Modi ramps up Gen Z outreach on Instagram

Indian Prime Minister Narendra Modi has launched a fresh social media campaign aimed at winning over young voters, shifting to a more informal and

Indian Prime Minister Narendra Modi has launched a fresh social media campaign aimed at winning over young voters, shifting to a more informal and relatable style on Instagram after recent student-led protests exposed growing frustration over jobs and education.

The campaign features selfie-style videos, casual greetings and short clips with popular music, reflecting a departure from the highly polished political messaging traditionally associated with Modi and his Bharatiya Janata Party (BJP). The strategy is designed to connect with India’s Generation Z audience, which is expected to play a decisive role in the 2029 general election.

The renewed digital push follows nationwide protests by students and job seekers last month after an examination paper leak triggered widespread anger over the country’s education and employment system. The demonstrations eventually led to the resignation of India’s education minister.

In response, BJP leaders and government ministries have increased their presence on youth-focused platforms by sharing short videos with minimal editing and a more spontaneous style. Officials believe authentic content is more likely to resonate with younger audiences than carefully scripted political messaging.

Political observers say Instagram and similar platforms reward creativity, humour and genuine interaction, making them more challenging environments for traditional political campaigns. They note that recent protests gained significant momentum through viral reels and short videos that amplified public dissatisfaction.

Beyond social media, the BJP and its ideological affiliate, the Rashtriya Swayamsevak Sangh (RSS), have also expanded outreach efforts by organising events and discussions targeting students and first-time voters.

With more than half of India’s 1.4 billion population under the age of 35, analysts say younger voters are expected to become one of the most influential electoral groups in the next general election.