Branding and Messaging of a Conflict

Operation Sindoor was crisp and clear in its intent. There was a rush to register the name as a title for future creative works in cinema, books, and more that could come by

- HARISH BIJOOR

The week gone by has been one of tremendous tumult. On May 7, "Operation Sindoor" began. India launched carefully calibrated missile strikes at terror hubs of Jaish-e-Mohammed and Lashkar-e-Taiba in Pakistan, causing quick damage and in many ways told Pakistan that India will not be a quiet bystander if terror groups nurtured and protected within that country hurt Indians.

The nation was expecting retribution, and these strikes, quite within the philosophy of previous surgical strikes India has carried out in response to terror attacks (Balakot and Uri included) within Pakistan, were India's response to the dastardly Pahalgam attack on tourists.

Pakistan responded, targeting military installations within India. Mortar shelling across some of the 3,323-km border with Pakistan began, as did drone attacks that hurt and killed many. At this point, we are not too sure of the number of casualties in both countries, but the output of this skirmish has been many lives, civilian and military.

What began all of a sudden has died down at the same pace, it seems. A cease-fire (apparently mediated by the USA) is in place. There is much to learn (and a lot to praise and berate) from this skirmish. Let me list a few from the perspective perch I sit upon. Do take it with a pinch of salt, if not a whole shovel, but consider it for whatever it is worth. My top five.