Nation Branding of India: Appraisal of Indian Public Diplomacy Initiatives and Lessons for Pakistan

Abstract

The aim of this research paper is to critically appraise the initiatives of public diplomacy undertaken by Indian government to enhance its image in front of the international community. India has branded itself as the ‘largest democracy’ and 'secular, incredible India' through such initiatives. In the initial section, the concepts of public diplomacy and nation branding are elaborated. The next section focuses on the research questions followed by the main arguments and findings of this paper. India has embraced public diplomacy initiatives to enhance its brand image as an attractive destination for economic investment, trade and tourism. The successful nation branding has contributed in the economic growth of India during the last few decades. The branding techniques could be studied as a model, by other developing states like Pakistan, in order to learn how to mask the domestic issues by projecting a constructed image through effective public diplomacy. The last section of the paper emphasizes that in the battle of narratives, Pakistani diplomats need to actively counter the Indian narratives to present a soft and positive image of Pakistan.

Keywords: Nation Branding, Public Diplomacy, Public Opinion, India, Pakistan, Foreign Investment, Soft Power, Propaganda, Soft Power League

JEL Classification: F23, Z18, Z19, Z30, Z32, Z33, Z38, Z39, M31