India PM Modi’s BJP replaces social media head weeks after youth protests

India's Bharatiya Janata Party (BJP) announced a significant organizational reshuffle on August 17, replacing Amit Malviya, who had led its social media operations since 2015, with Deepak Mhaskey.

The move comes weeks after widespread youth-led protests, amplified through social media, compelled the resignation of then-Education Minister Dharmendra Pradhan on July 25. The protests centered on allegations of leaked question papers for a national medical college entrance exam.

This reshuffle marks the first under new BJP president Nitin Nabin, who, at 45, is the youngest party chief. This generational shift is seen as an effort by the BJP to better connect with and retain young voters.

Malviya, in a statement on social media platform X, conveyed his confidence in Mhaskey and the new team, stating, "I am confident that under their leadership, the BJP’s digital communication will achieve newer milestones and continue to shape India’s public discourse with conviction, creativity and clarity." Nabin indicated the broader reshuffle aims to strengthen the organization and provide "new momentum."

Social media played a pivotal role in the recent protests, with the satirical "Cockroach Janta Party" gaining immense traction. This platform, born on social media in May, amassed 15 million followers in less than a week, significantly outnumbering the BJP's social media following. The protesters effectively used platforms, long utilized by the BJP for its own messaging, to critique Prime Minister Narendra Modi and his government through various digital content.

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I am confident that under their leadership, the BJP’s digital communication will achieve newer milestones and continue to shape India’s public discourse with conviction, creativity and clarity.