The Woman Who Ran ISI’s Sleeper Cell Factory via social media

Poonam Sharma 
In one of the most sensational revelations in recent Indian intelligence history, the face behind the espionage ring exploiting India’s open-hearted cultural and religious ties with Pakistan has been exposed. Her name is Noshaba Shehzad Masud, a polished, influential travel operator in Lahore. But Indian agencies know her now by another name—“Madam N”, the ISI queenpin who used Instagram, Kartarpur, and YouTubers to create a sprawling spy network of over 500 sleeper agents across India.

The plot unraveled during Operation Sindoor, where several Indian social media influencers were arrested on charges of spying for Pakistan. Interrogations consistently led to one name—Madam N. Her digital fingerprints, financial transactions, and direct ISI contacts are now central to one of India’s largest counter-espionage crackdowns in years.

Who is Madam N?
Noshaba Shehzad Masud, a resident of Lahore, runs a travel agency named ‘Jaiyana Travel and Tourism.’ She is married to a retired officer of Pakistan’s Civil Services—making her well-placed in elite bureaucratic circles. But behind the facade of a respectable travel entrepreneur lies a sinister reality.

Investigations reveal that she is a key ISI asset, handpicked for her connections, charm, and business cover. Using her tourism agency as a front, Noshaba facilitated the travel of Indian influencers and NRIs to Pakistan under the guise of cultural exchange, Sikh pilgrimage, and religious tourism.

The ISI’s Trojan Horse: YouTubers & Pilgrims
Noshaba’s plan was ingeniously devious: exploit faith and fame. With the opening of the Kartarpur Corridor, she found the perfect conduit to lure Indian Hindus and Sikhs into Pakistan legally. What followed was a propaganda-and-recruitment operation unlike any before.

Among the most high-profile names to emerge is Jyoti Malhotra, a YouTuber who gained access to Pakistan’s heartland, courtesy of Noshaba’s “arrangements.” But once inside, these influencers were allegedly introduced to ISI and Pakistani Army officers, turning tourists into potential information assets. Some were honey-trapped, others brainwashed—and many, investigators believe, turned into active collaborators.

In just six months, Noshaba reportedly arranged entry for over 3,000 Indians, including 1,500 NRIs, to Pakistan. She wasn’t just helping pilgrims—she was assembling a silent army.

 500 Sleeper Cells? The Alarming Numbers
According to sources, Noshaba operated under direct instructions from Pak Army and ISI handlers. Her mission: build a network of 500 sleeper cells inside India, especially in states bordering Punjab, Rajasthan, and Delhi. These were not traditional spies—but social media savvy, camera-friendly influencers who could blend in, gather intel, and normalize contact with the enemy.

The real danger wasn’t just espionage—it was perception manipulation. Influencers returning from Pakistan often shared softened, curated images of life across the border, sometimes subtly echoing pro-ISI narratives. It was a digital invasion disguised as cultural diplomacy.

 Embassy Nexus: Visas by Phone Call
What’s even more shocking is Noshaba’s clout within the Pakistan High Commission in Delhi. She had direct access to officials like Suhail Qamar (First Secretary – Visa) and Umar Sheryar (Counsellor – Trade). Visa approvals—technically not allowed for Indian tourists—were being granted in hours based on her referrals.

She also communicated with ISI handler Danish, who served under diplomatic cover at the embassy.

This means that tourist visas for Indians to visit Pakistan—an officially restricted process—were being bypassed, not just illegally, but strategically, with full knowledge of ISI.

The Money Trail: Two Accounts, One Goal
Financial trails uncovered two of Noshaba’s bank accounts in Lahore’s Habib Bank (HBL), both under surveillance:

USD Account: Used to receive and process international payments—possibly from NRIs and sponsors of the cultural exchange program.

IBAN: PK22 HABB 0001 #### ####7210

Swift Code: H###KA

Personal Account: Suspected of paying off Indian YouTubers and influencers who participated in the scheme.

IBAN: PK22 HABB 0001 #### ####6999

The money flow between these accounts and individuals arrested in India is being examined by multiple intelligence agencies, with possible links to hawala and crypto-based laundering.

 Instagram, Influence & Espionage
Madam N wasn’t just in travel—she was on Instagram, curating a life of luxury, culture, and connectivity. Her online charm offensive made her popular among Indian influencers looking for cross-border content. But behind the hashtags and reels was a cold, calculated ISI operative, fishing for vulnerable minds.

The Wake-Up Call
This isn’t just a spy scandal. It’s a wake-up call. The very tools that connect us—social media, religious diplomacy, and tourism—are being weaponized against us.

As the Indian government tightens scrutiny on cross-border travel and influencer activities, one question remains: How many more Madam Ns are out there, hiding behind filters, flags, and followers?

The hunt is on.