New Delhi: Prime Minister Narendra Modi has turned to Instagram and other youth-focused social media platforms as the Bharatiya Janata Party (BJP) seeks to strengthen its connection with younger voters following recent Gen Z-led protests over education and employment concerns.
Modi has recently appeared in a series of selfie-style videos, including clips featuring a biker jacket and sunglasses set to a rap soundtrack. Another video used the theme song from the popular sitcom Friends, while a July 31 clip opened with the informal greeting, “Hi, friends”.
BJP changes its digital approach
The shift comes after nationwide youth protests sparked by concerns over leaked examination papers, unemployment and limited educational opportunities. The demonstrations eventually contributed to the resignation of the Education Minister and placed greater focus on the concerns of young Indians.
According to Reuters, BJP ministers and government departments have also begun producing shorter and less heavily edited videos for social media. The approach reflects an attempt to adopt the more spontaneous style that has become popular among younger audiences on platforms such as Instagram.
Focus turns to 2029 elections
The BJP’s renewed digital outreach comes as political parties increasingly recognise the importance of India’s young population. More than half of the country’s population is below the age of 35, while Gen Z is expected to represent a significant voting bloc by the 2029 general election.
The Rashtriya Swayamsevak Sangh (RSS), the BJP’s ideological parent organisation, is also stepping up engagement with young people, including plans for student-focused programmes.
However, political observers remain divided over whether carefully planned social media campaigns will appeal to a generation that often values authenticity and unfiltered content.