The Narendra Modi government feels that Ramayana, the eternal battle between good and evil, holds a borderless appeal and carrying the message of the Ramayana to international audience is the need of the hour. The MEA commissions films worth crores of rupees every year. Normally it stays away from religious topics and chooses subjects which give it heft for soft power projection or furthers national interests or promotes relations with friendly countries.

As social media has emerged as a key communications tool, the External Affairs Ministry has come on the top among various ministries and government departments in terms of its presence on digital platforms like Facebook, Twitter, YouTube and Google+. 
 

Indian diplomats are increasingly using Facebook, Twitter, YouTube and country-specific social media networks to stay in touch with the world.