The Criticality of Seizing Soft Power

AROUND THE SAME TIME WHEN India has successfully demonstrated its hard power against Pakistan, it has also unravelled to the world, in no less unequivocal terms, a wide spectrum of its growing soft power.

- Raghav Chandra

The Waves conference in Mumbai showcased Indian talent in audio-visual-graphic-technology and its burgeoning engagement in the media and entertainment sectors on a scale that was nothing short of unprecedented. It is another coincidence that Joseph Nye, the person who first coined the phrase “soft power” in his book Soft Power: The Means to Succeed in World Politics, and extolled its relevance along with hard power, should have passed away – just as India asserted that it possessed a credible mix of both soft and hard power. That is why this is an opportune moment to consider areas where we need to build our soft power competencies further.