Modi spent years building his strong image - why is he making Gen Z reels now?

Narendra Modi, India’s prime minister, has spent decades cultivating a powerful public persona, marked by meticulously crafted speeches, formal broadcasts, and highly orchestrated public appearances. Yet in recent months, he has taken a markedly different approach, adopting a more informal tone on Instagram, a platform favored by India’s Gen Z demographic. This shift, which includes candid content such as “get-ready-with-me” reels and selfie-style videos addressed directly to young people, signals a strategic pivot aimed at engaging a generation that has increasingly distanced itself from traditional political messaging. The change became noticeable around a month ago, when Modi’s Instagram feed, once filled with polished, curated posts, began featuring more unfiltered material. In one instance, he used a phrase popular among Gen Z, referencing “first in my bloodline, external to build a rocket, a chip and a drone,” during a speech to graduates in Delhi. The post, which garnered millions of views, showcased Modi’s attempt to speak the language of a new generation, albeit with a mix of sincerity and calculated effort. Modi, who holds over 106 million followers on Instagram, ranks among the most-followed political figures on the platform. However, his team had historically treated the platform as secondary to other channels like WhatsApp and Facebook, which played a crucial role in the BJP’s digital campaign success during the 2014 elections. That changed following the youth-led protests that erupted earlier this year, led by the satirical Cockroach Janta Party (CJP). Initially a joke, the movement gained momentum through memes, live streams, and Instagram reels, eventually becoming potent enough to prompt the resignation of a federal minister. The CJP’s rise demonstrated how Gen Z consumes and reacts to political content in ways distinct from previous generations. With more than 60% of India’s population under the age of 35, and Gen Z poised to become one of the nation’s largest voting blocs by the 2029 general election, the BJP recognized the urgency of adapting its messaging. Winning over this demographic requires a presence on platforms where authenticity and relatability often outweigh polished rhetoric. Modi’s initial attempts to engage Gen Z met mixed responses. His first selfie-video reel, released amid ongoing youth protests, drew sharp mockery for its awkward delivery and lack of clarity. A long pause after the word “friends” became a viral moment, with users editing the clip and adding humorous commentary. While some praised the effort, others questioned the timing and sincerity of the outreach. In response, Modi’s team adjusted their approach, experimenting with varied camera angles, backdrops, and lighting to better align with Gen Z’s expectations. Despite these efforts, skepticism persisted. Ginni Malia, a 22-year-old, acknowledged the BJP’s desire to connect with younger voters but emphasized that the timing of the increased engagement raised questions. She noted that while the videos adopted Gen Z language and formats, they failed to address the core issues that sparked the protests. This pattern extended beyond Modi’s personal account. BJP social media pages also embraced memes, slang, and pop culture references to appeal to younger audiences. One video, set in a gym, depicted young people debating whether to participate in protests with an older trainer. The clip received widespread criticism, with viewers calling it “cringe.” Another video featured the theme song from the 90s sitcom Friends, accompanied by the caption, “PM Modi is there for you.” While nostalgic for millennials, the reference felt outdated to Gen Z, highlighting the challenges of bridging generational gaps through digital content. As the BJP continues to refine its strategy, the effectiveness of its efforts will depend on whether it can genuinely address the concerns of a generation that values transparency, inclusivity, and direct engagement. For now, Modi’s shift toward Gen Z platforms marks a significant evolution in political communication, though its impact remains to be fully realized.