In this episode of Industry Spotlight by Creative First, Atika Farooqui, Artist, Celebrity Host, Actor, Tedx Speaker, Lyricist, joined Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, to reflect on her journey across media and technology’s evolving role in storytelling.
Atika began by discussing her experience hosting the official satellite event for the India AI Impact Summit 2026 hosted by MPA-FICCI,titled “Rewarding Our Creative Future in the Age of AI – Strengthening India Through Innovation, Trust and Talent”, where she described artificial intelligence as an increasingly central force in content creation. She pointed to its growing use across film and music, raising critical questions around authorship, ownership, and intellectual property. As AI-generated content expands, she noted the urgency of developing legal frameworks around IP and personality rights.
Reflecting on a career spanning over two decades across networks like Star India, Network18, and Viacom18, Atika described a path shaped by curiosity, adaptability, and a commitment to meaningful storytelling. Rooted in literature, theatre, and performance, her approach has remained process-driven rather than goal-oriented.
She drew a clear distinction between news and entertainment storytelling—one grounded in accuracy and immediacy, the other in emotional resonance and memory—emphasizing the importance of maintaining that separation. She noted that her creative voice has been deeply influenced by poetry, her upbringing in Lucknow, and formative encounters with figures like Shabana Azmi and Dilip Kumar, reinforcing her commitment to language, depth, and nuance.
Offering advice to emerging creators, Atika stressed the importance of aligning personal strengths with market realities while remaining adaptable. She highlighted India’s growing focus on regional narratives, noting their authenticity and global potential, and encouraged creators to draw from lived experience, literature, and cultural memory.
Looking ahead, she expressed optimism about AI’s role in democratizing storytelling, while underscoring that originality and human perspective remain essential. For Atika, the future lies in balancing technological innovation with authentic, meaningful narratives.
