Prime Minister Narendra Modi has over 106 million followers on Instagram, making him one of the most-followed political leaders on the platform. Despite this reach, the tone of his communication had not been central to the party's previous social media strategy. Recently, however, the 75-year-old leader has adopted a more casual style, posting "candid" content such as get-ready-with-me reels and selfie-style addresses. In one video, he used phrases popular among Gen Z, referring to himself as the "first in my bloodline to build a rocket, a chip and a drone" while addressing students in Delhi.

Yet, this new approach has met with mixed reactions. Young users responded to Modi’s first selfie-video reel with sarcasm, particularly mocking a long pause after he addressed viewers as "friends." Edits and jokes about the video’s lighting and camera angles quickly trended online. In response, Modi’s team experimented with different angles and backdrops, but many young Indians remain skeptical. Ginni Malia, a 22-year-old, noted that while she understands the need to connect with her age group, the timing of this sudden engagement warrants scrutiny. She argues that the videos fail to address the actual concerns that fueled the recent protests, rendering them mere "comic content" rather than genuine political outreach.

The BJP’s attempts to mirror Gen Z culture have also faced criticism. The party posted a reel set in a gym arguing that young people should stay away from protests, which was widely labeled "cringe." Another video used the background music from the 90s sitcom Friends, a reference that holds little appeal for Gen Z. Reports indicate that the party is aware its current efforts are not landing as intended. Federal ministers were recently given a "report card" on their social media performance and urged to increase their presence online. Additionally, the party replaced its long-serving social media chief Amit Malviya, with analysts suggesting this change was necessary to address criticism regarding the party’s inability to contain the online narrative during the protests.

Adapting to a New Digital Reality

While the Bharatiya Janata Party struggles to master Instagram, other political figures are already navigating the platform. Congress leader Rahul Gandhi has successfully used selfie-style videos and interactive Ask Me Anything sessions, engaging with users through playful responses. However, experts caution that gaining attention is different from controlling the conversation. Modi’s first reel, viewed over 400 million times, illustrates this challenge; while it attracted a massive audience, young users reshared it with sarcastic edits, subverting the intended message. This underscores the difficulty for a party accustomed to controlling its narrative through loyal networks to manage organic, user-generated content on a platform driven by engagement algorithms.

Experts advise against overstating the immediate impact of these digital efforts, noting that the party’s electoral strength still relies heavily on its organizational base. Nevertheless, the Bharatiya Janata Party has a history of adapting to new forms of political communication, from early social media adoption to podcasts. The current challenge lies in learning a new set of rules that prioritize authenticity and affect over network amplification. As the 2029 elections approach, the party’s ability to genuinely connect with Gen Z on their preferred platforms will likely become a decisive factor in India’s political future.

BJP Digital Strategy Faces Youth Skepticism

The Bharatiya Janata Party’s recent pivot to Instagram reveals a critical challenge in modern political campaigning: algorithmic unpredictability. While the party has attempted to replicate Gen Z language through reels and memes, the lack of authentic engagement has led to widespread skepticism and mockery. As the demographic power of Gen Z grows, the BJP must move beyond superficial adaptation. Future success will depend not just on adopting new formats, but on aligning digital content with the substantive concerns of young voters, rather than merely mimicking their aesthetic.