Modi spent years building his strong image - why is he making Gen Z reels now?
Indian Prime Minister Narendra Modi is shifting his social media strategy to include more casual, Gen Z-friendly content on Instagram. This pivot follows recent youth-led protests and the success of satirical online movements that challenged the BJP's traditional digital dominance.
Why it matters
The shift illustrates how political leaders are adapting to changing digital consumption habits and grassroots online activism to maintain influence among younger voters.
Image source, Reuters By Nikita Yadav BBC News, Delhi Published 2 hours ago 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".
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