This paper examines the role of cultural diplomacy in conflict resolution through the case of Aman Ki Asha, a media-led initiative launched in 2010 to promote peace between India and Pakistan. Using a strategic communication framework, the study evaluates the initiative’s agents, agenda, vehicles, and audience. While recognizing the transformative potential of media as a soft power tool and platform for cross-cultural dialogue, the paper critiques the campaign’s limitations in the absence of institutional support, economic integration, and sustained engagement. Recommendations for future initiatives include mixed-method approaches, integration of economic diplomacy, and leveraging digital platforms for peacebuilding.
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