London: Eros Innovation has signed a Memorandum of Understanding (MoU) with the Ministry of Tourism, Government of India, to introduce Cultural Artificial Intelligence (AI), cinematic storytelling and immersive digital experiences across India’s tourism ecosystem.
The MoU was signed at the India Pavilion in London in the presence of Gajendra Singh Shekhawat, Union Minister of Culture and Tourism, Government of India.
Swaneet Singh, Co-President, Eros Innovation, represented the company at the signing ceremony.
The collaboration will combine Eros Innovation’s proprietary Large Cultural Models (LCMs), multilingual AI capabilities, digital characters and extensive entertainment heritage with the Ministry’s Incredible India tourism initiatives.
As part of the partnership, Eros Innovation will produce 50 two-minute films showcasing India’s destinations and cultural experiences.
The Ministry will support their promotion over 50 weeks through Incredible India and participating state tourism channels.
The MoU also establishes a framework to evaluate Eros Innovation’s Cultural AI technologies for potential integration into Incredible India websites, mobile applications and other approved tourism platforms.
Eros Innovation’s Large Cultural Models: AI That Understands Culture
At the centre of the collaboration are Eros Innovation’s Large Cultural Models (LCMs), which are designed to interpret the relationships between language, history, mythology, music, cinema, traditions and geography.
Beyond retrieving information, Eros Innovation’s LCMs are designed to understand the cultural context connecting places, people and stories.
For instance, a traveller visiting Varanasi could explore the spiritual significance of the Ganga, the city’s musical traditions, architecture and local customs through a single multilingual conversation.
Similarly, a family exploring Rajasthan could discover its forts, folklore, cuisine and cinematic heritage through personalised storytelling.
Developed using Eros Innovation’s proprietary cultural knowledge and rights-cleared entertainment assets, the LCM ecosystem combines language, voice, images, video and interactive experiences.
Official tourism information would remain grounded in Ministry-approved sources and subject to appropriate review.
Experience India: An AI Travel Companion for Every Journey
Another key element of Eros Innovation’s vision is Experience India, an intelligent and multilingual travel companion designed to assist travellers before, during and after their visits to India.
Before arriving in the country, visitors could describe their interests and receive destination recommendations along with cinematic previews.
During their journeys, the proposed AI companion could explain monuments, traditions, festivals, cuisine and cultural experiences in travellers’ preferred languages. It could also help visitors explore relevant destinations and visitor services.
After returning home, travellers could, with their consent, create personalised cinematic memories and continue discovering India’s cultural heritage.
Powered by Eros Innovation’s Cultural AI, the proposed companion aims to go beyond answering questions by assisting travellers with planning and other authorised tasks.
The technology will be evaluated for potential integration into existing Incredible India digital platforms and participating state tourism services, subject to technical and institutional approvals.
Eros Innovation to Bring India’s Beloved Characters and Cinema to Life
A distinctive element of Eros Innovation’s vision is the integration of its extensive film, music and character heritage with India’s real-world tourism destinations.
Selected rights-cleared Eros characters and specially created fictional AI cultural companions could guide families and international audiences through India’s stories, traditions and heritage.
Through a proposed Screen-to-Destination experience, travellers could discover locations where memorable film scenes were shot, explore the cultural history of those places and create journeys around them.
The initiative aims to use familiar characters to make India’s heritage more accessible to younger audiences. At the same time, multilingual storytelling could help international visitors engage with the country’s diverse cultural traditions.
The initiative also envisages interactive destination experiences at tourism exhibitions, airports and visitor centres, subject to relevant permissions.
Eros Innovation to Produce 50 Films for Global Tourism Promotion
Under the MoU, Eros Innovation will create 50 short destination films using appropriately rights-cleared material from its content repository.
The films will highlight India’s landscapes, spiritual destinations, cultural traditions and lesser-known attractions.
The Ministry of Tourism will support a 50-week promotional programme through Incredible India and participating state tourism channels.
The collaboration will also cover specially curated content for international tourism exhibitions, engagement with state tourism departments, technology workshops and AI-enabled training programmes for tourism professionals and creators.
Under the MoU, Eros Innovation will be recognised as a non-exclusive, non-binding and non-financial Cultural AI and Experience Technology Knowledge Partner.
Swaneet Singh, Co-President, Eros Innovation, said: “India is not simply a collection of destinations. It is a living civilisation of extraordinary stories, languages, traditions, music and cultural experiences. Through our Large Cultural Models, we have an opportunity to make this heritage more accessible, interactive and personal for travellers worldwide.
Our vision is that people should be able to imagine India before arriving, experience its culture more deeply during their journey, and carry those connections long after returning home. We are honoured to collaborate with the Ministry of Tourism to help bring India’s extraordinary cultural legacy to life through responsible innovation.”
Gajendra Singh Shekhawat said: “Cinema has the power to inspire people to explore new destinations and experience different cultures. Through this collaboration, we aim to bring the stories of Incredible India to a wider global audience and strengthen Bharat’s position as a leading tourism destination.
Eros Large Cultural Models, multilingual AI companions and interactive characters offer exciting possibilities to help travellers connect more deeply with India’s heritage, destinations and living traditions.”
