AI
Jun 16, 20261
69%
Modi's Musical Diplomacy: Leveraging Pop Culture and Contemporary Indian Music for Political Messaging

Prime Minister Narendra Modi is incorporating contemporary Indian pop music into his political and diplomatic communications strategy, partnering with musicians like Rishab Rikhiram Sharma, Anirudh Ravichander, and Shashwat Sachdev to reach younger audiences on social media and position himself as a modern leader championing India's cultural evolution.




Quick Facts
Who
Narendra Modi
What
Modi's team curates social media content with contemporary Indian music
When
2019 (Howdy Modi event)
Where
India
- Modi's team curates social media content with contemporary Indian music
- Rishab Rikhiram Sharma performed at 'Howdy, Modi!' event
- Shashwat Sachdev won National Film Award for Uri: The Surgical Strike
- Anirudh Ravichander involved in Vande Mataram CISF coastal security campaign
- Music selections include 'Chanakya', '23 Theme', 'Raga of Revenge', 'Destiny – Mann Atkeya'
Prime Minister Narendra Modi is strategically integrating contemporary Indian music into his political and diplomatic communications, blending state messaging with pop-culture appeal to reach a global Gen Z audience. Across his official digital platforms, Modi's team curates social media content—from election rallies to international missions—using cutting-edge tracks from prominent Indian musicians including sitar prodigy Rishab Rikhiram Sharma, composer Anirudh Ravichander, and composer-producer Shashwat Sachdev. This approach represents a deliberate departure from traditional instrumental or archival political soundtracks, instead showcasing what his team frames as the 'New Indian Sound'—a blend of high-octane, region-specific, and neo-classical music that resonates with younger audiences.
The musical selections featured in Modi's digital strategy span diverse compositions: Rishab Rikhiram Sharma's 'Chanakya', Anirudh Ravichander's '23 Theme' from the Telugu film AA23 and 'Raga of Revenge' from the Tamil film DC, and Shashwat Sachdev's 'Destiny – Mann Atkeya' from Dhurandhar. Each musician brings established credibility and professional accomplishments. Rishab Rikhiram Sharma, the youngest and final disciple of sitar maestro Pandit Ravi Shankar, performed at the 'Howdy, Modi!' event in Houston, Texas in 2019 before an estimated crowd of 65,000, with US President Donald Trump in attendance. Shashwat Sachdev won the National Film Award for Best Music Direction (Background Score) for Uri: The Surgical Strike. Anirudh Ravichander has gained visibility through public-interest initiatives, including involvement in the Vande Mataram CISF coastal security campaign.
This musical diplomacy strategy reflects a calculated effort to position Modi as a modern, forward-thinking leader aligned with contemporary Indian cultural trends. By incorporating popular film music and established compositions rather than generic political scores, the approach aims to capture the aspirations of a 'self-reliant (Atmanirbhar) modernized India' while simultaneously extending Modi's political messaging into entertainment and cultural spaces. The strategy demonstrates how contemporary political communication increasingly relies on pop-culture integration to enhance reach and engagement across digital platforms.
Why This Matters
Modi's integration of contemporary Indian music into political messaging demonstrates how modern political leaders are leveraging pop culture to reach younger, digitally-native audiences. This strategy signals a shift in how state communication operates—blending nationalist messaging with entertainment appeal. For readers, understanding this approach reveals the intersection of cultural soft power and domestic politics, showing how governments use cultural partnerships to enhance legitimacy and engagement across digital platforms while shaping perceptions of national identity.
Timeline & Sources
Jan 1, 2019
WireRishab Rikhiram Sharma performs at 'Howdy, Modi!' event in Houston, Texas with 65,000-person crowd and US President Donald Trump in attendance
Jun 16, 2026
WireDeccan Chronicle publishes article on Modi's musical diplomacy strategy