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Indian Prime Minister Narendra Modi took to Instagram recently with selfie-style videos shot after hours in a bid to win over young voters following Gen Z protests that highlighted growing frustration over a lack of job and education opportunities.
From clips showing the prime minister in a biker jacket and sunglasses against a rap soundtrack, to others that borrow the theme song from the sitcom Friends to signal his dependability, the messaging of Modi’s party has pivoted towards the young.
A vertically shot clip posted on July 31 featuring Modi uttering a casual greeting, “Hi, friends” was the latest in his digital charm offensive that aims to win over 400 million Gen Z voters ahead of general elections in 2029.
“They are platforms where you broadcast a well-rehearsed and disciplined political message to millions of followers in a top-down manner,” said Delhi-based political columnist Asim Ali.
