Rajamouli's Kenya Shoot Ignites India-Africa Entertainment Synergy

As of October 2nd, 2025, renowned Indian filmmaker SS Rajamouli is making headlines across Africa for his decision to shoot portions of his next big release in Kenya. Rajamouli recently confirmed that SSMB29 will feature scenes filmed in the country's diverse landscapes, including the Masai Mara, Naivasha, Samburu, and Amboseli regions. The filmmaker has expressed his excitement about the "once-in-a-lifetime" experience and praised the Kenyan government's support and hospitality.

Rajamouli's Kenya sojourn has the potential to serve as a catalyst for a more sustained India-Africa engagement in the media and entertainment industry. India's cinema has long been a powerful instrument of soft power, with Indian films connecting emotionally with audiences worldwide. The country's media and entertainment sector is valued at around $29.4 billion and is projected to cross $50 billion by 2030. Meanwhile, Africa's own E&M industry is booming, with the potential to generate $20 billion in annual revenues and create 20 million jobs by the end of the decade, according to a UNESCO study.

The synergy between the two regions is clear. India can leverage its production scale, technical expertise, and distribution muscle, while Africa offers rapidly expanding markets, distinctive locations, and untapped creative talent. Together, they represent a market worth tens of billions of dollars, with the potential for significant growth in the coming years if key policy, distribution, and skills challenges are addressed. Collaborations in areas such as co-productions, location services, and content distribution can create new opportunities for both the Indian and African entertainment industries.