Pro-Khalistan elements operating across several countries are now using what officials describe as a glamour-driven approach to recruit young people and encourage involvement in crimes.
A new pattern has been identified on social media accounts linked to these groups. Earlier content focused on radicalising youth, but officials say it failed to gain traction. The approach has since shifted towards presenting the movement in a more "glamorous" form.
Images of individuals posing with guns and pistols are now frequently being circulated online. Videos showing people firing AK-47 rifles are also being widely shared, according to officials.
An Intelligence Bureau official said these videos are receiving significant traction on platforms such as X, Facebook and TikTok. The intent, the official added, is to romanticise firearms.
Nijjar video and past parallels with Hizbul Mujahideen
One video that has gone viral and attracted the most attention features slain terrorist Hardeep Singh Nijjar. It shows him firing an AK-series rifle at a training camp in British Columbia.
Officials said the video is among several that have gained wide circulation on social media platforms.
An Intelligence Bureau official said the strategy of combining armed imagery with lifestyle appeal mirrors earlier tactics used in Kashmir by slain Hizbul Mujahideen commander Burhan Wani. He and his associates were often seen posing with rifles and pistols while also displaying expensive motorcycles on social media.
Officials said this approach had significant impact among youth at the time, enabling Hizbul Mujahideen to expand recruitment after adopting what they described as a glamour-based outreach model.
Recruitment focus, Punjab operations and security concerns
Officials said Khalistan-linked elements have, in several cases, succeeded in recruiting individuals through this method. In the name of the Khalistan movement, some individuals have acquired weapons and posted their images on social media.
Armed individuals have also been involved in shooting and extortion activities, another official said.
Officials further said the ideology of a separate Khalistan state carved out of Punjab has not strongly resonated with youth, both abroad and in India. However, they added that younger audiences appear more responsive to depictions of expensive clothing and weapons being displayed online. This demographic is being specifically targeted, officials said.
Another official said the objective is to make the movement and related criminal activity appear "cool". The official added that many young people do not fully assess the consequences of joining such networks, while perceptions of wealth and influence act as key draws.
Officials also noted what they described as increasing pressure from the ISI on Khalistan groups to intensify activity in Punjab, contributing to a shift in strategy.
In recent months, groups such as Babbar Khalsa International (BKI) have focused on operations in Punjab, carrying out smaller but more frequent attacks. Officials said this approach is intended to maintain fear while reducing detection risks. They added that grenade attacks have increased in the state, describing them as low-cost operations in which youth not previously known to agencies are being used.
Officials also said older segments of the population in Punjab have historically opposed keeping the Khalistan movement active within the state due to past experiences during its peak. However, they said younger individuals are less influenced by ideological messaging and more by social media-driven imagery and perceived glamour.