100 Years of Rashtriya Swayamsevak Sangh (RSS): A Century of Unity, Service, and Strategic Influence – A PR Case Study.

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Friends, I'm passionate about sharing knowledge with you, and your feedback has been a constant source of encouragement. As a firm believer that 'Everything I do or say is PR,' I'm driven to continuously create and share valuable content. I'm happy to share my 208th blogpost “100 Years of Rashtriya Swayamsevak Sangh (RSS): A Century of Unity, Service, and Strategic Influence – A PR Case Study.”

Friends, the recent celebrations of Dussehra—Vijayadashami resonate with deep historical echoes. The festival also marked the centenary of the Rashtriya Swayamsevak Sangh (RSS), founded on September 27, 1925, on the occasion of Dussehra in Nagpur. From a small gathering of visionaries to a vast network shaping India's cultural, social, and political fabric, the RSS embodies resilience and renewal. This 208th blog of mine traces the RSS's 100-year journey through the 5Ws of communication—WHY, WHAT, WHEN, WHERE, and WHO/WHOM and explores HOW masterful public relations (PR) tactics, both historical and contemporary, have elevated it to a beacon of national influence.

*RSS: The Mission*

The Hindu culture is the life-breath of Hindusthan. It is therefore clear that if Hindusthan is to be protected, we should first nourish the Hindu culture. If the Hindu culture perishes in Hindusthan itself, and if the Hindu society ceases to exist, it will hardly be appropriate to refer to the mere geographical entity that remains as Hindusthan. Mere geographical lumps do not make a nation. The entire society should be in such a vigilant and organized condition that no one would dare to cast an evil eye on any of our points of honour.

Strength, it should be remembered, comes only through organization. It is therefore the duty of every Hindu to do his best to consolidate the Hindu society. The Sangh is just carrying out this supreme task. The present fate of the country cannot be changed unless lakhs of young men dedicate their entire lifetime for that cause. To mould the minds of our youth towards that end is the supreme aim of the Sangh. (rss.org)

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Friends, we need to remember that the RSS was born out of a critical national emergency in British India. The 1920s were a dangerous time; the British were masterfully using a 'divide and conquer' strategy to turn Indians against one another. When big movements like the Khilafat Movement collapsed into widespread, violent riots, it was a painful sign of how weak and divided our society had become. That's why Dr. Keshav Baliram Hedgewar, a physician and freedom fighter, stepped in to found the RSS. He sought to build discipline, cultural pride, and Hindu solidarity. His guiding question was powerful: "Why wait for political freedom if our society remains divided?" He believed in “व्यक्ति निर्माण से राष्ट्र निर्माण”—Nation building through character building—as the true path forward. RSS sought to reclaim India's civilizational ethos, evolving post-independence into a broader call for “अखंड भारत” (Undivided India) and positioning भारत (INDIA) as a विश्व गुरू (Global Leader).

What:

The core ideal of the RSS is to achieve national glory and protect Hindu Dharma by organizing the entire society, a goal it pursues through a remarkably simple, self-contained, and highly effective methodology centered on the daily Shakha. This daily gathering takes place on an open playground under a saffron flag where participants, known as Swayamsevaks, engage in disciplined physical activities like indigenous games, exercises, and 'Danda' practice, followed by patriotic group singing and discussions on national issues. The Shakha culminates with the orderly recitation of the Sanskrit prayer "Namaste Sada Vatsale Matrubhoome" and the spirited chant "Bharat Mata Ki Jai," serving as a time-tested instrument for intensely molding men on patriotic lines, a process further reinforced by graded training camps called "Sangha Shiksha Varga" and observes six major annual festivals, or Utsavs, throughout the year to reinforce its foundational values and connect with the broader Hindu tradition. These include Vijayadashami, which is held as the most important because it marks the day the RSS was founded in 1925, and Guru Purnima, where the Bhagwa Dhwaj (Saffron Flag) is worshipped as the Guru, symbolizing the organization's ideals. Other key festivals are Varsha Pratipada (Hindu New Year, coinciding with the founder's birth anniversary), Makar Sankranti (celebrating the northward journey of the sun), Raksha Bandhan (emphasizing mutual protection and unity among members), and the historically significant Hindu Samrajya Dinotsav (commemorating the coronation of Chhatrapati Shivaji).

Despite facing adversity, including two official bans, the Sangh's phenomenal and steady growth over decades has produced idealists and followers dedicated to the Motherland, leading to a profound change in the Hindu psyche marked by enhanced self-confidence and warm public support for Sangh-inspired service projects and campaigns like the removal of untouchability and the Swadeshi Jagran Abhiyan, thereby validating the soundness of its simple yet grand operational vision.

RSS core activities encompass:

1.   Cultural Revival: Promoting Hindu Sanskriti, festivals, and arts against Western erosion.

2.   Social Service: From disaster relief to education via Vidya Bharati schools and healthcare through Seva Bharati.

3.   Sangh Parivar Network: RSS affiliates, include the Bharatiya Janata Party (BJP), Vishwa Hindu Parishad (VHP), and Bharatiya Mazdoor Sangh, influencing politics, labour, and education.

When:

The RSS was founded on Vijayadashami in 1925 and grew to over 500 shakhas by 1939. Under M.S. Golwalkar's leadership, it faced its first ban in 1948 following Gandhi ji's assassination, but the ban was lifted in 1949. The organization continued its expansion, leading to the formation of the Bharatiya Jana Sangh on 21^st October 1951 by Dr. Shyama Prasad Mookerjee and was established as the political arm of the RSS. The RSS faced a second ban during the 1975 Emergency, which was lifted in 1977. Its rise continued with the formation of the BJP in 1980. The RSS recently celebrated its centenary on Dussehra (2025) with year-long activities, including the release of a ₹100 coin and stamp, a Dussehra rally in Nagpur, and a three-day lecture series in New Delhi from August 26–28, 2025. Titled "100 Years of Sangh Journey – New Horizons" and “विचार संगम - एक सदी का संकल्प” (Vichar Sangam - Ek Sadi Ka Sankalp), this lecture series was part of a larger centenary outreach that saw attendance from diverse social, political, cultural, and religious leaders, as well as diplomats.

Where:

Dr. Hedgewar Bhawan, Nagpur remains the RSS’s spiritual headquarters, radiating influence through “प्रांत” (provinces) both in India and abroad. The RSS has an extensive network of Shakhas (daily branches) located across India, reaching urban metros, rural villages, and tribal areas. While historically more prominent in urban settings, the organization has made a concerted effort to expand its presence, particularly in rural and tribal regions. Specifically, the RSS has worked to extend its reach into India’s tribal belts through its affiliate organization, the Akhil Bharatiya Vanvasi Kalyan Ashram (ABVKA).

Who or Whom:

Dr. Keshav Baliram Hedgewar laid the foundation; Shri Madhav Sadashivrao Golwalkar, who was also known as "Guruji" globalised it; Shri Balasaheb Deoras campaigned outreach; their successors like Shri Rajendra Singh, Shri K.S. Sudarshan, and current Sarsanghchalak Dr. Mohan Bhagwat modernized the RSS with inclusivity.

How:

The RSS's growth from 1925 to 2025 is a clear sign of their strong Public Relations (PR) skills. By using a mix of powerful symbols e.g. Saffron Flag, Shakha, Uniform, Portraits of Founders and Ideologues, community service, and smart moves, their methods have helped to quiet critics, boost their cultural message, and build their image as the "World's Biggest NGO." During the centenary year 2025, the RSS is updating these tactics for a modern digital world. Their message centers on "From Me to We" and “पंच परिवर्तन” (Five Transformations) i.e. Self-reliance, Environment, Social harmony, Civic duty, and Family values. These changes are meant to line up with the national goal of “विकसित भारत” (Developed India) by the year 2047.

Historical Foundations:

RSS was initially a relatively secretive organization focused on internal discipline and "character training" for its volunteers. After the ban imposed following Mahatma Gandhi's assassination in 1948, the RSS adopted a formal constitution and publicly pledged loyalty to the Indian national flag. This was a condition for the ban being lifted in July 1949.

Service Work and Image Building: 

The RSS was involved in relief and service work during the 1962 Sino-Indian War and the 1971 Bangladesh refugee crisis. These efforts, along with assistance provided during other conflicts and disasters, helped to cultivate a public image of the RSS as a service-oriented organization. 

1975 Emergency Resistance: 

The RSS was banned during the Emergency, and many of its members were arrested. The organization played a role in the underground movement against the Emergency, which helped legitimize its political role and improve its image as a defender of democracy. This alignment with opposition parties ultimately contributed to the formation of the Janata Alliance, which came to power in 1977. 

Media and Outreach: 

The RSS uses its own publications, such as "Organiser" and "Panchjanya," to articulate its worldview, spread its message, and counter opposing viewpoints. It also uses events and disciplined marches (path sanchalans) to project an image of unity and strength. 

Contemporary Tactics:

In 2025, RSS's PR evolves into a high-octane blend of events, influencers, and tech, countering polarization with forward-looking inclusivity:

1.  Centenary Spectacles: special commemorative ₹100 coin and a postage stamp were released to celebrate 100 years of the Rashtriya Swayamsevak Sangh (RSS) in India. Prime Minister Shri Narendra Modi released them on October 1, 2025, as part of the organization's centenary celebrations. 

2.  The RSS is building a network of influencers by reaching out to veterans, scientists, entrepreneurs, and celebrities. This strategy, which involves promoting themes like Vedic ecology and Swadeshi against Chinese imports, as part of the Panch Parivartan, helps to make the organization appear more relatable and human.

3. The RSS shows strong expertise over social media.  Their presence on social media channels like Facebook, X (Twitter), Instagram and Threads is really impressive.

4. Service is their Soft Power. The RSS earns local support by offering programs in health and education and by working against untouchability. Their volunteer deployments (Vistaraks) have added a significant number of branches in the North East and West Bengal, while they also actively promote groups for women and different faiths to challenge their male-dominated image.

5.   Crisis Management: In October 2025, the RSS in Kerala faced a significant crisis and the issue immediately sparked intense political and public debate, with opposition parties demanding a thorough investigation and accountability. The RSS publicly rejected the allegations as baseless and dubious but joined the calls for a comprehensive, impartial probe into the incident. This situation highlights the critical need for transparent crisis response and the difficult task of managing public perception amid highly sensitive and politically charged accusations.

6.   As a defining public relations moment for its centenary, the RSS organized celebratory, nationwide 'Path Sanchalans' on Vijayadashami. These well-attended marches, conducted from Delhi to Lucknow and beyond, were instrumental in communicating the scale and continuity of the movement to a national audience.

Collectively, these strategies i.e. grassroots word-of-mouth communication, symbolic saffron rallies, and crisis-to-opportunity reframing cultivate a silent army of influencers.

Friends, to conclude, the partnership between the Rashtriya Swayamsevak Sangh (RSS) and the Bharatiya Janata Party (BJP) represents a profound, synergistic force in modern India. The RSS, celebrating its centenary year since Dr. Hedgewar’s foundational spark in 1925, serves as the enduring ideological and volunteer backbone, championing Hindutva (Hindu cultural nationalism) through social service and character-building.

The BJP, as its political expression, successfully translates this vision into governance. The RSS's century-long journey, culminating in Dr. Mohan Bhagwat's vision for a culturally unified future, is a masterclass in PR and resilience. By leveraging both grassroots strength and digital platforms, the organization has consistently reframed challenges to solidify its national narrative of selfless service and unity.

This centenary is not just a commemoration of the past; it is a clear statement of direction. True influence, as the RSS journey demonstrates, is cultivated from within. We are inspired to move from a 'me to we' ethos, lighting India's path toward harmony, self-reliance, and a brighter future.

Thank you for reading the blog.

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