October 8, 2025
NEW DELHI – In the age of disruptive transformation and unpredictable communication streams, policy makers, analysts and stakeholders are in search of panacea that positions a nation uninterruptedly and seamlessly in the global ecosystem. Storytelling and perception have become extremely complex for this reason. Soft power through its equations, ingredients and partnerships is being viewed as the vibrant path to reinforce positivity in storytelling and being part of the global narrative process.
The term soft power, coined by Harvard professor Joseph Nye in the 1980s, originally referred to a country’s ability to shape the preferences of others through appeal and attraction, rather than coercion or force. While Nye focused largely on American cultural exports and value systems, India’s approach to soft power has been more layered, rooted in its civilizational depth, democratic ethos, and an inclusive, pluralistic vision of global engagement. Soft power pillars include a range of themes, ideas and tools under various segments that influences the global ecosystem:
�Culture: Popular culture, traditions and cultural exchanges.
� Political Values and Governance: Democracy, freedom, justice, human rights and transparency.
�Foreign Policy: Peaceful diplomacy, multilateralism, Development aid and humanitarian assistance, non-aggressive global engagement
� Education and Knowledge Systems: Global reputation of universities, scholarships and academic exchanges, international students and research collaborations.
�Media and Communication: International broadcasting (news, films, etc.), Digital outreach and global influence through social media.
�Business and Innovation: Global brands and start-ups, technological advancements and intellectual property, ethical and sustainable business practices.
�Diaspora and People-to-People Links: Global presence of diaspora communities, remittances and cultural bridges, civic engagement in host countries In the geopolitical imbroglio today, there is a frantic search for productive ideas and innovative thoughts that could trigger and cover a positive mindset amongst nations struggling to find peace, calm, hope and aspiration in their quest for collaboration, cooperation and partnership. Soft power dynamics today is becoming the defining moment for countries to undertake positive themes, paths and ideas in the governance and multilateral framework. The operational dynamics are subtle, focused, people-centric and unconventional.
It today plays an important role in global policies and cultural relations through subtle moves, content messaging and communication tools. As a consequence, today soft power equations have effectively harnessed the global ecosystem to develop innovative equations amongst nations and stakeholders. Such themes weave ideas that resonate globally, adding value and serving as instruments of outreach and partnership. These dynamics in the current day and age have woven ideologies, perception networks, interactions and created an ecosystem based on the 5Cs: Collaboration, Cooperation, Cohesion, Convergence, Coordination. As a process it has connected people and generations to bring about fresh thinking in the era of ideas and instant communication.
As a collation of ideas, it has successfully transcended institutional barriers, influenced opinion and brought forth captivating narratives. Over the past decade, India has redefined this term through distinctly indigenous lenses. The collation, collaboration, and curation of new ideas, themes, and platforms have reshaped how we understand and apply soft power. From yoga and ayurveda to cinema, cuisine, education, and digital infrastructure, India has offered a fresh ‘cuisine of thought’, blending tradition with modernity. These exports are not just cultural; they are connectors, linking India with people, policies and perceptions across geographies. India’s pride of place in the global soft power discourse today is no accident. It is the result of strategic clarity, cultural confidence, and a reimagined diplomatic approach grounded in lived culture rather than formal posturing Prime Minister Narendra Modi’s leadership has given soft power a renewed focus, anchored in participatory energy, collaboration, and innovation.
What has emerged is a people-first soft power matrix, lived through festivals, amplified in films and echoed across student exchanges, diaspora engagement, and tech-enabled global outreach. Cinema as part of the soft power outreach has served as the diplomatic tool and insightful medium to convey ideas through knowledge sharing, storytelling and influencing relationships in the creative world. As a medium of expression, it has acted as a creative bridge engaging with themes and stories that reflect and discuss the complexities of life. The visual portrayal of ideas acts as an instant connect conveying the message of cinematic partnerships exchange and conversation. We may recall the “Namaste” gesture by Conan O’Brien at the Oscar awards ceremony last year.
The gesture was not mere symbolism. It reinforced the idea of “Vasudev Kutumbkam” It also showcased the power of the silver screen to bring artists, audiences and creators of storytelling together globally. Namaste at the Oscars has certainly shown the evolution of Indian Cinema. The world today is ready to accept and acknowledge every idea, frame and story evolving in the rich cultural tapestry of Indian cnema. Soft power dynamics has also seen a seamless transition due to proactive use of technology and communication tools that has blurred the geographical boundaries between countries. The centrality of soft power engagement is an important outreach strategy today.
The reasons are many. Due to the instant communication rush and prevailing matrix, stakeholders are seeking to place and position the message and narrative at an unprecedented momentum. Storytelling through soft power tools has become a viable option for state craft. Soft power dynamics is seen as balancing trust as a strategic asset with perception and posturing in power dynamics. In the current dynamics, soft power echoes the civilizational depth of countries like India, iterating a pluralistic mode of engagement, a fresh cuisine of thoughts weaving together people, policies and perception. As a concept, soft power connects the world with vision, value, voice and variety, thereby delivering experiences.
The writer is a former civil servant who writes on cinema and strategic communication. Inputs provided by Zoya Ahmad & Vaishnavie Srinivasan. Views are personal.