Gen Z: India’s BJP Masters New Digital Frontiers
BBC News explores how India’s Bharatiya Janata Party (BJP) is adapting its digital strategy to reach India’s Gen Z.
By Nikita Yadav, BBC News, Delhi
Published 2 hours ago
Many Indian Gen Zers may not view Prime Minister Narendra Modi as a friend, but he’s attempting to bridge that gap through a more casual online presence on Instagram, a platform favored by the youth.
Modi, known for his scripted speeches and carefully choreographed appearances, has recently incorporated more "candid" content into his Instagram feed, including get-ready-with-me reels and selfie-style addresses to his young "friends." He even referenced a popular Gen Z phrase in one video, addressing students at a graduation ceremony in Delhi.
With over 106 million followers, Modi is one of the most-followed political leaders on Instagram. However, the platform’s role in the BJP’s social media strategy has evolved significantly after youth protests in India this year.
These protests, fueled by memes, livestreams, and Instagram reels via the satirical Cockroach Janta Party (CJP), caught the BJP off guard. The CJP’s online success translated into real-world political pressure, leading to a minister’s resignation.
The BJP has long been adept at digital politics, employing WhatsApp groups, Facebook pages, and X accounts to amplify its message. But Gen Z Indians consume content and politics differently.
With more than 60% of India’s population under 35, and Gen Z expected to form a significant voting bloc by 2029, reaching them on platforms like Instagram is crucial. Personal and unfiltered content resonates more than traditional political messaging.
Modi’s initial Instagram posts were met with sarcasm from young users, mocking his video reel and highlighting technical issues. However, subsequent posts appeared to address some of this criticism, with experiments in camera angles and backdrops.
While some appreciate the outreach, others question the timing. Ginni Malia, 22, understands the BJP’s desire to connect with her generation but expresses skepticism about the sudden shift in strategy.
