In News:

The “Make the World Wear Khadi” campaign is a strategic initiative launched to globalize Khadi, India’s iconic hand-spun fabric, by integrating it with contemporary fashion trends. It is part of the inaugural World Audio Visual & Entertainment Summit (WAVES), scheduled from 1–4 May 2025at theJio World Convention Centre, Mumbai.

Key Highlights:

Organizers

• Advertising Agencies Association of India (AAAI)
• Ministry of Information and Broadcasting, Government of India

Objectives

• Elevate Khadi as a global, aspirational brand.
• Celebrate and modernize India's textile heritage.
• Engage creative professionals in branding and marketing of Khadi through various media.
• Showcase India’s soft power in the global Media & Entertainment (M&E) space.

Campaign Highlights

• Part of the broader Create in India Challenges under WAVES.
• Participants: Open to advertising professionals and freelancers globally.
• Format: Creative entries in digital, print, video, and experiential marketing.
• Total Registrations for Create in India Challenges: 73,000+
• Registrations for Khadi Challenge (as of Feb 15, 2025): 112

Khadi – Key Facts

• What is Khadi?
  • A traditional Indian fabric made from hand-spun and hand-woven cotton, silk, or wool.
• Historical Significance:
  • Promoted by Mahatma Gandhi during the freedom movement as a symbol of swadeshi, self-reliance, and economic independence.
• Key Characteristics:
  • Hand-spun using a charkha (spinning wheel).
  • Woven on traditional looms.
  • Eco-friendly and sustainable, made from natural fibers.
  • Supports rural employment and cottage industries.

WAVES Summit 2025 – Snapshot

• A flagship Media & Entertainment event with a hub-and-spoke model.
• Four thematic pillars:
  1. Broadcasting & Infotainment
  2. AVGC-XR (Animation, VFX, Gaming, Comics, Extended Reality)
  3. Digital Media & Innovation
  4. Films
• The Khadi campaign falls under the Broadcasting & Infotainment category.