India’s Media Campaigns Face Pakistan’s Resilient Counter-Narrative

In the shadowy realm of modern geopolitics, India and Pakistan continue their decades-long confrontation through increasingly sophisticated means that go beyond traditional warfare. Analysts observe that both nations have evolved their strategies from conventional military engagements to psychological operations and information warfare, with profound implications for regional stability.

Since Partition in 1947, India has employed what military strategists refer to as “subduing the enemy without confrontation” – a concept drawn from Sun Tzu’s Art of War. This approach has manifested through various tactics including misinformation campaigns, propaganda efforts, and psychological operations aimed at isolating Pakistan internationally.

Pakistan’s continued existence, despite being the smaller power in the conflict, stems largely from what observers identify as extraordinary resilience during periods of crisis. This psychological fortitude has allowed the country to withstand external pressures and internal challenges alike, often emerging with renewed determination after each confrontation.

The relationship between these nuclear-armed neighbors exemplifies what scholars call “post-truth politics” – a condition where emotional appeals and personal beliefs have greater influence on public opinion than objective facts. As international relations expert Vittorio Bufacchi notes, “Post-truth is a murky concept, but it should not be confused with a lie.” The line between truth and falsehood blurs considerably when strong emotions dominate discourse.

The evolution of these psychological tactics can be traced through successive conflicts. During the 1947 Kashmir war, radio broadcasts served as the primary propaganda tool. By 1965, the arsenal had expanded to include newspapers, photography, and even poetry. Notable Pakistani poets like Faiz Ahmed Faiz and Ahmad Nadeem Qasmi managed to inspire nationalist sentiment without demonizing the adversary – striking a balance between patriotism and restraint that contrasted with more aggressive Indian messaging.

The 1971 conflict that resulted in Bangladesh’s independence represents what many experts consider the most successful implementation of India’s psychological warfare strategy. Taking advantage of Pakistan’s internal difficulties, India exploited existing fault lines through carefully crafted messaging that widened the divide between East and West Pakistan. The resulting trust deficit accelerated the breakup of Pakistan, though it did not achieve what some Indian strategists reportedly desired – the complete dismantling of the Pakistani state.

The 1999 Kargil conflict marked a significant turning point, earning the designation as “the first Indo-Pak televised war.” Television brought battlefield images directly into living rooms across both countries, with Indian media broadcasting continuous coverage that blended factual reporting with nationalist narratives. This approach has since been reinforced through Bollywood productions like “Shershaah” that frame historical events through an emotional, patriotic lens.

Digital technology has transformed this psychological battleground. During the 2016 Uri attack and subsequent “surgical strikes,” social media became the primary theater of operations. Both countries deployed hashtag campaigns, automated bots, and targeted messaging to shape public perception. The 2019 Pulwama-Balakot crisis saw media outlets acting as “escalatory agents,” amplifying calls for retaliation and national honor above diplomatic solutions.

India’s strategy has extended to international forums as well. Pakistan’s placement on the Financial Action Task Force (FATF) Grey List in 2018 came amid what Pakistani officials describe as a coordinated misinformation campaign. The EU Disinformation Lab has documented networks of fake news websites and questionable NGOs that appear designed to influence international opinion against Pakistan.

Looking forward, analysts project that future confrontations between India and Pakistan will increasingly take place in the digital realm. A hypothetical 2025 flashpoint would likely feature deepfake videos, coordinated meme campaigns, and sophisticated influence operations alongside any physical conflict. India’s hypothetical “Operation Sindhoor” and Pakistan’s countermeasure “Operation Bunyan ul Marsoos” would play out across social media platforms as much as on any battlefield.

Water security represents another emerging front, with India’s alleged violations of the Indus Waters Treaty demonstrating how resource control can be weaponized in regional rivalries.

Three foundational elements define this evolving conflict: the clash of deeply held emotions rooted in historical grievances; sophisticated narrative engineering that shapes public understanding of events; and the strategic application of Sun Tzu’s principle of indirect confrontation.

While both nations employ these tactics, analysts note a critical difference in approach. Pakistan presents its operations as defensive and oriented toward maintaining sovereignty, whereas India’s actions appear more focused on regional dominance. This fundamental divergence in strategic objectives continues to shape the contours of South Asian geopolitics, with implications extending far beyond the subcontinent.