New Delhi (26.12.2025): A book discussion was organized at India International Center (IIC) on ‘The Age of Influence: Thoughts on Communication in Geopolitics, Soft Power and Branding’, which is a collection of articles on the themes geostrategic communication, soft power, cinema, rampant usage of artificial intelligence, decoding branding and the relevance of film festivals. The book is written by Chaitanya K Prasad, a former civil servant and a former Director, IFFI, along with his co-authors Zoya Ahmad and Vaishnavie Srinivasan.
The book brings together a collection of over 50 published articles and reflections that trace the evolving contours of the communication landscape in recent times. Spanning a wide range of themes: media narratives, public policy, branding, soft power, film festivals, celebrity culture, sports diplomacy, and geostrategic communication.
The book has been curated to mirror the complexity and dynamism of the communication domain as it exists today. Over the past year, the architecture of communication has undergone significant shifts. It has moved from being a static system of transmission to becoming a living, ever-changing mechanism that shapes how individuals, institutions, and nations perceive and are perceived. The traditional boundaries between message, medium, and meaning have blurred. Every issue, be it political, cultural, social, or cinematic, has been debated and reframed in real time across a media landscape that is more interconnected and volatile than ever.
The book discussion had an illustrious panel with members from academia, media, research and culture. The panel included Prof Amitabh Mattoo, Dean, School of International Studies, Professor and Chair, Centre for International Politics, Organization and Disarmament (CIPOD), School of International Studies, JNU; Nitin Gokhale, Author and Senior Journalist; Sidhant Sibal, Assistant Editor Foreign Affairs, WIO News; Capt Alok Bansal, Executive Vice President, India Foundation and the Secretary General, Asian Eurasian Human Rights Forum; Chaitanya K. Prasad, Head Communication and Outreach, MOE, GOI & Author of the Book. The discussion was moderated by Manjari Chaturvedi, Author & Classical Dancer and chaired by K N Shrivasatava, Director, IIC.
Speaking during the discussion, the author highlighted that the book seeks to explore how modern instruments of communication can be converged into coherent ideas that shape public perception, national narratives, and global influence. Rather than treating communication as a siloed function, the book positions it as a strategic tool central to diplomacy, policy, and nation branding.
Panelists noted that in an era marked by global uncertainty and information overload, The Age of Influence goes beyond being a compilation of essays. It offers a critical examination of how influence is constructed, contested, and exercised among nations. The discussion underlined the need for deeper national debates, across universities, public policy platforms, and institutions, on understanding narratives and leveraging communication instruments to advance national interests.
The book was widely acknowledged as a timely and insightful contribution to contemporary discourse on soft power, strategic communication, and global diplomacy, serving as a valuable reference for researchers, policymakers, students, and general readers alike.
