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Pahalgam reveals how, in the digital age, information warfare rivals battlefield action, where truth and narrative fight for public opinion
Image Source: Getty
The 22 April 2025 Pahalgam terror attack that claimed the lives of 26 civilians in Jammu and Kashmir (J&K) was a ruthless act of violence and the catalyst for an information war on social media. As the dust settled, a similar battle erupted online, with state-sponsored terrorist sympathisers and digital propagandists distorting the truth and destabilising India’s security. This article scrutinises how social media propaganda surrounding the Pahalgam attack is weaponised by adversarial actors, the tactics employed, and the profound implications for India’s national security.
In the aftermath of the Pahalgam terror attack, Pakistani social media handles, particularly on X (formerly Twitter), became infested with coordinated efforts aimed at discrediting the Indian state, and mocking the tragedy. Hashtags such as #IndianFalseFlag, #PahalgamDramaExposed, and #ModiExposed trended swiftly, rapidly shared by thousands of posts that sought to portray the attack as a staged event orchestrated by India itself.
Hashtags such as #IndianFalseFlag, #PahalgamDramaExposed, and #ModiExposed trended swiftly, rapidly shared by thousands of posts that sought to portray the attack as a staged event orchestrated by India itself.
These operations were not impulsive; Open-Source Intelligence (OSINT) analysis exposed that over 75 percent of posts under these hashtags originated from Pakistani accounts, many of which were connected to pro-government or pro-military narratives. The timing and volume of these posts point to a highly controlled effort to influence the narrative and deflect the blame away from the Pakistan-based terrorist group Lashkar-e-Taiba (LeT) and its proxy, The Resistance Front (TRF), that allegedly claimed the attack, but subsequently retracted.
One of the most alarming trends was using Artificial Intelligence (AI) to generate misleading and offensive content. AI-edited videos disseminated online, including one that transformed an image of a grieving woman beside a slain victim into a grotesque dance sequence, and another video on X depicting then Northern Army Commander Lt Gen Suchindra Kumar and other senior officials talking about a false flag.
Such digital manipulation serves manifold malicious purposes: it belittles the misery of victims, inflames further hatred, and tries to ridicule the Indian government and institutions. The absolute virality of these posts, many of which got thousands of views within hours, validates the potency of AI-driven propaganda in forming public perception and sowing conflict.
The propaganda campaign targeted the integrity of India’s security apparatus. The campaign’s central theme consisted of fabricating stories of internal strife within the Indian Army, particularly focusing on Sikh soldiers. Posts and videos, many of which were AI-generated or heavily doctored, claimed that Sikh personnel were rebelling against the Indian government and refusing to participate in the ensuing operations in Kashmir. Some viral content is alleged to show Indian soldiers demanding a Khalistan referendum. These narratives were further amplified by pro-Khalistani accounts and Pakistani troll networks, who recycled old footage and manipulated images to lend credibility to their claims. AI-generated deepfakes and fabricated military advisories gave these falsehoods a veneer of authenticity, making them more likely to be believed and shared by unsuspecting users.
The campaign’s central theme consisted of fabricating stories of internal strife within the Indian Army, particularly focusing on Sikh soldiers.
There were fake rumours about senior Indian military leadership, from Pakistani accounts claiming they had been sacked or exiled for operational failures during the Pahalgam attack. In reality, these officers were either promoted or retired honourably, but the disinformation had already gained enough traction when official clarifications were issued. Pakistani mainstream media outlets, including Samaa TV and Dunya News TV, picked up these social media rumours and reported them as hard news, further amplifying the false narratives and projecting an image of chaos and mutiny within the Indian military.
Adding another layer to the campaign, Pakistani cyber actors claimed to have breached Indian defence networks, boasting about accessing sensitive data and threatening further cyberattacks. Although Indian authorities confirmed that no classified information was compromised, the psychological impact of such claims contributed to a sense of vulnerability and confusion.
The disinformation campaign was marked by the strategic use of hashtags, coordinated posting times, and the involvement of mainstream and fringe voices. India’s response was swift and multi-pronged. The Press Information Bureau (PIB) and independent fact-checkers worked tirelessly to debunk viral falsehoods, issuing clarifications and exposing forged documents. The government also issued advisories to the public and media, urging caution and verification before sharing sensitive information. Several Pakistani and linked social media handles were banned in India, though their narratives continued to target global audiences.
The Press Information Bureau (PIB) and independent fact-checkers worked tirelessly to debunk viral falsehoods, issuing clarifications and exposing forged documents.
The Pahalgam episode is a stark reminder of the power of information warfare in the digital age, where facts and falsehoods compete in real time and the battle for public opinion is as crucial as events on the ground.
This episode echoes the increasing complexity of disinformation tactics. Investigations by the Indian Cyber Coordination Centre (I4C) revealed that AI-generated deepfake tools were used to construct the initial video of the Pahalgam attack. Forensic image analysis revealed pixelation anomalies in the blast scene consistent with Generative Adversarial Networks (GANs), a hallmark of synthetic image creation. Moreover, the video’s metadata suggested timestamps from 30 April, well before the supposed “live” occurrence.
The recent Pahalgam carnage has had a profound and hard-hitting impact on India’s security, economy and society. The attack has caused panic in J&K’s tourism economy. Hotel bookings in Pahalgam and Anantnag have plunged by over 60 percent, and bookings for the Amarnath Yatra have dropped by nearly 35 percent as the threat to security escalated. Local businesses, especially those in transport, handicrafts, and hospitality, are reporting 40 percent to 50 percent revenue losses. Several thousand people employed in the informal tourism sector suffered unemployment and underemployment. This unexpected economic downturn reflects J&K’s broader vulnerability due to terrorism, threatening public confidence, investment, and regional stability.
The propaganda around the Pahalgam attack could exacerbate communal polarisation, aiming to deepen religious divisions within India. Such narratives serve the interests of terrorist groups and their sponsors, further destabilising the social fabric. Persistent disinformation campaigns targeting the military, police, and government erode public trust in these institutions, making society less resilient against future attacks.
Several thousand people employed in the informal tourism sector suffered unemployment and underemployment.
Moreover, the international community’s perception of India’s internal security can be shaped by the narratives that dominate online spaces. If propaganda succeeds in casting doubt on the facts of the attack or India’s response, it can complicate diplomatic efforts to hold perpetrators and their sponsors accountable. The snowballing effect of these factors is a substantial blow to India’s the economic and social stability.
Recognising the gravity of the information war, Indian authorities have taken significant steps. The government’s countermeasures included digital vigilance, which was complemented by action against hostile narratives: India banned several Pakistani YouTube-based news channels and social media handles from broadcasting within its digital space, significantly curbing the reach of propaganda. The Ministry of Information and Broadcasting has also issued strict advisories to Indian media, urging restraint in coverage and caution against amplifying unverified or sensitive information.
This information control measure ran simultaneously with the broader diplomatic and security measures. India suspended the Indus Waters Treaty (IWT), closed the Attari-Wagah border, and sent back diplomats while briefing key international partners about the situation.
The Ministry of Information and Broadcasting has also issued strict advisories to Indian media, urging restraint in coverage and caution against amplifying unverified or sensitive information.
This comprehensive approach, including digital vigilance, media regulation, diplomatic initiatives, and military preparedness, underscored India’s determination to defend its security and social fabric against the insidious effects of direct militant violence, propaganda, or disinformation. The Indian government’s actions are aimed at reinstating public confidence, limiting economic fallout, and preventing communal tensions, while also sending a clear signal to regional and global audiences about India’s determination in the face of a complex threat landscape.
Pakistan has a history of using proxy actors, false narratives, and hybrid warfare to influence the international political perspective on internal Indian matters, especially in J&K. This was previously observed in August 2019 (the abrogation of Article 370) as well, when J&K’s special status was removed and it was divided into two Union Territories (UTs). However, the narrative is shifting with increasing global consciousness about AI-enabled misinformation and India’s diplomatic outreach. Pahalgam has become a case study of how free nations must adapt to digital-age terrorism through military readiness and narrative sovereignty, cyber resilience, and involvement of Indian citizens in debunking propaganda.
The real threat is not the deepfake itself but the geopolitical actors who employ it as a weapon. Pakistan’s actions in Pahalgam have not embarrassed India—they have only revealed their desperation and diplomatic failure. This war is not just for territory or power but for truth. And in this war of disinformation and malignant intents, India stands tall: informed, united, and bold.
Soumya Awasthi is a Fellow with the Centre for Security, Strategy and Technology at Observer Research Foundation.
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Dr Soumya Awasthi is Fellow, Centre for Security, Strategy and Technology at the Observer Research Foundation. Her work focuses on the intersection of technology and national ...
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