Trapping social media influencers: ISI's strategy to weave an espionage-cum-propaganda network
Speaking to The Indian Express, a senior official said the cases of Hisar-based YouTube channel operator Jyoti Malhotra and Ropar-based Jasbir Singh, who also ran a YouTube channel, are not isolated, and are part of a well-planned operation by ISI to increase its reach through the twin aims of collecting information and spreading propaganda.
Central intelligence agencies and the Punjab Police have been unravelling the spy network which was cultivated by several officials based in the Pakistan High Commission in New Delhi. Two staff members of the High Commission have already been thrown out of India after the government declared them persona non grata.
'ISI has been using a variety of tools to reach out to social media influencers not only in Punjab but across the country in order to weave an espionage-cum-propaganda network, which works out in favour of Pakistan. The first step is to invite the influencers of various platforms like YouTube, Instagram, X, Snapchat, etc, to the get-togethers of the Pakistan High Commission, and then offer them visas to visit Pakistan,' the official said.
Once the influencer travels to Pakistan, the next step of the operation kicks in, under which enticements may be offered by way of cash and kind, including the honeytrap method, which would be used to coerce them into doing their bidding. 'It is a slow process, and often multiple visits are encouraged to Pakistan, and the confidence level in ISI operatives who are working under cover is gradually built up. When the target knowingly or unknowingly makes a false step and falls into their clutches, they close the trap, making it difficult for the influencer to back out,' the official said.
Pakistan's efforts to entice Indian YouTube channel operators for espionage stem from a combination of strategic, geopolitical, and tactical motives. Leveraging social media influence for soft power and propaganda is boosted by the reach and credibility. YouTubers, especially those with large followings (Jasbir Singh with 1.1 million subscribers and Jyoti Malhotra with 377,000–381,000 subscribers), have significant online influence. Their content can shape public perceptions, making them valuable for projecting pro-Pakistan narratives or countering anti-Pakistan sentiment in India, say investigators.
By encouraging influencers to create content like 'Indian Girl in Pakistan', as seen in the case of Jyoti Malhotra, Pakistan aims to portray a positive image, potentially softening public opinion in India or globally. This aligns with 'soft power' strategies to influence narratives subtly while gathering intelligence. Influencers can also play a vital role in covert operations as they are less likely to arouse suspicion compared to traditional spies, as their travel vlogs and cultural exchanges appear innocuous, providing a cover for espionage activities.
ISI has also been found to be exploiting the financial vulnerabilities of influencers, as most YouTubers rely on views, sponsorships, or external funding. Pakistani operatives offer financial rewards, sponsored trips (like Malhotra's visits to Pakistan in 2023), or other incentives to lure influencers, exploiting their need for content and revenue.
Intelligence officials say that in the wake of Operation Sindoor and heightened India-Pakistan tensions, ISI likely seeks real-time intelligence on Indian military movements, cantonment details, and strategic operations, especially in border states like Punjab.
'Punjab's proximity to the India-Pakistan border makes it a focal point for espionage. YouTubers travelling in these regions can inadvertently or deliberately gather and share information about troop deployments, infrastructure, or security arrangements, which can be vital to the enemy who wants to collect granular data,' another official said.
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