Role of Public Diplomacy and Soft Power in the New World Order


18, 2020


50 seats






5 days


Virtual live


The programme is being jointly offered by India Foundation’s Center for Public Diplomacy and Soft Power and Standpoint India.

Center for Public Diplomacy and Soft Power was instituted by the India Foundation and represents the first center in India to dedicatedly focus on the field of public diplomacy and soft power in the global context. It aims to advance its study through initiatives, lectures and events, workshops and training programs, and joint collaborations in research projects and academic conferences.

Standpoint India is an editorial founded with the objective of reflecting India’s diverse realities through disciplined sourcing of analyses, critique and knowledge on a wide range of topics that concern the Indian citizenry.


Role of Public Diplomacy and Soft Power in the New World Order is a five-day intensive learning programme that traces the evolution of public diplomacy and soft power in key geographies across the globe. It brings together a collective of national and international domain experts to examine its impact on topics of pivotal relevance such as commerce, culture and international relations.

Programme Structure

The learning modules dive deep into crucial aspects of public diplomacy and soft power through a series of lectures and roundtables that cover culture, trade, archaeology, art and architecture, designed for intensive learning.

Lectures and Roundtables

Holistic approach to learning as eight lectures and a round-table cover both historic and contemporary aspects of each topic


Activities designed to prompt a deeper churn for enhanced learning and contextual understanding of the subject

Expert connect

Interaction with subject matter experts post lectures on certain topics for better assimilation of knowledge


Engaging methods of assessing learning outcomes, as opposed to rote methods of assessment


Dinesh K Patnaik

Director General

Indian Council for Cultural Relations

Dinesh K Patnaik is a career diplomat of the Indian Foreign Service with experience of over 25 years. He has served in Indian Missions in Geneva, Dhaka, Beijing and Vienna and also at the headquarters in the Europe West, External Publicity, Africa and UN Divisions. In his career, he has held the positions of Deputy Chief of Mission at the Indian Embassy in Vienna, Indian Ambassador to Cambodia and Kingdom of Morocco and Deputy High Commissioner of India to London.

Nicholas Cull

Professor of Public Diplomacy

University of Southern California

Nicholas J. Cull is the Founding Director of the Master’s Program in Public Diplomacy at University of Southern California, which was a co-winner of the 2008 Benjamin Franklin Award for Public Diplomacy, awarded by the U.S. Department of State. He is a regular guest speaker at the Foreign Service Institute of the United States and has worked as a consultant for the UK Foreign and Commonwealth Office, Royal Dutch Foreign Ministry and Japan Foundation among others.

Jonathan McClory


Sanctuary Counsel

Jonathan McClory is a globally recognized expert on soft power and has previously served as the General Manager for Asia at Portland, led place branding at the London-based creative agency Winkreative and worked as a consultant in the London office of the Boston Consulting Group. He has advised governments across four continents on reputation, policy, and effective global engagement. Jonathan was Senior Researcher at the Institute for Government (IfG) where he developed the world’s first composite index for measuring the soft power of countries which later evolved into the annual Soft Power 30 report.

Simon Anholt

Founder & Publisher

The Good Country Index

Simon Anholt is the founder of the Good Country Index, Anholt-Ipsos Nation Brands Index and Anholt-Ipsos Roper City Brands Index and is recognised as the world’s leading authority on national image. He is the creator of the terms ‘nation brand’, ‘place brand’ and ‘competitive identity’. He has advised the Presidents, Prime Ministers, monarchs and governments of nearly sixty countries, cities and regions, helping them to engage more productively and imaginatively with the international community for over two decades.

Sanjaya Baru

Political commentator

& Policy analyst

Sanjaya Baru was the Media Advisor and Principal Speechwriter to Prime Minister Manmohan Singh in 2004-08. He has been Chief Editor of Business Standard and The Financial Express, the editorial page Editor of The Times of India and Associate Editor of The Economic Times. He has also served as Secretary General of the Federation of Indian Chambers of Commerce and Industry (FICCI) and as the Director for Geo-Economics and Strategy at the International Institute of Strategic Studies.


Principal Architect

Arangam Studios

Madhusudhanan Kalaichelvan specializes in conservation and architectural research and has been an academic for around a decade, mentoring students of popular schools of architecture. He is an active heritage enthusiast, his contributions have earned him the coveted Vedavalli memorial award for outstanding service by a young achiever in the field of south Indian heritage and the title “IlakkiyaChemmal”, recognizing his mastery over Tamil literature. He is currently pursuing his doctoral research on “Temple Town Planning” and also serves on Government instituted panel for conservation of temples in Tamil Nadu.

Nouf Almarwaai


Arab Yoga Foundation


Nouf Almarwaai is the first certified Yoga Instructor in Saudi Arabia. She played an instrumental role for legalising yoga in Saudi Arabia and was awarded the Padmashri in 2018. She is also the Regional Director of Yoga Alliance International in the Gulf Region. She is Honorary Secretary of the International Yoga Federation for Saudi Arabia and Arab Countries and Vice President of the Yoglimpic Committee in India 2012.

Rajiv Vasudevan

Founder & CEO

AyurVAID Hospitals

An alumnus of the prestigious Indian Institute of Management, Calcutta (IIMC) and a B.Tech (Hons) in Mechanical Engineering from the National Institute of Technology, Calicut (NITC), Rajiv Vasudevan has served as Country Head, Motorola PSG, India & SAARC; CEO-Technopark; CEO-NEST Technologies, and Regional Manager, Godrej & Boyce EBE. Rajiv is a Founding-Charter Member of TiE-Kerala; Member of the 1st Technical Committee set up by the Government of India for formulation of NABH Standards for Ayurveda Hospitals; and Chairman of the 1st Core Group on Ayurveda set up at a national level by the Confederation of Indian Industry (CII), the apex industry body, in 2016. Rajiv is responsible for providing overall organisational leadership and to align team efforts with AyurVAID’s strategic vision.

Rami Desai

Research Advisor

Center For Public Diplomacy And Soft Power

Rami Desai has been actively involved in research and analysis around insurgency, demographic changes and border issues in the North Eastern region of India for over a decade. She was the Founding Director of North Eastern Policy Institute, Guwahati. She has produced a large number of research papers, policy reports and articles for leading journals and magazines and is the Co-Founder of Delhi Thinkers Dialogue.

Come Carpentier


India Foundation

Come Carpentier de Gourdon is the Convener of the Editorial Board of the World Affairs Journal, a quarterly publication sponsored by the Kapur Surya Foundation in New Delhi, India. He has lived in more than fifty countries on four continents. He is an associate of the International Institute for Social and Economic Studies (IISES), Vienna, Austria, and a consultant to
various companies and foundations in India and Europe. He is also the author of various books and numerous articles.

Giulia Ambrogi


St+art India Foundation

Giulia Ambrogi is a contemporary art curator. With a Master’s in History of Contemporary Art and Management of Cultural Heritage, she started her career at the contemporary art Museum – MAXXI, in Rome. She has initiated Street Art festivals in Italy and many Indian cities and in 2014, she co-founded St+art India Foundation – India’s first platform for urban contemporary art. In 2018 she co-founded XXL Collective – an international creative agency that curates experiential art events for leading global brands.


The curriculum is spread over four days starting 18 November, with the fifth being marked for assessment and submissions. A preparation period of one week will precede the date of assessment.

Day one - Reputational Security, Soft Power and Good Countries

Day one covers important topics under public diplomacy and soft power that impact international relations, with special focus on academic concepts and their nexus. Over three lectures, participants will gain a holistic understanding of public diplomacy and soft power in the 21st century, the importance of a country’s reputation on the global stage, and the role played by nation brands in the larger picture of cross-country collaborations.

Day two - Public Diplomacy and Culture

After the academic concepts, we dive deep into specifics. Day two examines the diversity of cultures, their evolution across geographies and the resulting interconnectedness among nations. A roundtable discussion on Yoga, Textile and Ayurveda will aim at furthering this discussion and explore its impact on the future of cultural relations.

Day three - Cultural Impact on International Trade

Day three will explore over two lectures, the history of international trade among ancient superpowers, how it shaped the civilisational evolution of contemporary nations and what it means for the future of international relations.

Day four - Art, Archaeology and Architectural Conservation

On day four, we discover the importance of art in public diplomacy and its influence on international relations. Over the course of two lectures, topics covered include archaeology as a tool for understanding shared histories and the need for conservation of ancient architecture.

Day five - Assessment

Assessment, paper submissions and sign-off


The learning programme is divided into seven lectures and one roundtable discussion –

Day one

  • Reputational Security by Nicholas Cull
  • Understanding Public Diplomacy And Soft Power In The 21st Century by Jonathan McClory
  • Good Country: Repairing The World In One Generation by Simon Anholt

Day two

  • Forgotten Histories – The Evolution Of Culture And Its Impact On Public Diplomacy by Dinesh K Patnaik
  • Roundtable – Culture Beyond Boundaries by Nouf Almarwaai, Rami Desai, Rajiv Vasudevan and Come Carpentier

Day three

  • Historical Overview: Trade And Public Diplomacy by Sanjaya Baru
  • Contemporary Dynamics: Trade And Public Diplomacy In The New World Order by Sanjaya Baru

Day four

  • Common Man’s Art by Giulia Ambrogi
  • Archaeology And Conservation As Tools Of Soft Power by Madhusudhanan Kalaichelvan