As India's economic and technological might grew, Adav understood that true global hegemony wasn't just about military strength or economic leverage; it was about soft power – the ability to attract and persuade through culture and values. From the late 1960s onwards, India consciously embarked on a massive cultural export initiative, meticulously planned by Adav.
The Bharat Broadcasting Corporation (BBC), already a global communication giant, became the primary vehicle. Indian television programs, films (Bollywood's golden age began earlier and soared higher), music, and documentaries were beamed across the globe, often subtitled in dozens of languages and distributed through Bharat Corporation's extensive network. These weren't propaganda pieces, but captivating narratives that showcased India's rich cultural heritage, its vibrant democracy, its technological progress, and its unique blend of ancient wisdom and modern dynamism.
Beyond media, India established cultural centers and yoga institutes in major cities worldwide, promoting Indian philosophy, arts, and spiritual practices. Indian cuisine, already globally appreciated, was strategically promoted as a symbol of healthy, diverse living. This soft power offensive subtly influenced global perceptions, contrasting India's inclusive, developmental model with the ideological conflicts of the Cold War. It cultivated immense goodwill, making India not just respected, but admired and even loved, fostering a global acceptance of its growing influence.