WEB DESK: Prime Minister Narendra Modi has recently turned to Instagram with casual, selfie-style videos in an effort to appeal to young voters, especially after protests by Generation Z underscored widespread dissatisfaction over employment and education issues.
From clips featuring Modi in casual attire like a biker jacket and sunglasses set to rap music, to others that incorporate the iconic theme from the sitcom Friends to emphasize his approachability, Modi’s messaging has shifted to target younger audiences.
A recent vertical video posted on July 31, where Modi greets viewers casually with “Hi, friends,” exemplifies this digital outreach aimed at winning over approximately 400 million Gen-Z voters ahead of the 2029 general elections.
“Platforms like these are often used to broadcast a polished, top-down political message to millions,” explained Asim Ali, a political analyst based in Delhi. “But the shift toward youth-centric social media shows a desire to connect more authentically.”
This digital pivot follows widespread protests last month that led to the resignation of the education minister. Tens of thousands of students and job seekers took to the streets over a leaked exam paper—a test seen as a gateway to professional careers and financial stability.
In response, Modi’s cabinet ministers and government agencies have begun releasing a series of short, lightly edited videos across various platforms, with the foreign ministry announcing plans to use Snapchat as well.
Since coming to power in 2014, Modi has revolutionized political communication in India, utilizing digital channels to establish direct links with voters. His Bharatiya Janata Party (BJP) is also credited with developing an extensive media network that spans television, WhatsApp, and X (formerly Twitter).
However, experts note that platforms like Instagram reward spontaneity, humor, and authenticity—areas where Modi’s highly curated messaging sometimes falls short. Protesters effectively used Instagram reels and short videos to challenge Modi’s carefully crafted image of political strength and the government’s narrative control.
Analysts argue that the BJP’s previous digital campaigns felt too polished to appeal to the youth, who tend to favor raw, unfiltered content. As Joyojeet Pal from Michigan University pointed out, “Content that seems overly curated, with stiff language and staged backgrounds, is less engaging for young audiences.”
Looking ahead to the 2029 elections, political observers believe that engaging the youth vote is increasingly vital. Over half of India’s population of 1.4 billion is under 35, with Generation Z expected to form one of the largest voting groups, potentially helping Modi secure a fourth term.
While Amit Malviya, BJP’s social media head, declined to comment, the party is expanding its outreach efforts beyond social media. Plans include a speech by Mohan Bhagwat, head of the Rashtriya Swayamsevak Sangh, in Mumbai, aiming to connect with young people in one of the group’s most significant engagement drives.
Following the protests, Modi urged ministers to be more active on platforms favored by the youth and to produce less polished, more authentic videos. “Previously, posts were more static, tailored for Facebook or X,” said a member of a BJP minister’s communications team. “Now, the focus is on reels with minimal editing—more raw and real.”
In Mumbai, posters proclaiming “I am Gen Z” have appeared, featuring promises to respect institutions like the police and army, as well as pledges of support for Modi and students. However, it remains uncertain whether this strategy will resonate.
Anurag Minus Verma, an author and podcaster, commented, “The internet has its own language and culture. Serious political messages in reels can still be trolled or ignored. While Instagram will be a key platform, only time will tell if Gen Z truly connects with this approach.”
