Meet Dewi: A Digital Diplomat
The Indian Embassy in Jakarta has launched an innovative digital initiative centered around 'Dewi', an artificial intelligence-powered avatar. This virtual guide is designed to serve as a primary source of information for a wide range of topics concerning
India. Dewi will operate across the embassy's social media platforms, providing updates on Indian culture, travel and tourism, scholarship opportunities for Indonesian students, business and investment prospects, and important consular service information. The launch, timed to coincide with the auspicious beginning of the Navaratri and Durga Puja festivals, aims to make engagement with the embassy more accessible, relevant, and engaging for both the local Indonesian population and the large Indian diaspora residing in the country. This move positions the embassy at the forefront of adopting emerging technologies to enhance public service delivery and diplomatic outreach.
A Name Rooted in Shared Heritage
The choice of the name 'Dewi' is a deliberate and culturally significant one. 'Dewi' is a common name in Indonesia that means 'goddess', a word that itself derives directly from the Sanskrit term 'Devi'. This linguistic link is a powerful symbol of the deep-rooted cultural and historical ties that have connected India and Indonesia for over two millennia. By choosing a name that resonates in both cultures, the embassy highlights a shared heritage that includes everything from language and architecture to the enduring popularity of the epics Ramayana and Mahabharata in Indonesian arts. This thoughtful branding helps frame the initiative not just as a technological tool, but as a bridge reinforcing a historic friendship. The avatar is more than a chatbot; it's a nod to a shared past as the two nations forge a modern partnership.
The Rise of Digital Diplomacy
The Dewi project is a prime example of 'digital diplomacy' in action, a field that has become increasingly crucial for foreign ministries worldwide. Since the establishment of its Public Diplomacy Division in 2006, India's Ministry of External Affairs has progressively integrated digital tools to communicate its foreign policy objectives and build a positive global narrative. Embassies and consulates around the world now use social media not just for announcements, but for active engagement, crisis communication, and cultural promotion. Dewi represents the next evolution in this strategy, moving beyond standard social media posts to a more interactive and personalized form of communication. This approach allows the embassy to directly reach a younger, digitally-native audience and provide on-demand information, making diplomatic services more user-friendly and approachable than ever before.
Engaging the Indian Diaspora and Beyond
The initiative is tailored for a diverse audience. A key target is the significant Indian community in Indonesia, which includes approximately 130,000 Persons of Indian Origin (PIOs) and around 15,000 Non-Resident Indians (NRIs). Many in this community are professionals, including engineers, teachers, and accountants, who rely on the embassy for consular services and community updates. By creating an accessible digital touchpoint like Dewi, the embassy can more effectively serve its diaspora. Simultaneously, the project is aimed at the broader Indonesian public—students curious about scholarships, entrepreneurs exploring trade partnerships, and tourists planning a trip to India. This dual focus helps foster stronger people-to-people connections, which are the bedrock of any sustainable international relationship.
Strengthening a Comprehensive Strategic Partnership
Dewi's launch occurs as India and Indonesia celebrate 75 years of diplomatic relations, a partnership that was elevated to a 'Comprehensive Strategic Partnership' in 2018. This relationship is built on shared democratic values and strategic interests, particularly under the framework of India's 'Act East' policy. While high-level cooperation on defence, security, and trade remains paramount, soft power initiatives like the Dewi avatar play a vital role. They cultivate goodwill and mutual understanding, creating a favourable environment for political and economic goals. By investing in cultural and digital outreach, the Indian Embassy is reinforcing the foundations of this crucial bilateral relationship, demonstrating a commitment that goes beyond formal government-to-government interactions and speaks directly to the public.
