Modi urges ministers to be more active on platforms popular with the young and make sure their videos appeared less polished
\n New Delhi
\nIndian Prime Minister Narendra Modi took to Instagram recently with selfie-style videos shot after hours in a bid to win over young voters following Gen-Z protests that highlighted growing frustration over a lack of job and education opportunities.
\nFrom clips showing the prime minister in a biker jacket and sunglasses against a rap soundtrack, to others that borrow the theme song from the sitcom Friends to signal his dependability, the messaging of Modi\u2019s party has pivoted towards the young.
\nA vertically shot clip posted on July 31 featuring Modi uttering a casual greeting, \u201cHi, friends\u201d was the latest in his digital charm offensive that aims to win over 400 million Gen-Z voters ahead of general elections in 2029.
\n\u201cThey are platforms where you broadcast a well-rehearsed and disciplined political message to millions of followers in a top-down manner,\u201d said Delhi-based political columnist Asim Ali.
\nThe pivot to youth-focused social media follows protests last month that led to the resignation of the education minister after tens of thousands of students and job seekers took to the streets.
\nThe outcry was triggered by a leaked examination paper in a country where such tests are seen as opening the gates to professional careers and eventual financial security.
\nMinisters, government departments issue clips
\nModi\u2019s videos have spurred cabinet ministers and government departments to issue a stream of short, lightly edited clips online over the past 10 days, with the foreign ministry becoming the latest on Thursday, saying it will take to Snapchat.
\nSince sweeping to power in 2014, Modi has been credited with transforming political communication in India, using digital platforms to build a direct connection with voters.
\nAnalysts say his ruling Bharatiya Janata Party also developed a highly effective communications network across television news channels and social media platforms such as WhatsApp and X.
\nBut platforms such as Instagram reward spontaneity, humour and authenticity over tightly scripted messaging, said Ali.
\nThat is where the protesters scored, amplifying their message with Instagram reels and short videos that challenged Modi\u2019s carefully cultivated image of political invincibility and his government\u2019s command of the public narrative.
\nThe BJP\u2019s earlier digital outreach felt too manicured to attract young audiences who preferred raw and unedited content instead, other analysts said.
\n\u201cContent that feels too carefully curated, where the words are measured, the look is staid and the background feels staged, is less likely to be appealing,\u201d said Joyojeet Pal, a professor Michigan University\u2019s information school.<\/p>\n","protected":false},"excerpt":{"rendered":"
Modi urges ministers to be more active on platforms popular with the young and make sure their videos appeared less polished New Delhi Indian Prime Minister Narendra Modi took to Instagram recently with selfie-style videos shot after hours in a bid to win over young voters following Gen-Z protests that highlighted growing frustration over a […]<\/p>\n","protected":false},"author":2,"featured_media":560548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-560569","post","type-post","status-publish","format-standard","has-post-thumbnail","category-world"],"yoast_head":"\n