In May 2025, following a terrorist attack in Kashmir that killed 26 Hindu pilgrims, India launched Operation Sindoor, targeting alleged terror infrastructure. Pakistan denied the presence of such infrastructure, instead framing the strikes as Indian military aggression, with profound information and narrative consequences. The aerial exchange reportedly involved over 110 aircraft, and Pakistan shot down Indian Rafale(s) using Chinese-built J‑10Cs and PL‑15 missiles, an account later corroborated by French and Dassault sources.
Source: Reuters
Defensive Maneuvers: Countering Foreign Disinformation
During the May 2025 conflict, Pakistan swiftly countered Indian disinformation through coordinated efforts. Digital activists and fact-checkers debunked misleading claims by tracing metadata and exposing recycled visuals. Mainstream media echoed this by calling out fake content, including footage from unrelated conflicts like Syria. ISPR reinforced the narrative through consistent briefings that emphasized precision, denied civilian targeting, and highlighted Pakistan’s professional military conduct.
Offensive Narrative Campaign: Shaping the Storyline
At the same time, Pakistan proactively shaped the narrative, and countered the disinformation, through ISPR’s press conferences. Social media teams produced visuals, videos, and viral hashtags to undermine Indian forces to combat Indian disinformation-attacks. Social media campaigns and influencers spread the authentic news, and countered the fake-news being disseminated from Indian media to assert psychological dominance, and to save the citizens from panicking. Pakistan also positioned itself as a restrained nuclear power, demonstrating maturity unlike its jingoist adversary, India.
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Ecosystem of Action: State and Non-State Actors
Pakistan’s information warfare extends beyond official state mechanisms, operating through a broader network that includes both state-led and non-state actors. Central to this is the Inter-Services Public Relations (ISPR), which oversees hybrid warfare units combining psychological and information operations to counter the false news being disseminated to malign and undermine Pakistan.
Non-state actors also contribute significantly. Outfits like Umar Media (linked to the FAK) and PTM-affiliated social media channels amplify polarizing content that undermines, and conflicts with the state’s messaging. Such actors pose risks by fueling internal divisions and undermining international credibility.
Source: Dawn
Narrative strategy, to counter fake news and disinformation camapigns targeting Pakistan, blends traditional tools with modern digital tactics. Youth engagement is another key pillar, with tech-savvy Gen Z users creating content that echoes official positions in more relatable formats. These grassroots efforts align with mainstream media channels reinforcing state narratives. Together, this ecosystem works to project a cohesive national image at home and abroad.
Impact Analysis: Effectiveness and Risks
Domestic Cohesion
Pakistan’s narrative campaigns were effective in galvanizing national unity, particularly during moments of heightened tension such as the May 2025 conflict. By emphasizing military restraint and resilience, the state successfully maintained public morale despite economic hardship and persistent security threats from Fitna-al-Hindustan and the Fitna-al-Khawarij. The use of social media, especially through memes, patriotic reels, and emotionally charged music, resonated with younger audiences.
International Perception
Globally, Pakistan’s strategic communication efforts yielded mostly positive outcomes. Official press briefings effectively highlighted the risk of nuclear escalation, which resonated with Western governments and think tanks. This framing helped Pakistan craft a narrative of righthood and defensive posture, attracting diplomatic sympathy and softening some international criticism. Meanwhile, this played negatively for India as it emerged as a perpetrator of violence, and promoter of extremism in the region.
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A Double-Edged Sword
Pakistan’s 2025 narrative warfare has demonstrated both innovation and danger. Through ISPR’s hybrid warfare wings, digital youth mobilization, and bot‑amplified storytelling, the state has audaciously turned perception into weaponry. Yet the same approach risks undermining long‑term legitimacy; as truth becomes fluid, credibility becomes the scarce currency.
In today’s strategic environment, Pakistan’s battle is no longer just over land or air, it’s over minds and stories. Effective defense and offense in the information war demand not just speed or volume, but accuracy, transparency, and restraint.
Concluding
In essence, the May 2025 conflict served as a decisive theater for Pakistan’s burgeoning information warfare capabilities. The nation’s strategic communication successfully blended traditional state-led briefings with modern, digitally-savvy tactics to counter disinformation and assert psychological dominance. While this approach proved effective in galvanizing domestic unity and securing a favorable international narrative, it also highlighted the inherent risks of leveraging a decentralized ecosystem of state and non-state actors. As global power dynamics continue to shift, this new form of hybrid warfare underscores that a country’s image and influence in a multipolar world are increasingly defined not just by military prowess, but by its ability to master the digital narrative and shape global perceptions.
