Sugar & SpiceIndia’s Soft Power: A Case Study

Asma Masood Chennai Centre for China Studies

What is Soft Power ?

• Joseph Nye (2004): “The ability to get what you want through attraction rather than coercion or payment”

Three Resources Of Soft Power

1.Culture

2.Foreign Policy

3.Values: DEMOCRACY---?

Brand Modi - . Brand India - ?•Public Relations Strategy: Perseverance, Hard work & Economic Prowess•Policymaking•Interest evoked by relatively new leadership

Superpower of Social Media

Most “Power Packed” Selfie

Twitter : •12 million + followers•Visual messages

Buddhism

•“Look East, Act East” + Bridge of Buddhism

•Ancient linkage

•Tibetan Dimension

Buddhist temple at Louyang, China: •Dedicated by India

•Materials from Kota, Jaisalmer

YogaWellness for the body …& bilateral ties

•Exercise is motivation, not spiritual leaning•Proof in numbers•Cost Factor

‘Brand India’ beckons Chinese businessmen

•Visas to Chinese businessmen: 4-fold increase to 60,000 (2004-2010)•Two-way Trade: USD 71 billion (2014) •21 Agreements: USD 22 billion (2015)•“China is Factory of the World”, “India is back office of the world”•E- visa: Criticism

Bollywood’s Charm Offensive

•3 Idiots: “Breached the Great Wall”- Rs. 11 crore•PK: USD 20 million

•China Film Group Corporation (CFGC) : 5 Indian films out of 34 foreign film/year•Kung Fu Yoga

POWER OF CELLULOID

Linguistics: Communicating Across Borders

• Boosts tourism • Breaks ice in the

boardroom • Centre for India Studies

at Peking University: 2003: India gave Rs.50 lakhs…Courses are oversubscribed!

• Chinese IT personnel travel to Bengaluru to pick up local lingo

• Complements Chinese learning curve

Fast Track Soft Power: Track II Dialogue

•Modi Visit: 'India-China Think Tanks Forum‘

1. The China Institute of Contemporary International Relations - IDSA

2. China Reform Forum - Aspen India

3. United Service Institution of India - China Institute for International Strategic Studies

4. Indian Council of World Affairs - Chinese People's Institute of Foreign Affairs

•Bangladesh China India Myanmar Forum

•BCIM - EC

Diaspora Dividend

•45, 000 Indians in China

•Create local job opportunities

•Goodwill and brotherhood

•Twofold path of reporting on Indian scenario

•Modi visit: 'High Level Media Forum' Agreement between China & India

•Solution: Arrange field visits for Chinese state media

Managing the Chinese Media’s India Perspective

Why Has There Been a Gap in Promoting India’s Soft Power Strategy?

• Joseph Nye: Limits of soft power • 1962 war• Chinese media perception• Restrictions on release of Indian movies • Track – II : Recent success• Yoga: Price factor

The Future of India’s Soft Power in China

• ‘Spice’ Soft Power Institute• Mausam; Spice Route• Indian dance forms• Art• Media involvement; Social media• CSR• Sports• Address the challenge of soft power vs. hard

power

Creating SUPERBRAND INDIARECIPE FOR SUCCESS

• Harnessing the Diaspora dividend

• Improving Public Diplomacy

• Image building

• Customized content

• Collaboration between MEA and private advertising agencies

“All iz well!”