Assam’s reel revolution: From local charm to global stage through ‘Create in India’ challenge

Syllad | The Rising MeghalayaApril 19, 2025

The digital storytelling wave has taken India by storm—and Assam is right at the heart of it. From misty tea gardens and colourful festivals to spicy street food and soulful folk music, creators in Assam are packaging it all into short, punchy reels that are earning both views and validation, not just from locals but from audiences around the world.

At the centre of this creative explosion is a new generation of Assamese influencers and vloggers who are using platforms like Instagram, YouTube, and Facebook to share vibrant snippets of life in the Northeast. These aren’t just random uploads—they’re carefully crafted visual stories that reflect culture, emotion, and identity in under a minute.

“Reel making is the new-age storytelling,” says Chakrapani Parashar, a popular content creator from Assam. “People want to see, feel, and learn something quickly—and reels make that possible.” According to him, what sets reels apart is their ability to capture sound, movement, and atmosphere in a way photos or long-form content can’t. “They don’t just entertain; they educate, they connect.”

Parashar also highlights how reels have become a strategic communication tool, even for the government. From promoting tourism to spreading awareness about schemes, the format is now a core part of digital outreach. And the creators are not just hobbyists—many of them, like Parashar, are being tapped by officials to produce reels that are informative, impactful, and shareable.

Pavni Gupta, Deputy Director at Press Information Bureau Guwahati, agrees. “Reels help us speak the language of the youth,” she says. “They’re accessible, creative, and can reflect local nuance better than traditional formats.” She adds that thanks to smartphone access and simple editing tools, reel-making has become a truly democratic form of expression—one that gives voice to people even in the remotest parts of Assam.

This surge of creativity got a national stage through the “Create in India Challenge”, launched under the WAVES 2025 initiative by the Ministry of Information and Broadcasting. Among the 32 creative challenges, one is dedicated entirely to reel making—inviting creators from across India to submit 30-to 90-second videos based on themes like Viksit Bharat and India @ 2047.

Assam has emerged as one of the most enthusiastic participants. Young creators have responded with reels that highlight everything from Bihu dances and monsoon river cruises to indigenous crafts and futuristic tech ideas. For students like Dhritiraj Chamuah from Guwahati, it’s more than just content—“This is our chance to show what Assam really is. Not the stereotypes, but the real, beautiful, forward-looking Assam.”

With over 7,000 global entries and representation from countries like the US, Australia, Germany, and even regions like Shopian, Kargil, and Port Blair, the reel challenge has become a symbol of India’s cultural and creative depth. The WAVES summit, happening May 1–4 at Mumbai’s Jio World Convention Centre, will celebrate this creative explosion.

At its core, this movement is about representation and visibility. For a region like the Northeast—which has long struggled for screen space in mainstream media—platforms like this are game-changers. They’re not just giving young creators a way to share stories, but a seat at the national table.

As Assam’s reel-makers continue to post, share, and inspire, one thing is clear: this isn’t just a passing trend. It’s a new form of digital identity, one reel at a time.