After Youth Protests, India's Ruling Party Replaces Social Media Chief to Regain Online Grip and Gen Z Votes

India's ruling Bharatiya Janata Party (BJP) has replaced its social media and IT department head, Amit Malviya, who had led the party's digital strategy for over a decade. The change comes just three weeks after the Education Minister resigned following widespread youth protests fueled by a leak in the National Eligibility cum Entrance Test (NEET) for medical college admissions.

Deepak Maskey, a chemistry professor and election data analysis expert, has been appointed as the new head of the social media department. Maskey previously served as a party spokesperson in the central region and headed the IT organization. This reshuffle marks the first organizational change under Nitin Naveen, the BJP's youngest president, who took office in January. Naveen's appointment itself was seen as an effort by the party to connect with younger voters.

The recent protests, which saw approximately 2 million students affected by the NEET exam leak and subsequent re-examination, were significantly amplified through social media. A satirical social media account, the "Cockroach Party of India" (CJP), which started in May, gained rapid traction among young people, accumulating 15 million followers within a week, surpassing the BJP's own follower count at the time. Social media platforms became crucial spaces for organizing and mobilizing the predominantly Gen Z protesters, who used rap, songs, and videos to criticize the Modi government.

This leadership change is interpreted as a strategic move by the BJP to revamp its online communication strategy, targeting the nearly 400 million Gen Z voters ahead of the 2029 general elections. Prime Minister Narendra Modi has also been increasing his social media presence with content tailored for younger audiences, including rap music videos and selfie-style messages. However, the BJP has not provided specific reasons for the leadership change or explicitly linked it to the recent youth protests.

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The new leadership will have rich organizational experience and close ties to the grassroots. I am confident they will work hard to strengthen the party and serve the people.