NEW DELHI: Indian Prime Minister Narendra Modi and his Bharatiya Janata Party (BJP) are turning to short-form videos, Instagram Reels and a more informal online presence as they seek to strengthen their connection with India’s younger generation.
The shift follows a series of youth-led protests that highlighted frustration among young Indians over education, employment opportunities and other concerns. The protests have pushed the BJP to reassess how it communicates with Gen Z, a generation that increasingly consumes political content through social media rather than traditional speeches and television.
Modi Adopts A More Casual Social Media Style
Modi has recently appeared in a series of short, vertically filmed videos designed specifically for platforms such as Instagram. Some clips feature a more relaxed presentation, including selfie-style footage, informal greetings and references to popular online culture.
According to Reuters, one recent video showed Modi in a biker jacket and sunglasses accompanied by a rap soundtrack, while another used a theme associated with the popular sitcom Friends. A July 31 video also featured Modi addressing viewers with the casual greeting, “Hi, friends.”
The approach represents a noticeable change from the highly structured political communication style traditionally associated with the prime minister.
Youth Protests Put BJP Outreach Under Pressure
The renewed focus on Gen Z comes after large youth-led demonstrations in India. Young protesters mobilised around concerns including examination irregularities, education and employment prospects.
The protests gained national attention and eventually contributed to the resignation of Education Minister Dharmendra Pradhan, according to reports by Reuters and the Associated Press.
The movement also demonstrated how quickly young people can organise and spread political messages through memes, short videos and other digital formats.
Al Jazeera reported that Indian youth had begun using the same social-media platforms that Modi and the BJP had previously used effectively for political communication.
BJP Expands Digital Outreach
The BJP’s response has extended beyond Modi’s personal social media accounts. Ministers, lawmakers and government departments have also increased their presence on platforms popular with younger audiences.
Reuters reported that cabinet ministers and government departments began producing more short-form videos following the protests, with the foreign ministry also moving toward Snapchat outreach.
The party is also seeking to communicate using language, formats and cultural references familiar to younger internet users.
This includes greater use of Instagram, memes, short videos and youth-oriented messaging rather than relying exclusively on conventional political speeches.
Can Reels Rebuild Trust?
The bigger challenge for the BJP may be converting online visibility into genuine engagement with young voters.
Recent commentary and reporting suggest that some young Indians remain sceptical of the government’s new social-media strategy. Critics argue that changing the format of political communication may not be enough to address concerns about jobs, education and governance.
With India’s younger population representing a major part of the electorate, the BJP is likely to continue experimenting with new digital strategies. The effectiveness of the campaign, however, may ultimately depend on whether young voters view the outreach as authentic rather than simply a change in presentation.
Why It Matters
Modi’s move toward Gen Z-style Reels highlights a broader transformation in political communication. Social media is no longer simply a platform for political announcements; it has become a space where young voters shape narratives, organise campaigns and challenge established political images.
For the BJP, the challenge now is not only to reach India’s digital generation but also to convince it that the party understands its concerns.
