Past Event

Brand India: The Soft Power Evolution

May 1, 2019 | 18:00 - 19:45
  • Kings College London, Bush House, London WC2B 4BG


Ahead of the event, some of our panelists wrote on their perspective of how India utilises its soft power:

Mira Kaushik OBE:                                                                                                          India’s Soft Power – A long shot perspective

Dr. Kamini Gupta: India’s Soft Power: Empowering people to share their ‘Incredible Indian’ story

As a recent conference by the India Foundation and the Indian Council for Cultural Relations (ICCR) in Delhi showed, soft power is playing a greater role in India’s foreign policy. PM Narendra Modi’s Wembley show in November 2015 showed just how strong a brand India could become. Daily Telegraph journalist Radhika Sanghani said at the time “Modi has managed to connect with young British Indians in a way other Indian PMs haven’t been able to in the past – he’s been in touch with all generations and his use of social media makes him seem like a ‘modern PM”.

But soft power is a catch-all phrase and India is far behind the coordinated global approach of others such as the British Council and Goethe Institute. It can mean promoting a country through cuisine, its people, public diplomacy, art and culture, performing arts, yoga, craft and design, cinema, Ayurveda, education, spirituality, tourism, language and literature and more.

Where is India placing increasing emphasis and what factors have influenced this? Is the focus on India’s soft power on a global stage enough, or does India still undersell itself? How could this change over the coming few years?

Come meet expert panellists from the world academia, arts and politics talk about what they see as India’s evolving soft power diplomacy. Panellists include:

  1. Dr. Kamini Gupta, Lecturer, King’s Business School, King’s College London (Moderator)
  2. Andrew Whitehead, BBC Correspondent and former Editor of BBC World Service News
  3. Mira Kaushik OBE, Director, Akademi
  4. Raoul Bhavnani, Co-Founder, The India Center Foundation, USA
  5. Salil Tripathi, Advisor, Bridge India; Author and renowned journalist

The timings are:

  • 6:00pm Registrations
  • 6:30pm Panel discussion
  • 7:45pm Close and networking

This event is organised by King’s College London and Bridge India, a new progressive non-profit think tank dedicated to discourse on public policy for the betterment of India.

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"You must not lose faith in humanity. Humanity is an ocean; if a few drops of the ocean are dirty, the ocean does not become dirty."

– Mahatma Gandhi