Post-Sindoor, JeM uses 'sacrifice' narrative to recruit in Azhar's name
Synopsis
Even with Masood Azhar reportedly gravely ill and hidden by the ISI, Jaish-e-Mohammad is turning his absence into a recruitment asset — framing his family's deaths in Operation Sindoor as 'sacrifice' to radicalise new cadres and directing India-based modules to operate covertly, giving Pakistan deniability for any future attack.
Key Takeaways
Jaish-e-Mohammad (JeM) has shifted to a 'sacrifice' propaganda strategy post- Operation Sindoor to recruit in Masood Azhar's name.
Azhar is reportedly gravely ill and kept out of public view by the ISI , partly due to fears of targeted elimination.
Initial attempts to pass off old audio/video clips as new recordings were abandoned after cadres raised suspicion.
During Operation Sindoor , Azhar reportedly lost his brother, sister, son, and grandchildren — losses now used as a sympathy-and-revenge recruitment tool.
India-based JeM -inspired modules are being directed to operate without claiming the group's name, to shield Pakistan from attribution.
Indian agencies have assessed that some modules are ready to carry out strikes, and are monitoring propaganda spread across both countries.
Indian intelligence agencies have sounded a fresh alarm over a surge in Jaish-e-Mohammad (JeM) propaganda centred on its chief Masood Azhar, warning that the terror outfit is exploiting sympathy over his family's losses during Operation Sindoor to radicalise and recruit new cadres — both in Pakistan and inside India.
Azhar Underground, But Still Central to JeM Messaging
According to intelligence officials, Masood Azhar has remained out of public view since Operation Sindoor, reportedly due to serious health concerns and fears of targeted elimination. The Inter-Services Intelligence (ISI) is said to be keeping him away from any media exposure as a precautionary measure.
Despite his absence, an Intelligence Bureau official noted that Azhar's speeches and radical ideology continue to draw a larger audience than those of other militant leaders, including Hafiz Saeed of Lashkar-e-Taiba and Syed Salahuddin of Hizbul Mujahideen. 'He is much more radical and his speeches are far more fiery when compared to the rest of the terror chiefs,' the official said.
From Fake Clips to 'Sacrifice' Propaganda
In the immediate aftermath of Operation Sindoor, both the ISI and JeM reportedly circulated audio and video clips of Azhar, passing them off as recent recordings. When cadres and potential recruits began questioning the authenticity of these clips, the strategy shifted.
Officials say the outfit then pivoted to a more direct approach: acknowledging Azhar's condition while reframing it as martyrdom-in-waiting. Recruits are now reportedly told that Azhar lost his brother, sister, son, and grandchildren during Operation Sindoor, and are urged to 'fight in his name' and avenge those losses. His recorded speeches are played on repeat as part of the indoctrination process.
Propaganda Flooding India and Pakistan
According to intelligence officials, JeM has begun flooding digital channels in both India and Pakistan with content linked to Azhar — his speeches, writings, and radical material. Handlers based in Pakistan are reportedly instructing affiliated modules inside India to circulate this content widely.
Notably, agencies have assessed that members of these India-based modules, inspired by Azhar's ideology, are now prepared to carry out strikes. Crucially, these modules are being directed to operate without publicly identifying as Jaish-e-Mohammad, a tactic officials say is designed to obscure the Pakistan link in the event of an attack.
ISI's Dual Objective: Recruitment and Deniability
Intelligence officials assess that the ISI's current strategy serves two purposes simultaneously: it keeps Azhar relevant within the JeM ecosystem without requiring him to make a public appearance, and it provides Pakistan with plausible deniability if any India-linked module carries out an operation. 'For ISI, this strategy works. It not only manages to keep Azhar in the narrative but also ensures that in case of an attack, the trail does not go back to Pakistan,' an official said.
Indian agencies are continuing to monitor the spread of this propaganda content across platforms, with particular focus on modules that have shown operational intent.
Point of View
It pivots to a more emotionally potent truth. What is more concerning is the operational architecture being built around deniability: modules instructed not to brand themselves as JeM are a direct counter to India's attribution playbook post-Sindoor. Indian agencies flagging this publicly is itself a counter-narrative move, but the harder challenge is disrupting the digital distribution chains that are carrying Azhar's content into India's youth networks.
NationPress
22 Aug 2026
Frequently Asked Questions
What is the 'sacrifice' propaganda strategy being used by JeM after Operation Sindoor?
Jaish-e-Mohammad is telling potential recruits that Masood Azhar lost his brother, sister, son, and grandchildren during Operation Sindoor, framing these deaths as 'sacrifice' to generate sympathy and a desire for revenge. Recruits are urged to fight in Azhar's name and are repeatedly exposed to his radical speeches as part of the radicalisation process.
Why is Masood Azhar not appearing publicly after Operation Sindoor?
According to Indian intelligence officials, Azhar is reportedly in poor health and is being kept out of the public eye by the ISI, primarily due to concerns over his security and the fear of targeted elimination. The ISI is said to be managing his absence to protect him while keeping his ideology central to JeM's messaging.
How are JeM-linked modules in India being instructed to operate?
Indian agencies say JeM handlers in Pakistan are directing India-based modules to avoid publicly identifying as Jaish-e-Mohammad. This is a deliberate tactic to prevent any attack from being directly traced back to Pakistan, providing the ISI with plausible deniability.
How does Masood Azhar compare to other militant leaders in terms of influence?
According to an Intelligence Bureau official, Azhar draws a larger and more radicalised following than Hafiz Saeed of Lashkar-e-Taiba or Syed Salahuddin of Hizbul Mujahideen. His speeches are described as more fiery and extreme, making his recorded material particularly effective as a radicalisation tool.
What steps are Indian agencies taking in response to the JeM propaganda surge?
Indian intelligence agencies are monitoring the spread of JeM propaganda content across digital platforms in both India and Pakistan, with a focus on modules that have shown readiness to carry out strikes. The agencies have raised an alarm about the scale of content circulation and the operational intent of some affiliated groups.
