Geopolitics usually looks like a boring parade of stiff handshakes, grey suits, and vague press releases about mutual cooperation. It rarely involves 90s Shah Rukh Khan soundtracks. Yet, Malaysian Prime Minister Anwar Ibrahim completely changed the script after the BRICS Summit in New Delhi by turning his official social media channels into a masterclass in Bollywood curation.
If you scrolled through Instagram recently, you probably ran into his posts. Instead of dry administrative recaps, Ibrahim paired his diplomatic meetings with iconic tracks like Dil To Pagal Hai, Chale Chalo, and Saathi Haath Badhana. It is smart, unexpected, and frankly, a brilliant stroke of cultural soft power.
Why did this digital charm offensive capture so much attention, and what does it say about modern statecraft? Let us break it down.
The Soundtrack of Statecraft
When world leaders meet, optics matter. Every photo op, nod, and body language cue gets analyzed by intelligence agencies and political pundits alike. Ibrahim bypassed the usual stiff PR playbook and leaned directly into the cultural affection many across Asia hold for Indian cinema.
Consider his specific choices. When posting about his arrival and welcome by Prime Minister Narendra Modi at Bharat Mandapam, he used Tujhe Dekha To Ye Jana Sanam from Dilwale Dulhania Le Jayenge. For subsequent images alongside Modi, he opted for Dil To Pagal Hai.
These are not just random throwback tracks. They evoke a specific era of shared cultural nostalgia. When leaders use popular culture instead of rigid institutional language, they instantly humanize themselves. You stop seeing a foreign head of government and start seeing someone who grew up watching the exact same movies you did.
Strategic Messaging Through Cinema
Music works as a shortcut to emotion. Ibrahim used classic melodies to underscore specific geopolitical messaging without having to type out long, boring diplomatic statements.
- For his meetings with Russian President Vladimir Putin, he selected Chale Chalo from the Aamir Khan-starrer Lagaan. The title translates to "let us move forward," carrying a subtle, fitting undertone for nations navigating complex global alliances.
- When highlighting discussions with the Iranian delegation and President Masoud Pezeshkian, he went back to the golden era of cinema with Saathi Haath Badhana from the 1957 classic Naya Daur, emphasizing collective strength and mutual support.
- Even during his downtime meetings with Indian opposition leaders like Rahul Gandhi and Priyanka Gandhi, he chose Aisa Des Hai Mera from Veer-Zaara to nod toward India's vast cultural diversity.
It is a clever approach. By aligning lyrics about unity, progress, and cooperation with high-stakes international meetings, Ibrahim delivered serious political messaging wrapped in familiar tunes.
The Broader Trend of Pop Culture Diplomacy
Malaysian leadership wasn't the only delegation playing the Bollywood card during the New Delhi summit. Indonesia's Foreign Minister Sugiono also incorporated tracks from Dil Dhadakne Do into social media reels surrounding President Prabowo Suboanto's diplomatic rounds.
We are witnessing a shift in how international relations get communicated. Traditional press statements don't perform well on social media feeds designed for fast consumption. Short-form video reels backed by recognizable audio tracks break through the noise. Global South leaders understand that cultural resonance travels much faster across borders than dry diplomatic cables ever will.
India's External Affairs Minister S. Jaishankar noted that the New Delhi BRICS summit successfully forged consensus amidst a heavily polarized world dealing with multiple major conflicts and fractured global interests. Against that tense backdrop, a little bit of shared cinematic joy offered a welcome breather.
Soft power has always mattered, but in the current digital ecosystem, it moves at the speed of an Instagram algorithm. Ibrahim proved that a well-timed nostalgic track cuts through diplomatic red tape better than a thousand press releases.
Keep an eye on how other state actors adapt. Expect more leaders to trade formal posture for relatable cultural nods.
Download your favorite retro playlist and let the politicians handle the rest.
