Prime Minister Modi’s new social‑media direction reflects a broader question: can a 75‑year‑old leader effectively reach Gen‑Z on Instagram?
Over decades, Modi has cultivated a strongman image through scripted speeches and choreographed appearances. Yet his recent Instagram posts have shifted to casual, ‘candid’ reels, complete with selfie‑style addresses and pop‑culture references. The 106‑million‑follower account now often uses slang, memes, and the term “friends” to speak directly to a younger audience.
The impetus behind the shift was the widespread youth protests in 2026, led by the satirical Cockroach Janta Party (CJP). The movement’s use of memes and Instagram reels highlighted the platform’s unheard voice. The BJP, historically adept on WhatsApp and X, struggled to translate its traditional network‑centric messaging to a platform driven by engagement metrics.
When Modi released his first Gen‑Z‑style reel during Delhi’s graduation ceremony, he trended briefly, but the video also sparked mockery for its puns and long pause after saying “friends.” Young users reshared the reel with sarcastic edits, demonstrating that the hashtag “cringe” can spread faster than the intended message.
In response to the criticism, later reels experimented with different camera angles and backdrops. Yet the timing of the outreach still raised doubts among Gen‑Z, who value leaders listening more than matching trends. A 22‑year‑old resident of Delhi remarked that the delivery feels sudden and may overlook the underlying protest concerns.
Other BJP pages also attempted cultural hijinks: a gym‑reel accusing young people of indulging in protests, and a reel with a Friends soundtrack framing Modi as an “always‑present” supporter. The backlash labelled these items “cringe.” Nevertheless, the party’s social‑media chief was replaced after the protests, indicating a strategic rethink.
Experts point out that Instagram’s algorithm values watch time, replays, and shares. Consequently, a reel can reach millions even when the poster has limited followers—a phenomenon seen when Modi’s first reel achieved 400 million views. However, the platform’s tendency toward irony means that political messaging is prone to subversion through user edits.
Ultimately, while the BJP’s attempt to win over Gen‑Z on Instagram underscores its adaptability, electoral victories still hinge on on‑ground organization and a loyal support base. For now, the party is learning to navigate the “affect‑centric” world of Instagram; mastering this new set of rules may come with time.
