Israel Looks to Learn from India's Diplomatic Playbook to Win the War of Narratives

In an era where wars are fought not just on battlefields but also in the court of public opinion, Israel is reevaluating its approach to global narratives. Historically reliant on overwhelming hard power, Israel now finds itself outmaneuvered in the information war. This challenge is particularly acute in the ongoing Gaza conflict, where influential media platforms such as Al Jazeera and TRT have shaped much of the global discourse.

Recognizing this shortfall, Israeli Ambassador to India, Reuven Azar, recently praised India's deft combination of hard and soft power. In a conversation with editors of The Times of India, Azar highlighted how India has managed to navigate complex international challenges, effectively countering oppositional narratives without solely relying on military might.

India’s Approach: Balancing Hard and Soft Power

India has long demonstrated an ability to blend military capability with strategic diplomacy, allowing it to maintain influence while navigating sensitive issues. This duality is evident in its response to the Israel-Palestine conflict. While supporting Israel’s right to self-defense against terrorism, India has also consistently called for a ceasefire and supported Palestinian causes at international forums like the United Nations General Assembly (UNGA).

In 2023 alone, India contributed $5 million to the United Nations Relief and Works Agency for Palestine Refugees (UNRWA) and voted in favor of ten out of thirteen UNGA resolutions on the issue. These actions reflect India's nuanced strategy of addressing humanitarian concerns while safeguarding its geopolitical interests.

Israel, on the other hand, has traditionally prioritized military strength, often overlooking the importance of shaping international perceptions. Azar candidly admitted this imbalance, noting, “We haven't been investing enough [in soft power] because most of our investment went to hard power.”

Challenges in Shaping the Narrative

Israel’s current military offensive in Gaza underscores the complexity of modern warfare. While its stated objective is the decimation of Hamas' military infrastructure, the conflict has drawn sharp global criticism, with widespread support for the Palestinian cause. As Azar noted, Israel’s position as the sole Jewish state in the region leaves it numerically outnumbered in international forums and narratives.

One area of divergence between Israel and India is the latter's support for UNRWA, which Israel has criticized for allegedly enabling anti-Israel propaganda. Azar expressed hope that India might redirect its aid to other channels, stating, “We prefer that they divert their assistance to the needy people through other channels.”

Learning from India’s Success

Israel's interest in India's approach highlights a broader recognition of the need to engage more effectively with global audiences. For India, this success stems from an ability to craft narratives that resonate both domestically and internationally, leveraging tools such as media diplomacy and strategic partnerships. By amplifying its cultural and humanitarian initiatives, India projects itself as a responsible global actor, even while addressing its security challenges.

A Fragile Regional Landscape

The conversation between Azar and Indian officials also touched on the broader dynamics of West Asia. Israel’s immediate objective in Gaza remains clear: dismantling Hamas’ ability to rearm and fostering a new order in the region. However, the long-term path to stability remains fraught. The Knesset’s recent rejection of a two-state solution, citing security concerns, underscores the deep mistrust between Israel and Palestine.

In the broader Middle East, shifting power dynamics are also at play. Azar pointed to the weakening influence of Iran and the evolving roles of regional players like Turkey and Russia. While Turkey’s support for Syrian opposition factions has created new fault lines, extremist groups such as Hayat Tahrir al-Sham pose additional risks to regional stability.

Israel’s Path Forward

Israel’s acknowledgment of its soft power deficit marks a significant shift in its strategic outlook. By learning from India’s diplomatic successes, Israel aims to balance its military capabilities with a more effective narrative strategy. This transition won’t be immediate, but as Azar’s remarks suggest, it is a priority for Israel in the face of mounting international scrutiny.

The Gaza conflict and its ripple effects serve as a stark reminder that wars are no longer confined to physical battlegrounds. In the interconnected world of social media and 24-hour news cycles, winning the war of narratives is as crucial as achieving military objectives.