The Narendra Modi government is gearing up for an extensive national showcase as India prepares to take on the BRICS presidency in 2026. The goal is to enhance India’s soft power and branding efforts, similar to its successful G20 approach. Starting on January 1, 2026, India aims to project a strong national image both within the country and internationally. The government plans to host BRICS meetings across all 28 states and nine union territories, covering approximately 60 cities, in a decentralized model that reflects India’s cultural diversity and economic progress, following the successful G20 framework.
A major highlight of the campaign will be the creation of a BRICS theme song, composed by a globally renowned Indian musician. Additionally, the government intends to launch an extensive branding and publicity campaign to promote the BRICS logo, theme, and priorities through digital and on-ground channels. Proposed cultural activities include a variety of events such as a BRICS-themed kite festival, holographic light shows, and eco-friendly Diwali diyas featuring the BRICS logo. A dedicated Republic Day tableau will showcase BRICS, with branding on transportation modes used for delegate travel like airlines, metro trains, and buses.
The plan also involves incorporating BRICS elements into state-level festivals such as the Goa Carnival, Kerala Boat Race, and Odisha’s Sand Art Festival, as well as drone shows and BRICS-themed food festivals. The 2026 BRICS presidency coincides with the expansion of the group to include 11 members, with India playing a pivotal role in advancing the bloc’s agenda on institutional reform, digital governance, climate finance, and Global South representation. Indian officials aim to replicate the participatory approach of the G20 presidency, leveraging the BRICS platform to showcase the country’s leadership, innovation, and cultural richness on the global stage.
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