Modi Masters the Art of ‘Aura Farming’ with World Leaders at G20

Updated: November 23, 2025 09:57

The Indian government released a video capturing Prime Minister Narendra Modi warmly hugging various world leaders at the G20 Summit in Johannesburg. Termed "aura farming," these affectionate moments underscore Modi’s friendly diplomacy and relational approach, reinforcing India's influential presence on the global stage during this high-profile international event.

Prime Minister Narendra Modi’s charismatic presence at the 2025 G20 Summit in Johannesburg, South Africa, took a heartfelt turn as the government shared a video showcasing him embracing numerous world leaders in warm, friendly hugs. This display of physical warmth and personal connection was described by officials as a prime example of "aura farming" — leveraging personal goodwill to foster stronger diplomatic ties.

Aura Farming: Diplomacy Through Warmth

The video highlights moments where PM Modi exchanges hugs with leaders including Brazil’s President Luiz Inácio Lula da Silva, UAE’s President Sheikh Mohamed bin Zayed Al Nahyan, and an amiable interaction with Italy’s Prime Minister Giorgia Meloni. These gestures represent a departure from strictly formal diplomacy, injecting human warmth into multilateral discussions and strengthening bonds of trust and camaraderie.

Strategic Soft Power Display

Modi’s approach reflects India’s rising soft power on the world stage as it balances assertive policy with relational leadership. The affectionate greetings conveyed not only personal respect but also signal readiness for cooperation across global challenges such as climate change, sustainable development, and health security—a key agenda at the summit.

Wider Summit Impact

The G20 summit marked a historic first in Africa, emphasizing solidarity, equality, and sustainability. Modi’s gestures added a dimension of heartfelt diplomacy to this setting, complementing his policy addresses on inclusive growth, global healthcare response, and harnessing traditional knowledge to fuel development.

Public and Media Reception

The government’s strategic release of this video has generated positive buzz on social media platforms, portraying India’s leader as approachable and affable while underscoring the vital role of personal relationships in international diplomacy.

Sources: YouTube official G20 videos, Inshorts news report, ANI, DD News, Times of India, Indian Express.

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