A new phase in the India-Pakistan rivalry is emerging in the information domain, with Pakistan's military establishment under General Asim Munir aiming to reshape international opinion through a Strategic Communication Master Plan initiated for 2025. Following the fallout from Operation Sindoor, traditional Urdu-language media has struggled to resonate globally, prompting a pivot towards English-language platforms. This includes the establishment of the Himalayan Institute of Research and Policy Studies at Minhaj University Lahore, focusing on Himalayan geopolitics and security issues. New media outlets such as AsiaOne News in Karachi and DM News English in Manchester are also being launched to promote pro-Pakistan views. However, early signs indicate that these efforts may encounter familiar challenges, as previous attempts at English-language broadcasting have struggled with credibility and financial sustainability. Indian intelligence sources perceive this strategy as a coordinated effort by Pakistan’s military and intelligence to regain narrative control, particularly regarding sensitive topics like Kashmir.