People-to-people diplomacy is playing an important role in international relations in the contemporary global world, adding a new dimension to international relations and redefining the way a country engages with its citizens to garner support for its foreign policy and national interests.

With 24x7 news channels setting public agenda and new age media influencing discourse on key global issues, the ministry is organising a day-long conference Friday and a workshop the next day where experts would focus on soft power and public diplomacy.

Beginning today the capital city plays host to a mega arts fest that brings together exponents from the performing arts, films, poetry, literature and cuisine, all aimed at making Delhi a tourism hub as well as to draw attention to India's soft power through the arts.

As India seeks to cement its place as a world leader with its bid for a permanent seat on the UN Security Council , Gallup surveys find India's leadership has work to do on its global image. Its leadership remains unknown to large parts of the world.

But quietly, India has been embedding itself as a soft power through its prophet of non-violence. In the last decade, statues and busts of Mahatma Gandhi have been installed by scores of cities -- from Trujillo in Peru to Osnabrueck in Germany -- to honour what could arguably be India's greatest export: Gandhian philosophy.

A group of dancers from California left a lasting impression on an audience in India this weekend. The dancers from San Francisco performed gravity defying routines on the side of this landmark building and drew gasps and applause from the audience.

The capital is primed for a slot on the global cultural tourism map as it opens its doors to unique performances, fusion projects and artists from 18 countries in a mega showcase of arts and culture for 10 days beginning on Dec 3.

India's reputation as a place to do business took another hit after the scandal-tainted government charged top public sector bankers with accepting bribes initially estimated at hundreds of millions of dollars.