The Prime Minister of India on Instagram is trying to win over Gen Z. They're making fun of him

Indian Prime Minister Narendra Modi has taken a notable step toward engaging with Generation Z by shifting his communication style on Instagram. Known for maintaining a firm leadership image through years of carefully curated messaging, Modi has adopted a more relaxed approach, using spontaneous videos and addressing young people as “friends.” This marks a significant shift from his previously rigid and formal public appearances. His move comes after recent youth-led protests highlighted the growing influence of new forms of digital communication. The change in tone followed widespread demonstrations sparked by a satirical political party known as Cockroach Janta (CJP). These protests, which began with memes and live-streaming, eventually led to the resignation of a coalition minister. The ability of CJP to transform online activism into tangible political pressure caught the ruling Bharatiya Janata Party (BJP) off guard. For decades, the BJP has been recognized for its effective use of digital tools such as WhatsApp, Facebook, and X to secure electoral victories. However, younger Indians now consume politics differently, favoring platforms like Instagram where personal and unfiltered content resonates more strongly than traditional political messages. More than 60% of India’s population is under the age of 35, and projections suggest that Generation Z, those born between 1997 and 2012, will become one of the largest voting blocs by the 2029 general elections. In response, the government is seeking to connect with this demographic through platforms they frequent. Modi's Instagram profile, which had previously featured exclusively official content, now includes “get-ready-with-me” videos, selfies styled like social media posts, and phrases commonly used among youth. The reaction from young people has been swift and largely sarcastic. Modi’s first selfie video, in which he addressed the protests, quickly became a subject of ridicule. Users mocked the long pause he made before saying the word “friends,” and numerous edited versions of the video circulated widely. While some have praised the shift in tone, many remain skeptical, feeling that the changes fall short of addressing the core issues that triggered the protests. Modi’s team appears to have acknowledged criticism, adjusting their approach by experimenting with camera angles, backdrops, and lighting. Despite these efforts, many users still perceive the content as insincere. A 22-year-old named Ginni Malia expressed her views, stating that while she understands the BJP’s desire to engage with her generation, she believes the timing of the initiative feels rushed. She noted that although the videos use language familiar to Gen Z, they fail to offer meaningful solutions to the problems that inspired the protests. This trend extends beyond Modi’s personal account. The BJP has begun incorporating memes and slang into its official social media pages, signaling a broader strategy to adapt to younger audiences. One example was a video filmed in a gym suggesting that youth should stay away from protests. Many viewed this effort as awkward or forced, describing it as “cringe.” Another attempt included a clip featuring the theme song from a show called Friends, accompanied by the caption “Prime Minister Modi is here for you.” This reference missed the mark with Generation Z, who are unfamiliar with the show. According to reports, the BJP is aware that its current efforts are falling short. Modi reportedly asked his ministers to increase their presence on social media, and the Hindustan Times reported that officials received evaluations on their performance and were urged to be more active. The party recently replaced its head of social media, Amit Malviya, who had held the position since 2015. Some analysts believe this change reflects internal dissatisfaction with the party’s inability to control the narrative during the protests. As the situation continues to evolve, the effectiveness of these new strategies remains uncertain. Whether Modi’s shift toward a more relatable image will resonate with young voters or simply become another failed attempt at digital engagement remains to be seen. What is clear is that the political landscape in India is changing rapidly, and leaders who fail to adapt risk losing touch with the very people they aim to represent.