Why is Modi trying to become Gen Z’s ‘friend’?

Indian Prime Minister Narendra Modi is adopting a noticeably more informal style on Instagram as his government seeks to strengthen its connection with the country’s younger generation.

Modi, 75, has long cultivated an image of a strong and authoritative leader through carefully prepared speeches, formal broadcasts and tightly managed public appearances. In recent weeks, however, his social media presence has taken a more casual turn.

His Instagram account has featured content resembling the popular “Get Ready With Me” format, along with selfie-style videos in which he addresses young people as “friends”.

Modi has more than 106 million Instagram followers, making him one of the world’s most-followed political leaders on the platform. Yet Instagram has not traditionally been at the centre of the Bharatiya Janata Party’s digital strategy.

The BJP built much of its online political network through platforms such as WhatsApp, Facebook and X. Its digital campaign strategy played an important role in its rise to power, particularly during the 2014 general election.

But India’s changing youth culture appears to be forcing political parties to rethink how they communicate online.

More than 60% of India’s population is under the age of 35. Generation Z, generally referring to people born between 1997 and 2012, could become one of the country’s largest voting groups by the 2029 general election.

Recent youth-led protests have added urgency to the political focus on younger voters. A movement led by the satirical “Cockroach Janata Party” initially emerged as an online joke but spread rapidly through memes, livestreams and Instagram reels. The campaign eventually gained enough momentum to contribute to the resignation of Education Minister Dharmendra Pradhan.

Modi’s attempts to engage with young users have not always received the response his team may have expected.

His first selfie-style video addressing the youth protests was widely mocked online. Users created parody versions of the clip, focusing on his camera angles, lighting and presentation style.

Some young users have welcomed the effort, but others have questioned its timing. Critics argue that adopting Gen Z language and social media trends does not necessarily address the issues that prompted young people to protest.

The BJP has also adjusted its own online content. Its social media accounts have increasingly used memes, casual language and references to popular culture.

One BJP video showed young people discussing protests in a gym with an older trainer. Another used the theme music from the popular 1990s sitcom Friends alongside a message portraying Modi as being with young people.

However, some Gen Z users described such content as artificial rather than authentic political engagement.

The Congress party has also attempted to use Instagram more casually. Rahul Gandhi regularly shares selfie-style videos and informal photographs. Following the protests, he hosted an “Ask Me Anything” session, where he responded to questions in a light-hearted manner.

Experts say gaining attention on Instagram is easier than controlling the political conversation that follows.

Social media researcher Joyojit Pal of the University of Michigan said the BJP’s traditional strategy relied heavily on established networks of supporters. Instagram, however, is driven more by user engagement, including views, shares, comments and watch time.

This means a post from an account with only a few hundred followers can potentially reach millions of people, while content from an account with millions of followers may receive relatively little attention.

Another challenge for political parties is that they cannot fully control how their videos are reused. Modi’s first reel has reportedly received hundreds of millions of views, but much of the youth engagement involved parody and satirical edits.

Analysts say Instagram’s culture of humour and irony can make serious political messaging difficult to control once it enters the platform’s wider ecosystem.

Experts also caution against placing too much importance on social media popularity. Electoral success still depends heavily on party organisation, political networks and loyal voter bases.

For now, the BJP appears to be adapting to a digital environment that operates differently from the platforms where it previously built its strongest online presence.

The party has a history of embracing new forms of political communication, from social media campaigns to podcasts and influencer interviews.

Analysts believe it may eventually learn how to use Instagram more effectively. But reaching Gen Z, they argue, will require more than simply adopting youth-oriented language, memes or viral trends.