Indian Prime Minister Narendra Modi, known for cultivating a strongman image through formal speeches and choreographed appearances, is now experimenting with a more casual style on Instagram. The 75-year-old leader has begun sharing content described as more "candid," including "get-ready-with-me" reels and selfie-style addresses aimed at young people, whom he addresses as "friends."
This shift in communication strategy comes after youth protests earlier this year, which were amplified through memes, livestreams, and Instagram reels. These movements, initially originating from a satirical group known as the Cockroach Janta Party (CJP), demonstrated an ability to translate online attention into significant political pressure, a development that reportedly caught the ruling Bharatiya Janata Party (BJP) off guard.
For over a decade, the BJP has excelled at digital outreach, utilizing platforms like WhatsApp, Facebook, and X (formerly Twitter) to spread its message and contributing to its electoral success since 2014. However, the changing consumption habits of younger Indians present a new challenge. With over 60% of India's population under the age of 35, and Gen Z expected to be a substantial voting bloc by the 2029 general election, reaching this demographic on platforms like Instagram, where personal and less filtered content resonates, is becoming increasingly crucial.
Modi's attempt to connect with this audience on Instagram has been met with a mix of attention and skepticism. His initial foray into more informal content, such as a selfie-video reel discussing the youth protests, drew widespread commentary. Notably, a pause in his speech became a viral moment, with users creating edited versions and jokes that mocked the video's production quality and delivery.
Despite the skepticism, Modi's Instagram presence is significant, boasting over 106 million followers, making him one of the most followed political leaders globally on the platform. The BJP's digital strategy has historically been a strength, but the evolving digital landscape, particularly the way young Indians engage with content and politics, necessitates this adaptation in communication tactics.