Leading up to the 2023 G20 summit in New Delhi, the Indian government put up billboards of Prime Minister Narendra Modi across the city. By one count, there were almost 1,000 signs and banners in the 12-kilometer stretch between the airport and U.S. President Joe Biden’s hotel highlighting India’s accomplishments, aspirations, and vision under Modi’s leadership.1 When asked about the billboards, India’s G20 coordinator responded, “We haven’t done advertising. We’re doing branding.”2 But this branding exercise was not merely intended to highlight India’s leadership role in a major international summit; it also sought to assert India’s leadership among the G20 countries that are less wealthy but large and fast growing. Quite purposively, India gathered more than 100 countries for the Voice of the Global South Summit the week before the G20 summit, where Modi declared the importance for India of “voicing the concerns of the Global South on the agenda of a significant platform like G-20.”3
