India's Modi turns to Instagram to woo young voters after Gen Z protest

Indian Prime Minister Narendra Modi is increasingly turning to Instagram, employing selfie-style videos and trendy formats to capture the attention of young voters. This strategic pivot aims to win over the crucial Gen Z demographic ahead of the 2029 general elections, a group that has recently voiced frustrations over employment and educational opportunities through protests.

Modi's party is adapting its communication strategy, incorporating elements like biker jackets, sunglasses, and even themes from popular sitcoms like 'Friends' into their social media content. These efforts are designed to project an image of relatability and dependability to millions of young followers. A recent vertically shot clip featured Modi offering a casual greeting, "Hi, friends," signaling a departure from traditional political messaging.

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They are platforms where you broadcast a well-rehearsed and disciplined political message to millions of followers in a top-down manner.

Political commentators note this shift towards youth-focused social media platforms as a direct response to growing youth discontent highlighted by recent protests. The strategy involves broadcasting carefully crafted political messages in a top-down manner, leveraging the vast reach of platforms like Instagram to connect with an electorate that is increasingly digitally engaged. The aim is to resonate with the concerns and aspirations of the 400 million Gen Z voters.

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Hi, friends