Diwali: The Diplomacy of Light and Culture

The idea of "soft power," introduced by American political scientist Joseph Nye, is extensively applied in contemporary international relations. This strategy enables nations to advance their interests without having to utilise military force. Soft power, as it is understood today, gained prominence after the Cold War, when the United States became the sole superpower.

Illustration by The Geostrata

The “unipolar moment” that the U.S. experienced after the fall of the Soviet Union saw both advancements and challenges that could not be effectively addressed through hard power strategies.

Gradually, soft power has evolved into a significant strategy for international relations, as nations aim to win favour through persuasion rather than coercion.

Indian civilisation, being one of the oldest civilisations known to mankind, comes with a culture and heritage enriched in it. Its culture, philosophical trends like yoga and meditation, have been a huge attraction for the world. Using these attractions to its benefit, India has used these soft influences as a diplomatic power.

When understanding what makes India such a promising country, its emphasis on music, food, fashion statements, literature and heritage makes it a cultural diplomatic gold.  It is essential to recognise that the people are the primary influencers of India’s “soft power.”

India has utilised various strategic measures that have shaped how an ancient and culturally rich nation can effectively harness its own heritage and project soft power. For centuries, India has demonstrated its "soft power." 

Throughout history, India has served as a melting pot for numerous religions, communities, languages, cultures, and customs.

In an effort to connect with the Indian diaspora in 1948, then Indian Foreign Minister Menon reached out to the "leaders of Indian missions and post offices abroad" to gather information regarding their Indian heritage, employment, economic and political circumstances, and interactions with those countries.

The globalisation of Bollywood films has escalated with the rise of streaming services. Netflix and Amazon Prime have listed Indian movies among the top 10 in 70 different countries, fueled by increasing interest not only from the diaspora but also in alternative forms of Hollywood.

India boasts a wealth of talent and is home to many recognised filmmakers globally. Notable Indian cinematographers include names like Vishwanath, Bapu, Satyajit Rai and more. Furthermore, competition from Nigeria's Nollywood and South Korea's cinema pushes Bollywood to invest in cross-cultural partnerships and grow its audience. 

PHILOSOPHICAL FOUNDATION: VASUDHAIVA KUTUMBAKAM

India was the source of cultural diplomacy in a number of important ways. Since the Asoka era (304–232 B.C.), the phenomenon has gained importance.

Asoka gave up fighting and accepted the dhamma as a tool of state policy. In accordance with the dhamma, he tackled the issue of bringing about harmony among people and coordinating connections with adjacent countries and abroad.

As far as governance is concerned, Asoka's talent is in making the dhamma practical for everyday use. An intricate administrative apparatus was developed in order to do this. Asoka presented the dhammamahamattas, the dhamma officer. They were assigned to other nations as well. Since Asoka's time, the world has undergone a significant transformation. The world is connected today because of technology.

Things, people, and ideas move much more quickly. The focus of foreign relations has shifted from the periphery to the centre in this globalised world. According to Pramajit Sahai, India's Ambassador (in the Indian Foreign Service, 1963–2000), "it is crucial to recognise how culture has become an essential part of the people's and the country's lives in order to comprehend the Indian approach to cultural diplomacy."

Accepting the idea that the entire world is a family is how Indians view the world (Vasudhaiva Kutumbakam). The "Idea of India," which refers to the embrace of an inclusive composite culture, defines it.

Over the years, it has been cultivated and enhanced via acculturation. Its values of democracy, pluralism, and secularism are also reflected in the Indian Constitution. 

INDIA AS A CULTURAL DIPLOMATIC POWERHOUSE

India's approach to diplomacy has always been rooted not just in politics or statecraft, but in the moral and spiritual values of its civilisation. Cultural diplomacy is different from traditional diplomacy, which focuses on talks or military agreements. Instead, it uses the lasting strength of culture to bring people together and create understanding.

It's about communicating without words, and it's the way civilisations talk to each other through shared values, art, philosophy, and traditions. This is the strength of India's soft diplomacy, which is based on the timeless ideas of Sanatan Dharma. Sanatan Dharma means "the eternal way of life", and it goes beyond religion.

It includes universal ideas like harmony, living together peacefully, and respecting all life. These ideas have guided India's relationships with the world for centuries, and they still shape how India presents itself on the global stage today. Sanatan Dharma is very inclusive. It teaches that the divine is present in every being and that everything in the universe is connected.

In modern diplomacy, this means India chooses to talk instead of dominate, to work together instead of forcing others, and to find understanding rather than conflict.

When the world sees the peacefulness of yoga, the spiritual power of meditation, or the joy of festivals like Diwali, they see not just culture, but a living example of India's civilizational diplomacy. 

In this way, India's soft power doesn't rely on clever propaganda, but on the natural appeal of its values; this is a diplomacy of awareness and consciousness. The growing importance of cultural diplomacy in recent times shows how powerful this approach is.

Leaders around the world now realise that influence today is not only about money or military power, but also about inspiring admiration, trust, and emotional connections. India's large community of people living abroad plays a big role in this.

Through temples, cultural groups, film festivals, and yoga centres, they act as unofficial ambassadors of Indian culture, sharing the values and energy of their home country with others.

The idea of "Vasudhaiva Kutumbakam," which means "the world is one family," has become more important in the 21st century as countries try to balance their own interests with the need for global harmony.

GLOBAL ACCEPTANCE: FROM THE WHITE HOUSE TO SOUTHEAST ASIA

India's rich cultural diplomacy is shown through the celebration of Diwali, the Festival of Lights. This festival is not just religious; it represents the universal idea that light defeats darkness, knowledge defeats ignorance, and hope defeats despair. In recent years, Diwali has moved beyond its original cultural roots to become a global event.

People all over the world, from New York to Seoul, Kuala Lumpur to Jakarta, celebrate it with light and joy. In these celebrations, you can see the gentle but strong spread of Indian values like happiness, togetherness, renewal, and thankfulness to different societies.

Every lamp lit in another country is a small act of diplomacy, a glowing message from India to the world.

The Deepotsav of Ayodhya is a great example of modern Indian cultural diplomacy. This event involves lighting millions of lamps along the banks of the Sarayu River, showing the continuous traditions of India's civilisation. It is both a revival of heritage and a sign of cultural pride.

International leaders, including ambassadors and foreign representatives, now take part in the Deepotsav, showing the meeting of ancient traditions with modern diplomacy. The grandeur of the Ayodhya Deepotsav has not only helped the local economy through tourism and craftsmanship but has also shared India's cultural story with the world in a way that words alone cannot capture.

Around the world, countries are starting to appreciate and celebrate the spirit of Diwali. In the United States, the White House honours Diwali by inviting Indian-Americans, showing how much the government values the community's cultural and economic value.

When U.S. Presidents light a special lamp during Diwali, it shows respect, inclusion, and how American values of multiculturalism and Indian traditions of unity through diversity come together. In South Korea, Diwali and the story of Ayodhya are important.

In Malaysia and Indonesia, which have strong historical links to Indian culture, you can see the effects of Indian culture in language, art, and festivals. In Malaysia, Diwali, called Deepavali, is a national holiday celebrated by everyone.

In Indonesia, where most people follow Islam, the Ramayana is still performed at the ancient Prambanan temple, and Diwali events are becoming more popular in big cities.

These examples show how Indian culture has gone beyond religion and continues to bring people from different backgrounds together.

Cultural diplomacy, in this case, doesn't force people to accept it; it encourages them to participate. It doesn't tell people what to do; it invites them to join in. India's way of diplomacy is different from the usual meetings in embassies and international meetings. It shows through art, stories, spiritual beliefs, and shared celebrations.

ECONOMIC DIMENSIONS OF CULTURAL DIPLOMACY

The economic part of India's cultural diplomacy is just as important as the cultural side. Festivals like Diwali create a lot of business activity not only in India but also around the world. Big international brands now make special campaigns and products for Diwali, showing how much Indian culture and customers are growing in influence.

Indian sweets, decorations, clothes, and handmade items find new customers overseas during this time. In this way, culture helps the economy, and soft power becomes real money.

The business world and cultural traditions are now connected, as India's customs help creative industries, tourism, and small businesses.

For example, the Ayodhya Deepotsav has created new chances for artists, sculptors, light designers, and businesses that support tourism. It has become a sign of local strength through cultural renewal.

Also, by showing the spiritual meaning of Diwali, like the victory of good over bad and the start of new life, the festival quietly tells a bigger story about peace, strength, and sustainable growth.

As India tries to be seen as a "Vishwa Guru", a global guide, the message it sends through Diwali and Sanatan Dharma is wise and meaningful. The goal is not to lead by force, but by knowledge.

To teach not by pushing, but by showing. When India shares yoga, Ayurveda, or the festival of lights with the world, it gives tools for balance, health, and happiness, values that are understood everywhere.

This is the diplomacy of light: gentle, long-lasting, and clear. The universality of Diwali gives a feeling that all cultures can understand. In a time of political competition and different ideas, lighting a lamp together shows we share a common humanity. It means there is room for peace even when there are differences, and teamwork even with many cultures.

The "light" that India offers isn't just a metaphor; it's a way to guide peaceful living in a fast-changing world. Cultural diplomacy is also about telling stories.

Every country shares its story with the world, and India's story, through its festivals, beliefs, and traditions, is something that never goes out of date.

The story of Diwali reminds the world that even in the darkest times, light can win; that the human spirit is strong; and that goodness, even when challenged, always wins.

CONCLUSION: THE DIPLOMACY OF LIGHT

Looking ahead, India's main challenge and opportunity is keeping the balance between its rich traditions and modern progress. Cultural diplomacy shouldn't just be about holding festivals and shows; it should become a smart way to connect with others.

It should link cultural traditions with learning, new tech, creativity, and real-life exchanges between people. Using online platforms, virtual events, and working with other countries can help spread India's message even more widely.

This lets the teachings of Sanatan Dharma reach people around the world in fresh and meaningful ways. The real power of India's soft diplomacy comes from being true to itself. It doesn't need to make up stories or create fake symbols; it just needs to share what it has always believed: that everyone is part of one big family, peace starts from within, and culture is the best way to talk and understand each other.

As lamps light up homes across the world during Diwali, they do more than brighten rooms; they show the way toward friendship, kindness, and a shared future.

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BY SIDDHI KHURANA

CENTRE FOR POLITICS AND LAW

TEAM GEOSTRATA

info@thegeostrata.com