Congress lost the millennials. Can it win over Gen Z?
The Indian National Congress is attempting to pivot its communication strategy to appeal to Gen Z voters, moving away from traditional political rhetoric. Rahul Gandhi is actively engaging with younger demographics through social media and student-focused outreach to regain electoral relevance.
Why it matters
As Gen Z becomes a larger share of the electorate, political parties are forced to modernize their communication styles to remain competitive in future Indian elections.
Rahul Gandhi's interaction with Kalavati went viral in 2008, back when "viral" meant something very different. The widow of a farmer who died by suicide, she was raising nine children in Vidarbha when Rahul met her, and he later invoked her life in Parliament during the Indo-US nuclear deal debate.Eighteen years later, the Leader of Opposition stood beside Rhiya Ahir, the 27-year-old Mumbai woman who became a social-media sensation during the student protests after standing in front of a police van carrying detained protesters.Between those two moments, an entire generation grew up and largely walked away from the Grand Old Party in search of achhe din. Broadly speaking, Congress lost the millennials in large parts of the country, barring the South.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in