Soft power in today’s day and age of complex geopolitics has departed from the conventional nomenclature given to it. As a concept, today it is intrinsically woven into communication protocols, defining perceptions and incorporating a different interconnect with policy, outreach and narrative building. With the times, the notion of soft power has drastically changed since Joseph Nye coined the term in the 1980s. While the ability to influence was limited in scope and objective earlier, it operates today in a much more complex matrix – a matrix that is outlined by new ideas, algorithms, influence, persuasion and credibility aspects.

Soft power today operates within the complex architecture of state and non-state actors. Through its varied tools, the concept has become extremely dynamic, always in the search of viability, effective relationships, partnerships, consistent engagement and appeal within the parameters of national and global boundaries. Soft power today when applied in real politics reflects deep insights, aspirations and comprehensive trust. It is no longer limited to a cultural framework. It has become an essential ingredient to showcase growth, progress, legacy, strategic positioning and a value system that reinforces its connection with policy, institutions and people.

As a concept it has become an essential ingredient to people – centric development, governance, narrative setting and public-oriented diplomacy. While culture remains the cornerstone of soft power, it is the variations offered within the concept that have made the idea a must-win input in the practice and performance of diplomacy and foreign policy. This has become more challenging in the light of the ‘Digital Age’ we all live in. Tech-driven growth and deep-tech partnerships colour soft power through different shades and templates. In the contemporary global order, the credibility of a nation is no longer shaped only by its economic........

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