreciated the collaborative efforts of the Department of Industries, RAMP, CCRD, Directorate of Urban Local Bodies (DULB) and RGU in creating a platform that combines creativity with economic development.
Industries and Commerce Commissioner Amjad Tak elaborated on the objectives of the programme and said TRACTION 2026 seeks to strengthen the creative content ecosystem by nurturing filmmakers, vloggers and digital storytellers from Arunachal Pradesh and the wider Northeastern region.
He informed that 25 emerging content creators from all eight Northeastern states would be selected to produce visual content highlighting the state’s tourism destinations, MSMEs, GI-tagged products, handicrafts, food processing sector and entrepreneurial success stories.
Tak said creative storytelling can become a powerful marketing and brand-building tool for local entrepreneurs and startups by helping them connect with wider consumer markets. Referring to initiatives such as the traditional handmade paper project in Dirang, he highlighted the immense potential of Arunachal Pradesh’s heritage and GI-tagged products.
RAMP State Project Lead Dr Arinam Hazarika stressed the importance of forging long-term partnerships with digital creators to promote startups, local enterprises, food processing units and the state’s growing MSME ecosystem. He particularly highlighted the potential of Arunachal Pradesh’s organic food products, gastronomy and culinary traditions.
Providing an overview of the programme, RGU Department of Mass Communication Assistant Professor and TRACTION 2026 Course Director Moji Riba said social media has evolved into a powerful parallel economy that influences travel choices, consumer behaviour and cultural awareness.
He said the initiative aims to channel the influence of content creators towards responsible storytelling that authentically represents the identity, aspirations and development potential of Arunachal Pradesh.
TRACTION 2026 is a 15-day residency and film challenge scheduled to be held from August 7 to 21 at Rajiv Gandhi University, Rono Hills. The programme will bring together 25 selected content creators and social media influencers from the eight Northeastern states.
Participants will undergo skill-development workshops, location-based filmmaking, editing sessions, mentorship and film evaluation while undertaking field visits to selected tourism destinations across the state. Each participant will be required to produce a five-minute film along with regular digital content documenting their residency experience.
The top two films will receive cash awards of ₹1 lakh each, along with trophies and citations. Outstanding works will also be showcased through official government social media platforms to amplify stories highlighting Arunachal Pradesh’s tourism potential, cultural richness, ecological diversity and entrepreneurial achievements.
