India's BJP mastered WhatsApp and X. Now it is trying to crack Instagram
Indian Prime Minister Narendra Modi is shifting his social media strategy on Instagram to appeal to Gen Z voters. This pivot follows recent youth-led protests that utilized digital platforms to challenge the BJP's traditional political dominance.
Why it matters
It highlights the evolving nature of political campaigning in the digital age, where traditional strongman imagery is being replaced by casual, relatable content to capture younger demographics.
Share Save Add as preferred on Google Nikita Yadav BBC News, Delhi Reuters Many among India's Gen Z may not see Narendra Modi as a friend. But the Indian prime minister is trying to talk to them like one.
The 75-year-old leader - who has long cultivated a strongman image through scripted speeches, formal broadcasts and carefully choreographed appearances - has in recent weeks adopted a more casual style on Instagram, the photo and video platform popular with young people.
Modi's timeline, which until a month ago featured carefully curated posts, now also includes more "candid" content, such as a get-ready-with-me reel and several selfie-style addresses to young people, whom he calls "friends".
In one video, he even refers to a phrase popular among Gen Z, saying, " first in my bloodline to build a rocket, a chip and a drone" while addressing students at a graduation ceremony in Delhi.
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