India’s Communication Missteps in Operation Sindoor
Foreign Secretary Vikram Misri at Raisina Tokyo Dialogue 2025 and Rajya Sabha MP Sanjay Jha in Japan (Image credit X)
Three key Communication Gaps in Operation Sindoor Undermined Global Narrative
By Manish Anand
NEW DELHI, May 23, 2025 – India’s recent military operation, Operation Sindoor, targeting terrorist infrastructure in Pakistan and Pakistan-Occupied Kashmir (PoK) following the April 22, 2025, Pahalgam attack that killed 26 people, has reignited tensions with Pakistan. While the dust from this conflict settles, India’s diplomatic offensive—deploying seven all-party delegations to global capitals—aims to shape the narrative on terrorism. However, the effort is faltering due to a flawed communication strategy that has ceded ground to Pakistan’s narrative in the global media.
Three all-party delegations are currently engaging foreign audiences. The delegation led by JD(U) MP Sanjay Jha in Tokyo has struggled for visibility, overshadowed by the high-profile Raisina Tokyo Dialogue 2025, which focused on India-Japan ties. Japanese media, such as The Japan Times, prioritized coverage of Foreign Secretary Vikram Misri’s address over Jha’s meetings. Similarly, delegations led by Shiv Sena MP Shrikant Shinde in Dubai and DMK MP Kanimozhi in Moscow have received warm receptions but limited international media traction.
In his keynote at Raisina Tokyo 2025, Misri articulated the delegations’ core message: “Victims and perpetrators of terror attacks cannot be equated.” This stance seeks to rally global support for India’s zero-tolerance policy on terrorism, particularly after the Pahalgam attack. Yet, the delegations face an uphill battle, hampered by timing and execution. Narratives in conflicts are shaped swiftly, often within days, and MPs lack the clout to set agendas in foreign capitals. Diplomats, too, struggle to compete with real-time media coverage that drives global perceptions.
A Flawed Communication Strategy
Defence correspondents in New Delhi point to three critical missteps in India’s communication approach during and after Operation Sindoor. First, the Ministry of External Affairs (MEA) took center stage in briefings over the Armed Forces, which executed the strikes. While featuring Colonel Sofia Qureshi and Wing Commander Vyomika Singh alongside Misri amplified the operation’s initial announcement, defence reporters argue this should have been a one-day event. “The MEA briefings meant invitations went to foreign affairs reporters, but the story belonged to the military,” said a defence beat correspondent. Subsequent updates from senior military officials, like Air Marshal AK Bharti, could have lent greater credibility and focus.
Second, India’s communication strategy targeted domestic audiences, leaving the global narrative to foreign media, which often leaned toward Pakistan. “Pakistan provided easy access to foreign correspondents, allowing their narrative to spread quickly, even if one-sided,” noted another defence journalist. In contrast, international media depended on official briefings only for information that may have hindered its ability to counter Pakistan’s framing of the conflict.
Third, Indian television’s sensationalism undermined its credibility. Outlets broadcast unverified claims, such as “India capturing Karachi” or “Pakistan’s General Asim Munir arrested,” which became fodder for ridicule. “Indian TV entered narrative warfare blindfolded, firing off fake stories without cross-checking, while anchors screamed and defence correspondents scrambled to fill airtime,” the journalist added. Far from serving as a secondary source for global media, Indian television became a liability, eroding trust even among domestic audiences.
The Cost of Missteps
The communication gaps have had tangible consequences. Foreign media coverage, as seen in outlets like Al Jazeera and BBC, often highlighted Pakistan’s perspective, portraying India’s strikes as escalatory. This bias, defence correspondents argue, stems from Pakistan’s proactive media engagement, including site visits for journalists. India’s failure to match this access allowed Pakistan to dominate the narrative, framing itself as a victim despite evidence of terrorist camps in PoK.
The all-party delegations, while a diplomatic step, are too late to reshape perceptions formed in the conflict’s immediate aftermath. Geopolitical experts note that India’s military success in Operation Sindoor—disrupting terror networks—has not translated into a narrative victory. Pakistan’s losses, including targeted infrastructure, were offset by its media savvy, while India’s gains risk being overshadowed by communication lapses.
A Path Forward
To reclaim the narrative, India must prioritize real-time, transparent communication during conflicts. This includes empowering military spokespersons to brief global media, granting controlled access to operation sites, and countering misinformation swiftly. The MEA should coordinate with defence officials to ensure a unified message that resonates internationally. Indian media, too, must exercise restraint, verifying claims to avoid self-inflicted damage.
As Misri emphasized at Raisina Tokyo, global clarity on terrorism is critical. India’s delegations can still amplify this message, but only if paired with a robust communication strategy that learns from Operation Sindoor’s shortcomings. In an era of instant narratives, India cannot afford to lag behind.
Note: Views expressed are the author’s own and do not necessarily reflect those of TRH News.
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