Modi pivots to Instagram to court India’s Gen Z voters

The Bharatiya Janata Party (BJP) is rapidly deploying a new, less-polished aesthetic across social media to counter the perception that its messaging is too rigid. Cabinet ministers and government departments have been instructed to embrace raw, unedited reels, with the foreign ministry even expanding its presence to Snapchat. This shift aims to reclaim the narrative after protesters used Instagram to effectively challenge the government's carefully curated image of invincibility.

Political analysts suggest the transition reflects the growing urgency to secure a base for the 2029 general election, where those under 35 will represent a critical voting bloc. While the BJP is also organizing direct outreach events, such as a student address in Mumbai by Rashtriya Swayamsevak Sangh chief Mohan Bhagwat, the effectiveness of the digital charm offensive remains uncertain. Critics argue that the internet’s unique culture may prove resistant to top-down political messaging, regardless of how much 'rawness' the party attempts to manufacture in its short-form videos.