On their 18th birthday, a letter from the Rajasthan CM Bhajan Lal Sharma — and a nudge to vote

The Rajasthan Chief Minister, Bhajan Lal Sharma, has initiated a unique campaign aimed at engaging Gen Z, the young generation, by sending personalized birthday greetings to all individuals turning 18 years old in the state. This initiative, launched in July, has already dispatched approximately 80,000 letters in Hindi across Rajasthan, according to an official. The primary objective of this gesture is to encourage young citizens to register as voters and actively participate in the democratic process.

The congratulatory letter, written in Hindi, states, "My heartiest congratulations to you on completing 18 springs of life. Your youth, brimming with new energy, marks a new chapter of social responsibility, rights, and opportunities. In the glorious journey of success in the world’s largest democracy, you are now eligible to exercise your right to vote."

The letter goes on to quote Prime Minister Narendra Modi, "strong youth is the foundation of a prosperous nation", and urges the young recipients to register their names on the voter list, emphasizing that their participation is crucial for the development of India and Rajasthan.

The letters bear the signature of CM Sharma, along with a photo of both the Chief Minister and the Prime Minister. They are being dispatched through a dedicated cell within the Chief Minister's office, with data primarily gathered from departmental sources. This innovative approach follows recent protests at Jantar Mantar by Gen Z, which have drawn attention and concern about the ruling party's response to the concerns of this demographic.

Political analyst Tribhuvan noted that while the gesture is a "goodwill initiative," the BJP must also address the fundamental issues faced by Gen Z. He highlighted that protests by this generation have been a cause for worry for the BJP, as they have undone some of the party's gains. Tribhuvan pointed out that Gen Z constitutes about 25.8% of India's population, based on 2011 Census projections.

He emphasized the BJP's proactive approach in strategy formulation, citing the example of the present Education Minister, Madan Dilawar, who had launched a similar campaign in 2003 during his election to the Atru Assembly seat.